• Sweden edition
 
Summing up Stockholm Fashion Week 2011

Summing up Stockholm Fashion Week 2011

Published: 17 Aug 2011 13:37 GMT+02:00
Updated: 17 Aug 2011 13:37 GMT+02:00

The one week dedicated to the most coveted division of material culture kicked off at Café Opera last Monday: the Mercedes Benz Stockholm Fashion Week.

The week offered the unique opportunity for one to admire everything from eyelash extensions like that out of Burgess’s Clockwork Orange to floor-length nude gowns out of Austen’s Pride & Prejudice – and all under one roof.

For the slim-legged, impeccably styled socialites the real soiree began on Monday night when over 700 guests occupied Café Opera to sip drinks, mingle and shamelessly ask the question “so who are you wearing tonight?”

Though the rest of the week offered a slew of similar gatherings and expensively tailored merriment, the objective of designers and companies over the past few days was to impress buyers – the heart of the beast that is modern society’s fashion sphere.

Iconic retro shoe brand Swedish Hasbeens set the bar high when they opted out of a traditional fashion show on Wednesday, instead putting on a show of their own with gymnasts, contortionists and dancers in a strategically lit room.

With shoes sold in about 400 stores around the world, co-founder, designer and creative director Emy Blixt told The Local that she pinned her success partly on international inspiration.

“I have always looked at innovative and daring designers that want to change something with their fashion,” she explained citing British designer Vivienne Westwood.

“We believe that both the US and the UK market really appreciate new and innovative styles and that people there appreciate genuine materials and handicraft.”

Blixt also commented on how similar those on the vanguard of new trends can be, even if they don't live in the same city.

“We can see that what works in the area SoFo in Stockholm also works in SoHo in New York and London,” she said, referring to the hip districts in each city.

“Influential people in these different areas are more alike than people of the same nationality just a few hundred meters away.”

Elsewhere during the week, showrooms around town sprouted from street corners to house designer names including Cheap Monday, bellaobastian, Rützou, and Dagmar, to name a few.

Having heard the word “statement” more often than not when discussing the delicate science of style, each designer in Stockholm did their best to include the exclamation mark factor in their collections.

For example, newcomers Gooseberry Lay & Co. succeeded in drawing attention to their Spring/Summer 2012 menswear line by dressing models in nothing other than their rugged, nautical denim shirts.

Taking a more audacious approach to the “lagom” Swedish fashion scene, the brand scattered their showroom at F12 Terrassen’s Fashion12 party with pantless bearded male models donning matching white briefs and casually taking occasional swigs of Peroni beer.

However unconventional, the fashion world has no official rulebook, which makes it a thrill to many who live in it.

Rookies 2011 participant Mika Modiggård, 23, compared her own style as that of a roller coaster, creating the elements of structure and foundation coupled with flow in her latest collection.

A native Swede currently based in Berlin, Modiggård said she enjoys the more relaxed atmosphere of Stockholm Fashion Week compared to the scene in her adopted base in Germany.

“Sales-wise and scale-wise there isn’t as much pressure here as at Berlin’s fashion week,” she said.

Another Swede that knows a thing or two about international attention is co-founder and CEO of the Lexington Company, Kristina Lindhe, who’s showroom was buzzing with customers eager to order the brand’s wide range of New England-inspired threads.

“We are not a typical Swedish brand, we just happen to be Swedes,” said Lindhe, who describes the brand as “bohemian luxury”.

“I feel that our offices could be anywhere.”

Despite the notion echoed by several designers that Swedish fashion is one-sided, Lindhe thinks Scandinavians are in fact on top of things.

“Everything moves quite fast here, Swedes get with trends quite quickly compared to many other countries,” she said.

Toward the end of the week, the general public was invited to feast their eyes on the latest fashions up close on Thursday's Fashion Night, during which shops and showrooms were open well into the night, attracting shoppers and fashion lovers with goodies, music and an impromptu fashion show on the streets of the city's upscale Östermalm district.

Though the festivities had died down by the weekend, the fire still burns for fashion in the hearts of many of last week’s participants, including Swedish Hasbeens co-founder Blixt.

“We believe we have something great and different to offer both Sweden and the rest of the world so this is still only the beginning,” she said.

Caroline Bursell (news@thelocal.se)

Your comments about this article

Today's headlines
Business & Money
Profit leap for Swedbank
A branch of Swedbank in Malmö. Photo. TT

Profit leap for Swedbank

Swedbank has seen its profits rise higher than expected. READ  

New coalition
Sick pay U-turn from Sweden's new coalition
Stefan Löfven has changed his strategy on sick pay. Photo: TT

Sick pay U-turn from Sweden's new coalition

Small businesses won't face rising sick pay costs, following a policy reversal from Sweden's new coalition government. READ  

Presented by CurrencyFair
CurrencyFair: Why it pays when making overseas transfers
CurrencyFair co-founder Brett Meyers

CurrencyFair: Why it pays when making overseas transfers

Tired of losing money when you send cash back home? Join other expats in Sweden who avoid bank fees and hidden charges by sending money internationally with CurrencyFair, an online marketplace where secure transactions are faster and cheaper. READ  

