May 27, 2012
Hej hej,
It was finally time to upload a new photo gallery with fashion on streets. It’s getting warmer and the sun is making an appearance more often, so the weather for shooting was perfect. Here are some of the pictures that I took, and If you want to see the whole gallery follow the link below 
Have a nice evening!
http://www.thelocal.se/gallery/lifestyle/2016/
Anna, 29: Stylist at H&M; Faux Fur Coat: Pixie Market; Boots: Jeff Campbell; Tote bag: Marc Jacobs
Fashion Week is on and the streets are busy with preparations for the event. Fashion editors,journalists, bloggers, photographers are all gathered under the same umbrella. While the designers are presenting their new collections inside, the outside streets are turned into a catwalk as well. Photographer Tommy Ton, for Style.com, has spotted the trend-setters on the New York streets during Fashion Week.
For more pictures go to:
http://www.style.com/trendsshopping/stylenotes/020911_Tommy_Ton_F2011RTW/
Situated at a cozy location in Rådhuset,the brand Sir of Sweden has settled in a building that used to be a chocolate factory. Small rooms, transformed into offices, a very high ceiling, with white walls and good illumination it seems like a nice and welcoming place.
Mathias Roos, the Sales Manager was on spot so I took the chance to ask him some questions.
-What is the story behind Sir of Sweden?!
Sir of Sweden was founded in 1925 and is one of the Swedish oldest tailored clothing labels with the age group from 30-50 in focus. Initially it was only focuses on male clothing, which is where the name comes from. But as the time passed, the label included female garments as well in their collections.
-What is the signature of the brand?!
A brand that is specialized on elegance, following old traditions and creating looks for businessmen and businesswomen that have a modern attitude, but appreciate the classical looks that never go out of fashion.
-Describe the new collection
“The theme for the new collection is called American Psycho”, says Mathias. We are really focusing on the details, and the quality is really important for us. Like in the movie, everything needs to be perfect, so we are trying to recreate this concept with our new clothing line. Well, of course one has to skip all the other ideas from the movie. We do not want to say anything with that in our collection, laughs Mathias.
-How often do you usually launch a new collection?
We are launching two main collections per year, one for spring/summer and another for autumn/winter. But apart from that we have one smaller collection that comes during the New Year, where the focus lies on overdressed and fancy clothing for the big celebration. The second sub collection comes at the end of May, when the high school students are graduating. What you will spot then is a variety of tuxedos and graduation white dresses.
My name is Anastasia and I am a 23 year old girl studying Media and Communication at Södertörns University. I have moved to Sweden four years ago for my studies, being born and raised in Moldova.
My interests are photography and fashion so making street style galleries seems a good way to combine both of them! I am especially interested in street fashion, where every person can take forward their creativity, by using the garments and budget they have at disposal.
Since it is the Stockholm Fashion Week at the moment I thought it would be fun to take some interviews with fashion designers, both known and unknown and present the story behind their brand. So I guess I will start my blog with that, but in general what you can find here is what Swedes are hiding in their wardrobes, trends for the season and overall everything that is somewhat connected with street fashion.
Have a nice day and I’ll see you around
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