• 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)

Don't miss...X
Left Right

Your comments about this article

Today's headlines
Boy receives cancer vaccine by mistake
Photo: Hasse Holmberg/TT

Boy receives cancer vaccine by mistake

A boy scheduled to be vaccinated against mumps, measles, and rubella instead received a vaccine against cervical cancer. His family has now reported the blunder for inspection. READ  

Sweden grants additional funds to jobs agency
Photo: Bertil Enevåg Ericson/TT

Sweden grants additional funds to jobs agency

The Swedish government has announced that it will increase funding to the jobs agency (Arbetsförmedlingen) in 2015, primarily to cover personnel costs but also to prevent long-term unemployment. READ  

Police 'powerless' against street racers
Police on E4 highway. Photo: Johan Nilsson/TT

Police 'powerless' against street racers

Stockholm police said they were powerless to react when streetracers took over at "insane speeds" on a large highway on Friday night. READ  

Saab carmaker wins receivership
Photo: Björn Larsson Rosvall/TT

Saab carmaker wins receivership

After initial rejection, a Chinese-owned company set up to take over Saab's assets after the troubled Swedish carmaker's bankruptcy said on Friday it had succeeded in being placed in receivership. READ  

Woman suffers cardiac arrest while giving birth
Photo: Tomas Oneborg/TT

Woman suffers cardiac arrest while giving birth

A 30-year-old woman went into cardiac arrest while giving birth at a Stockholm clinic - without hospital staff noticing that anything was wrong. She remains in a critical condition on Friday. READ  

Champions League
History repeats for Malmö fifty years later
Striker Magnus Eriksson during Malmö's 3-0 win over Salzburg in a Champions League qualifier. Photo: Björn Lindgren/TT

History repeats for Malmö fifty years later

Malmö's entry into the Champions League serves as a reminder of times gone by in European football. With Spain's champions bound for Sweden things just couldn't be better, writes contributor Lee Roden. READ  

Elections 2014
Löfven promises jobs to 50,000 young Swedes
Social Democrat leader Stefan Löfven. Photo: Fredrik Sandberg/TT

Löfven promises jobs to 50,000 young Swedes

Social Democrat party leader Stefan Löfven announced on Friday his "most important election promise", a 90-day job guarantee programme for young Swedes. READ  

 Sweden to buy fighter jets despite Swiss pullout
The Jas Gripen fighter aircraft. File photo: Wikimedia

Sweden to buy fighter jets despite Swiss pullout

Sweden said Friday it would go ahead with the purchase of a new generation of Saab Gripen fighter jets, despite Switzerland pulling out of a major co-financing deal. READ  

Three hurt after northern knife attack

Three hurt after northern knife attack

Three people are in hospital after they were stabbed during what police suspect was a gang-related attack in Umeå. READ  

Stockholm 'thief' turns out to be trainee ninja

Stockholm 'thief' turns out to be trainee ninja

Stockholm police rushed to the scene when a worried Swede reported that their neighbours were the victim of a break-in - but when officers arrived, they found nothing but a ninja in the middle of practice. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
People-watching August 27
Gallery
Top ten false friends in Swedish
National
Roma advocate scoops Wallenberg prize
Society
Meet the man who made a Swedish store recall its high heels for kids
Business & Money
'How I came to run my own business in Sweden'
Blog updates

25 August

Hit och dit, här och där (The Swedish Teacher) »

" Hej igen! A common challenge for Swedish language students are the location adverbs hit/här, dit/där, hem/hemma etc. Some of the location adverbs come in two versions. We should use one type of location adverb when we use a verb describes where we are, and we should use the other type of location adverb when we the verb..." READ »

 

25 August

The Dollar Store (Blogweiser) »

"A dollar store in Sweden. Blog post: http://t.co/tNuuvcP1q0 #USD #greenbacks #sweden #sverige pic.twitter.com/RHFAYf7U1k — Joel Sherwood (@joeldsherwood) August 23, 2014 There’s a chain here in Sweden called The DollarStore. This name always stood out to me in a country where they don’t use dollars. I went there for the first time this weekend. They actually accepted greenbacks..." READ »

 
 
 
Politics
Expert explains why Sweden's election oozes uncertainty
National
City plays Schindler's List theme at Nazi rally
Society
For Stockholm Fashion Week, here's the A-Z of Swedish fashion
National
'Amnesiac' man avoids deportation for ten years
Gallery
Princess Estelle through the years
Business & Money
Swedish city all set for six-hour workday trial
Business & Money
Five golden rules for the Swedish job hunt
Sponsored Article
Graduates: Insure your income in Sweden with AEA
Gallery
People-watching August 22-24
National
Armed royal guards caught (very) drunk on the job
National
Sweden orders textbook on Roma discrimination
Gallery
Violent anti-Nazi demonstrations in Malmö
Society
A closer look at Sweden's five official minority languages
Gallery
See the destruction from the southern Sweden floods
Politics
'Sweden Democrats hold the key to elections'
Society
Swedes celebrate first day of smelly fish season
Politics
Sweden elections: How do they work?
Finest.se
Gallery
People-watching August 20th
Society
Did you know the Bronx in NYC was named after a Swede?
Sponsored Article
Find out what gives this Swedish school executive appeal
Sponsored Article
Introducing...Your finances in Stockholm
Sponsored Article
Introducing...Housing in Stockholm
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

771
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