• 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
Swedish expert slams Norway terror alert
Terrorism expert Ranstorp and a policeman in Norway. Photos: TT

Swedish expert slams Norway terror alert

A Swedish terrorism expert has come forward criticizing the way Norway has handled its recent terror threat, saying the day the threat began was a "total problem in intelligence". READ  

Swedish nurse reported for patient 'death wave'

Swedish nurse reported for patient 'death wave'

A nurse in southern Sweden has been reported for abuse at a senior care centre after she allegedly waved to a colleague with the hand of a recently-dead resident. READ  

Pandas Plopp and Polly born in Swedish zoo
Plopp and Polly, the offspring of Pandora the panda. Photo: Kolmården

Pandas Plopp and Polly born in Swedish zoo

A pair of red panda cubs have been born in central Sweden, a wildlife park announced on Monday. READ  

Green Party ranked 'most gay friendly' in Sweden

Green Party ranked 'most gay friendly' in Sweden

The Green Party's views are 88.6 percent "LGBT-friendly", a Swedish LGBT rights group claimed on Monday, making the Greens the most gay-friendly of all Sweden's parliamentary parties. READ  

Man held on suspicion of murdering wife
Police on the scene. Photo: Johan Nilsson/TT

Man held on suspicion of murdering wife

Updated: Police arrested a man in Copenhagen on the suspicion of killing his wife, whose body was found at the couple's home in southern Sweden during the weekend. READ  

Arlanda, Stockholm
Lightning bolt grounds flight to New York

Lightning bolt grounds flight to New York

Swedes bound for New York learned on Monday morning that their plane had been cancelled after it was hit by lightning during Sunday's thunderstorm. READ  

Elderly Swedish man stripped of his 35 cats

Elderly Swedish man stripped of his 35 cats

The County Administrative Board of Skåne has decided to confiscate the 35 cats of an 81-year-old man who was forbidden from having more than nine of the furry felines. READ  

Wild weather set to strike Sweden anew
Photo: TT

Wild weather set to strike Sweden anew

With Sunday's thunderstorm reported as the worst of the year so far, Sweden is bracing for round two on Monday as meteorologists predict more of the same. READ  

Swedish youth suicides hit 25-year high

Swedish youth suicides hit 25-year high

Last year 1,600 people in Sweden took their own lives - and for Swedes aged 15 to 24, the numbers haven't been so high since 1989. READ  

Floods replace Swedish heatwave
The Viking Lines ferry pictured was ripped away from the dock as a result of the storm. Per Gustavsson / TT

Floods replace Swedish heatwave

The Swedish summer was washed away on Sunday as thunderstorms caused chaos in Stockholm, including torrents of water flooding down stairways at metro stations. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
People-watching, June 26th - 28th. Get inside Stockholm's hottest nightclubs
Gallery
Top ten Swedish taboos
Society
Seven-year-old Swede cycles to Berlin
Politics
'Gaza conflict needs help, not empty rhetoric'
Society
Swedes voted 'most beautiful' in the Nordics
Blog updates

27 July

Approaching Stockholm (Around Sweden in a kayak) »

"I woke up in the comfort of my own little cabin on Eva and Rolf’s boat, it was 7:30am and I was feeling a bit groggy after a couple of beers with all the lovely locals the night before. The previous day had really taken its toll on my body and I was very stiff and..." READ »

 

24 July

Sharing our Pride: Celebrating Love & the LGBT Community! (Stockholm in my American Heart) »

"It’s mid- July in Stockholm, and with much of the city on vacation, things can seem a little quiet – the streets, the bus, and the grocery store. One thing that has not paused for a summer break, though, is preparation for Stockholm’s Pride Festival, which will take place from July 28 to August 2...." READ »

 
 
 
Business & Money
Sweden demands EU clarity on Bitcoin tax
National
Swedish organic sales enjoy 'amazing' growth
Photo: Johan Nilsson/TT
Society
What's On in Sweden
Gallery
People-watching July 23
National
Swedish cops elect not to shoot 'angry elks'
Business & Money
New alcohol retail rules threaten micro-breweries
Gallery
People-watching Båstad
Business & Money
Sweden falls to third in global innovation index
Society
Swedish ornithologists keep webcam watch
Photo: Andreas Nordström/Image Bank Sweden
Gallery
Top ten Swedish beach hot spots
Tech
Swedish Wiki vet sets new content record
Photo: Fastighetsbyrån
Lifestyle
In Pictures: The Local's Property of the Week
Photo: Finest.se
Gallery
People-watching July 15-16
Photo: Ola Ericson/Image Bank Sweden
Society
What's On in Sweden
Photo: Lisa Mikulski
National
Hope springs eternal for expat pet shop owner
Gallery
Princess Estelle steals limelight at mum's birthday
National
Swedes risk infants' lives by covering up prams
National
Swede runs for office just using Bitcoin funds
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

739
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
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
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