• Sweden edition
 
Fashion Week
The Local's ultimate A - Z of Swedish fashion
A fashion show in Stockholm. Photo: Christine Ohlsson/TT

The Local's ultimate A - Z of Swedish fashion

Published: 25 Aug 2014 16:50 GMT+02:00
Updated: 25 Aug 2014 16:50 GMT+02:00

It's time for Fashion Week, folks. Weak at the knees already, envisioning the flood of black-clad Stockholmers obscuring the streets? You may find there's more to Swedish fashion than you thought. So knuckle down - this could take all week.

Pieces from Acne's fall collection. 

A – Acne (Ambition to Create Novel Expression). Arguably Sweden's biggest fashion export (after H&M of course), Acne founded in 1996 started as a jeans company but is now so much more encompassing ready-to-wear, womenswear and menswear collections and showing at Paris, New York, London Fashion Weeks.

B – Black. Fashion loves black and so does Sweden. Stockholm's women in particular – much like their Scandinavian cousins in Copenhagen, Denmark - have a long-standing love affair with black. Summer, winter, rain or sunshine; black is always appropriate.

C – Clean lines and minimalism. If there's one thing Swedish fashion is it's clean: lines, cut, fabrics; regardless of the season or brand, minimalism is central to the Swedish design ethos.

D – Denim brands. The fashion world was reawakened to Swedish fashion in the mid-late nineties when denim brands Acne, Nudie Jeans and later Cheap Monday in 2000, took the fashion world by storm. Skinny jeans were in and Sweden was ready with enough cool, casual slim-fitting denim to clothe the world. Scandi-cool style was born.

E - Edge. Swedish fashion is renowned for its cool casualness but Swedes also love an edge; leather jackets, rock-inspired all-black ensembles and anything else rock, goth or punk-derived.


Fashion by Filippa K. 

F – Filippa K was another nineties brand, but still has its kick. Founded in Stockholm in 1999, Filippa K boasts stores in twenty markets worldwide and plays to that most Swedish of style aesthetics, minimalism and great slick design.

G – Gothenburg is on the rise. With Nudie Jeans already a major export for the city, Sweden's number two has its own budding fashion scene including bow-tie makers, The Bow Club, a set of vintage-inspired labels including Vintage by Fé and Nic and Mel, and hipster favourite, Velour.

H – Hennes and Mauritz; the biggie, the unavoidable, the king of high-street retailers. H&M is a world-wide phenomenon thanks to its affordable clothing lines, trend-driven designs and collaborations with some of the world's most prestigious designers.

I – Ice, snow and other wintry conditions. Sweden's dynamic climate is a massive consideration for its designers and residents alike. How do Swedes survive minus temperatures? Long, padded coats, big black boots, beanies and regularly-serviced central heating.

J – J. Lindeberg. Yet another of Sweden's nineties fashion brands, J. Lindeberg was founded in 1996, has shown at fashion weeks in New York, Beijing, London, Milan and Stockholm, and has a sportswear line are worn by some of the world's best athletes.


Fashion blogger Elin Kling. Photo: Claudio Bresciani/TT

K – Kling, Elin. Sweden's number one fashion blogger and model. Her daily photo posts of her enviable lifestyle and wardrobe mean she is a regular at fashion week and a must-know blogger for all Scandinavian style fans.

L – Leisure-wear. Sweden boasts magnificent countryside, great national parks and seasons that permit fun sporting activities such as volleyball in the summer and cross-country ice-skating in the winter. So Swedes do leisure-wear very well. Warm jackets, comfy boots and running gear for all occasions – even just for walking the dog.

M –Moderådet – the Swedish Fashion Council that offers out the Rookies awards and promotes Swedish design talent though Stockholm Fashion Week - not to be confused with Mercedez Benz Stockholm Fashion Week.


Nudie Jeans. Photo: David Magnusson/TT

N – Nudie Jeans, one of Gothenburg's most successful exports, can be seen on Zac Efron, Vanessa Hudgens and Jennifer Aniston. Not bad for a small label from the west coast.

O – "Off the wall." Vans, Converse and other sneakers are a big deal in Sweden. Pounding the pavements of the cities or off-roading in the forests requires comfortable footwear but being the cool-conscious people Swedes are, only the historically coolest brands will do. American sports stars and brands make for the best sneaker inspiration.

