Stockholm Fashion Week promises 'new normal' season end of August

By

Godfrey Deeny

Published
Jul 12, 2021

Stockholm Fashion Week has unveiled plans for what it calls a “new normal” runway season, due to be staged from August 31 to September 2.

 
Organizers have revealed that the three-day season will be a blend of physical events, pre-recorded shows, digital films and live presentations. With the goal to stage allow a free and democratic format that allows for a variety of show disciplines, though with physical events playing a key role. 
 
“Fashion week has had to adapt, just like the industry and the entire world, change and open up to better fulfil current needs. I believe that it is particularly important to encourage creativity and the magic of fashion right now when we all finally come out of lockdown. Basic and season-less is great, but we are all eager dress up again and to meet, digitally or better still - in real life,” said Catarina Midby, secretary general at the Swedish Fashion Association, which organizes Stockholm Fashion Week. 

This time a year ago, Stockholm Fashion Week was put on hold due the Covid-19 crisis, though the event was able to return in a mixed, largely digital format in February.

 
Midby is predicting a noteworthy lineup of brands including leather specialist Stand Studio; BLK DNM, founded by Johan Lindeberg a decade ago; sartorial streetwear label Diemonde; and Asket, known for its timeless classic philosophy. While the Swedish capital will also be buzzing with exhibitions, installations, performances and sundry inspirational fashion experiences. 
 
In addition, Stockholm plans to host a number of intimate “Studio Visits,” meetings with the designers in their own creative space. 
 
Once again, the Swedish season will be a “hybrid format” around five different disciplines, starting with Fashion Future, a half-day conference on fashion, sustainability, technology and innovation. Most talks and panel discussions with international speakers will be digital but presented live in Stockholm with the opportunity for networking and collaborations. 

The city will also be the site of a Sustainable Fashion Hub, for circular brands operating with new sustainable business models; open to both press and the public. With elements of cool fashion rental; deluxe vintage and second-hand companies. 
 
The season will also support the new generation with a Swedish Fashion Talents projects; and host final-year students’ graduation collections shows from Beckmans College of Design and the Swedish School of Textiles. 
 
“The new fashion week format, with a diversity of expressions and participants, feels new and exciting. The fashion community and fashion week needed to rethink and reset and it’s important for brands to reach out through an international platform like Stockholm Fashion Week,” added Diemonde founder Angelo da Silveira in a release.
 
Swedish fashion is a significant element in the overall national economy, representing some 11% of all Swedish exports in 2020 with revenues of 272 billion krona, or some 26 billion euros.