• 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)

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

775
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