Today Stockholm Fashion Week begins (or, as it is really called: Mercedes-Benz Fashion Week Stockholm). It has come a long day since I started going to fashion shows in Sweden. It is centralised and organised, and crucially, it is not spread out over ten days (as it sometimes were in the past), but squeezed into just three days.
The nice thing about Sweden’s fashion week is that is friendly and nice and there aren’t hoards of fashion-crazed Bryanboy copies banging on the door and trying to get in (which in a way is fun, but let’s just say it’s a bit more relaxing to go to the shows in Stockholm). In fact, the worst show I’ve ever been to was a Giorgio Armani show in Milan where people actually ran as if at a rock concert to get hold of the few standing seats left. I’m glad I won’t be running this week.
You still have to dress up though, but in a country which isn’t home to any big luxury companies, you won’t see the fashion crowd wearing AW 2011/2012 Prada anytime soon. In fact, I’d be surprised if I saw Prada’s spring collection.
There’s just one little problem: the Swedish winter weather. Too cold and too icy, I always feel forced to pile on layer after layer, opting for warmth rather than fashion points. At least this year I have a pair of Comme des Garçons boots, which are both suited for snow and fashion scrutiny.
Then there’s my Jil Sander coat… oh, who am I kidding? I’m going to look smashing.
For the whole schedule for Mercedes-Benz Fashion Week Stockholm, click here.