P – Pär Engsheden. This Swedish atelier not only designed Crown Princess Victoria's wedding gown but has produced numerous dazzling dresses for the royal family including a jaw-dropped red number for Princess Madeleine in 2002. He also scooped a Swedish Elle magazine award in 2011.

Q – Quirky. Sweden's major cities are hotbed for hip and happening hipsters who love nothing more than a quirky trend. Round, John-Lennon-inspired specs with dungagrees and a eccentric moustaches for the men.

R – Rookies. The award handed out to one lucky up-and-coming designer each year by the Swedish Fashion Council (Moderådet). Many past participants in the yearly competition have gone onto show at one of Stockholm's fashion weeks.

S – Stockholm, the centre of Swedish fashion. Birth place of Cheap Monday, Acne, and Filippa K, and the location for Sweden's two biggest fashion weeks. A style city if ever there was one.

T – Tiger of Sweden was founded way back in 1903 in Uddevalla, a small town on the Swedish west coast. The company underwent a brand repositioning in 1993 focusing on 'taking the suit from the bank to the street'. They succeeded. Tiger shows frequently at fashion week and has managed to bridge the gap between luxury and trends.


A Björn Borg fashion show. Photo: TT

U – Underwear, namely Björn Borg's. If you're in a major Swedish city you will not escape the might of the tennis ace's bright, colourful, patterned undies. You'll see them in the shops and on the streets - popping out beneath many a low-rise jean - Björn Borgs are the underwear equivalent of Converse. Ubiquitous and worn by all ages.

V – Victoria.  The Crown Princess, that is; not her secret (although Victoria's Secret will also be opening soon in Stockholm). Often under the spotlight for her sense of style – Sweden's number one princess wowed her public in 2010 when she wore a simple but elegant Pär Engsheden gown to wed Prince Daniel Westling. Victoria's style fits neatly in-between refined, classic and chic.


Crown Princess Victoria. Photo: Pontus Lundahl/TT

W – Whyred. Pronounced as it reads i.e. Why, red. This popular Swedish label was established in 1999 by friends Roland Hjort, Lena Patriksson Keller and Jonas Clason. Hjort’s grandfather is Swedish artist Sven 'X' Erixon. When asked why red was his favourite colour in a radio interview in the 50s, Erixon dryly quipped:'Well, blue then'.

X – X-dressing. Swedes love androgynous boy-meets-girl style: boys in slim-fitting blazers, girls in masculine shirts, boys and girls in unisex skinny jeans.

Y – Youngsters. Sweden's universities and colleges are hotbeds for new designer talent: The Swedish School of Textiles from the University of Borås outside Gothenburg and Beckman's College of Design Stockholm are fashion week regulars; the colleges are veritable breaths of fresh air when it comes to intriguing and explosive ideas in an otherwise minimalist-driven style-scape.

Z – Zzzz. Yes, Z is for sleep, the one thing that nobody gets enough of during fashion week!

Victoria Hussey

For more stories about Sweden, join us on Facebook and Twitter

The Local (news@thelocal.se)

Your comments about this article

Today's headlines
Science
Swedes discover rare Antarctic fossils

Swedes discover rare Antarctic fossils

Researchers from Sweden have been speaking about a rare discovery of mammal fossils in the Antarctic. READ  

Ukraine conflict
Sweden Democrats reject EU-Ukraine pact
The Sweden Democrats have two MEPs, seen here with the party's leader Jimmie Åkesson. Photo: TT

Sweden Democrats reject EU-Ukraine pact

BREAKING: The European Parliament has backed an 'historic' agreement to allow closer trade between the EU and Ukraine, but the nationalist Sweden Democrats were among those trying to block the deal on Tuesday. READ  

Elections 2014
Löfven to get no help from Sweden's Liberals
Liberal party leader Jan Björklund. Photo: Jessica Gow/TT

Löfven to get no help from Sweden's Liberals

UPDATED: Liberal Party leader Jan Björklund says he has no plans to join a government with the election-winning Social Democrats, as Sweden's political future remains uncertain. READ  

Analysis
'Evolution' for Sweden's crowd-funding scene
Photo: Victor1558/Flickr

'Evolution' for Sweden's crowd-funding scene

The Local checks out crowd-funding in Sweden as US giant Kickstarter announces plans to launch in Scandinavia. READ  

Opinion
Scandinavia and Scotland: closer links?
Brit Kester Gibson (left) thinks Scotland should split from the UK but Swede Mimi Coglianos disagrees. Photos: private

Scandinavia and Scotland: closer links?

Scotland votes on whether to become independent this week and the Scottish National Party has suggested closer ties with Scandinavia if the 'yes' camp wins. The Local asked two readers if they agreed with Scotland splitting from the UK. READ  

Sport
Malmö gear up for Champions League
Sweden's biggest club Malmö face Juventus on Tuesday. Photo:TT

Malmö gear up for Champions League

Malmö are the first Swedish club in the Champion's League for more than a decade but they face a tough debut fixture against Italian champions Juventus in their Group A opener. READ  

Sweden earthquake 'was strongest in 100 years'
The town of Mora, near where the earthquake hit. Photo: Shutterstock

Sweden earthquake 'was strongest in 100 years'

An earthquake measuring 4.1 on the Richter scale shook parts of central Sweden on Monday and experts have revealed it was the strongest in a century. READ  

Elections 2014
Löfven rules out making government with the Left
Left Party leader Jonas Sjöstedt. Photo: TT

Löfven rules out making government with the Left

Election winner Stefan Löfven announced on Monday that he would not form a government with the Left Party, a move that party's leader called a "huge mistake". READ  

Elections 2014
Six big headaches for Stefan Löfven
Stefan Löfven: a man with a lot on his plate. Photo: Sören Andersson/TT

Six big headaches for Stefan Löfven

Stefan Löfven has started talks to form a new government, but the former welder faces huge challenges in bringing together an administration that will work. The Local explains why. READ  

Business
Microsoft to buy Swedish Minecraft makers

Microsoft to buy Swedish Minecraft makers

UPDATED: Microsoft announced on Monday that it was buying Swedish company Mojang, which was behind the hit game Minecraft, for $2.5 billion (17.9 billion kronor). READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Sponsored Article
How to start a business in Stockholm
Society
How I became a surf blogger when I moved to Sweden
Gallery
People-watching: September 13th
Society
Why is Stockholm's Södermalm so cool?
Gallery
People-watching: September 11th
Blog updates

15 September

Liten, litet, små & lilla (The Swedish Teacher) »

"Hej igen! Have you ever been confused about when to use “liten”, “litet”, “små” and “lilla”? Today I’m going to sort out how use the adjective “liten” (small) and the different forms of it. Liten or litet? “Liten” is the form we will use when referring to a noun with the gender “en”. For example: Min pappa har en..." READ »

 

12 September

EU sanctions: necessary, effective and timely (The Diplomatic Dispatch) »

"Regular readers of this blog know I’ve written about the Russia-Ukraine crisis here. Today I’ve chosen to share an article by the UK Minister for Europe, David Lidington, with my readers: This week the European Union imposed further sanctions on Russia. This decision followed months of destabilisation of Ukraine by Russia, and months of political..." READ »

 
 
 
Gallery
People-watching: September 13th
Politics
Five possible election outcomes
Politics
Sweden elections: How do they work?
Politics
Sweden elections: Who's who?
Lifestyle
What's on in Sweden
Gallery
Property of the week - Hornstull, Stockholm
Analysis
Five differences between the UK and Sweden
Welshman Jonny Luck is now a chef in Sweden
Society
How I opened my own restaurant in Sweden's Malmö
Sponsored Article
Stockholm tech fest: relive the magic
Gallery
People-watching September 8th
Photo: TT
Politics
Feminists fight for first seats
Politics
Immigration cut push from Sweden Democrats
Sheryl Sandberg says women have "low expectations"
Tech
Facebook exec talks women's limits in Swedish business
Politics
Left Party calls for justice and equality
Politics
Green Party wants 'better world' for kids
Lifestyle
The five best Swedish songs of the month
Sponsored Article
Introducing… Insurance in Stockholm
National
Huge clear up underway after Skåne floods
Politics
Sweden's Alliance reveals full manifesto
Tech
Sweden's highest peak to lose title next year
Politics
How immigration became a key election issue
Sponsored Article
Graduates: Insure your income in Sweden with AEA
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

870
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