Stockholm 'submarine' hunt
Vessel hunt continues at 'full strength'
Minehunter HMS Koster takes part in the search in the Stockholm archipelago on Sunday. Photo: Marko Säävälä/TT

Vessel hunt continues at 'full strength'

The search for a suspected foreign vessel in the Stockholm archipelago continues with "full strength" on Tuesday morning, according to Sweden's armed forces. READ  

Ebola crisis
Sweden hit by two Ebola false alarms in two days
The Uppsala University Hospital. Photo: TT

Sweden hit by two Ebola false alarms in two days

UPDATED: A patient has been cleared of any Ebola suspicions at the Uppsala University Hospital. It marks the second suspected case in Sweden in two days. READ  

Analysis
Why a foreign vessel lurks in Swedish waters
The HMS Stockholm patrols Jungfrufjärden in the Stockholm archipelago on Monday morning. Photo: Anders Wiklund/TT

Why a foreign vessel lurks in Swedish waters

With Sweden engaged in its biggest domestic military operation since the Cold War, The Local spoke to Johan Wiktorin, a fellow at the Swedish Royal Academy of War Sciences, to get insight into what’s going on in the Stockholm archipelago. READ  

My Swedish Career
US woman starts up Swedish toy store online
Leigh Neil and a llama hand puppet. Photo: Private

US woman starts up Swedish toy store online

For this week's My Swedish Career we meet Leigh Neil, who one day came to realize that there was a gap in the Swedish market for children's toys and decided to do something about it. READ  

Stockholm 'submarine' search
No truth to Russia's submarine claim: Dutch
A CB90-class fast assault craft at Kullbäling, a small island in Stockholm's archipelago. Photo: Anders Wiklund/TT

No truth to Russia's submarine claim: Dutch

The Netherlands on Monday denied a Russian claim that a mystery vessel the Swedish military has been looking for could be Dutch. READ  

Lufthansa Strike
Over 20 Swedish flights hit by Lufthansa strike
Grounded Lufthansa planes. Photo: TT

Over 20 Swedish flights hit by Lufthansa strike

A strike by pilots at German airline Lufthansa will affect over 20 flights in and out of Sweden over the next two days. READ  

National
Dentist gives free care to Roma beggars
Photo: Shutterstock

Dentist gives free care to Roma beggars

A dentist in western Sweden is offering free dental care to his town's Roma begging population. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
PHOTOS: 'Foreign activity' in Swedish waters
National
Sweden deploys troops over underwater threat
Gallery
People-watching: October 19th
TT
Society
QUIZ: How good is your Swedish?
Business & Money
Get your own office in Gothenburg or Stockholm - free for a day
Blog updates

19 October

Getting it (Blogweiser) »

"Follow Joel Sherwood on FB Few watch baseball in Sweden. This is excellent when your team loses..." READ »

 

17 October

Editor’s Blog, Oct 17th (The Local Sweden) »

"Hi readers, Here’s the whole week of news in just 60 seconds. The most-read story was about a..." READ »

 
 
 
National
A Touch of Scandinavia: Reindeer in the kitchen
Lifestyle
What's on in Sweden: October 17th - 24th
Society
The nudity... and nine other things expat men notice in Sweden
Gallery
People-watching: October 15th
Gallery
Your views: Should outdoor smoking be banned in Sweden?
Business & Money
Sweden has 'large hole' in finances
Sponsored Article
Introducing... Finding a job in Stockholm
Society
Monster salmon caught in northern Sweden
Gallery
Property of the week: Lorensberg
National
Scandinavia's child bride
National
Ebola crisis: How is Sweden preparing?
Lifestyle
Sweden's The Bridge to become 'more Danish'
Business & Money
How Sweden is becoming a cashless society
Gallery
Stockholm Burlesque Festival 2014
National
How a little red horse became a symbol for Sweden
Gallery
People-watching: October 12th
Business & Money
The hottest start-ups from southern Sweden
National
What's on in Sweden: October 10th - 17th
National
Stockholm is 'best' region for well-being
Gallery
People-watching: October 8th
National
Five facts to know about Patrick Modiano
Society
My Swedish Career: A French fashionista in Sweden
Society
Swede's anti-bully Facebook tale goes viral
Society
Have you seen Sweden's viral subway cancer campaign?
National
Isis: Swedes linked to Turkish prisoner swap
National
Should Swedes be banned from buying sex abroad?
Gallery
Fredrik Reinfeldt's leaving presents
National
Five Swedish TV shows you shouldn't miss
Gallery
A tool belt, a casserole, and a book. Fredrik Reinfeldt's parliament gifts
TT
Lifestyle
Top five winter festivals in Sweden
TT
National
Sami reindeer herders win mine reprieve
Gallery
Property of the Week: Gamla Enskede
Sponsored Article
How to catch the first lobster of the year
Politics
Ten new minister faces you should know
Tech
First womb transplant baby in world born in Sweden
Gallery
People-watching: October 5th
National
What's on in Sweden
National
Sweden rethinks Afghan translators' protection
Society
Interview with Geena Davis: 'I want to be in a Swedish movie'
Gallery
Stefan Löfven through the years
Team SCA
Sponsored Article
All-female SCA team takes off on Volvo Ocean Race
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

994
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN