Odd Molly A/W 2012 (photo by Kristian Löveborg, courtesy of the ASFB)
For all the talk about “Scandinavian cool” in the fashion circles (and of course, on this blog, too) – minimalist, utilitarian, limited colour palette, not-trying-too-hard – and the international success of labels that champion said looks, such as Acne, Cheap Monday and COS, there is a flipside. Read more » >>
The invitation to the Björn Borg show. Photo: Björn Borg
A lot of my time, I’m not in Sweden, but in London. And when you get to the international scene, Sweden could sometimes seem a bit… hm… peripheral. At least it used to be that way. Because these days Swedish fashion is absolutely everywhere. London Fashion Week kicks off tonight with the opening of the new Cheap Monday store on Carnaby Street, while Björn Borg, the underwear brand, is putting on a fashion show at Battersea Power Station complete with performances by Robyn and Coco Sumner. This fashion show extravaganza will be livestreamed on MTV.co.uk.
Acne is showing their women’s wear line in London since a couple of season and it is one of the hottest tickets in town – the spring collection had the critics fawning and is sure to be another hit for the brand.
A few days ago, the Guardian ran an article about how “Scandinavian brands made ‘anti-cool’ fashionable”. Because behind Acne there are a lot of Swedish brands quietly moving onto the shelves of international stores. I noticed it myself where I lived until just a week ago, Windsor. In the more fashion-forward men’s stores in the town, Swedish brands were ubiquitous. From Acne to Our Legacy and Cheap Monday. These days even and old school geeky brand such as Fjällräven has some serious fashion cred. In fact, my intern here at Bon’s London office has one and she’s studying at Central Saint Martins.
To me, the success of Swedish fashion has a lot to do with the way style has moved into our everyday life in the last decade or so. Fashion is not just for parties or for the aristocracy; it is for everyone and every time, so what used to be Sweden’s Achilles heal is now its foremost strength. Having gotten used to making the most out of dressing for the Swedish weather and paired this knowledge with the practicality of Sweden’s fashion consumers (everything needs to be able to be washed in the washing machine, it shouldn’t cost too much, it should last a few seasons), Swedish fashion designers are well equipped for this new brave fashion world where we want to look fashionable all the time – yet still be presentable, professional and practical.
True, Swedish fashion is not only about this, but I believe this to be the core. And these days, when everyone talks about brand DNA, I think we can safely say that Swedish fashion has got it nailed.
I am back. With “I”, I mean Daniel Björk, who will be writing this blog together with Sabrina for a while. This is my report from last night’s “Ellegala”.
Even though I’ve been on the jury of the Guldknappen award there’s no denying that it is the annual Swedish Elle Awards that is the glamour-puss of the two. First of all, the setting in the luxurious winter garden in Grand Hotel makes for a great backdrop with it’s gilded interior and Versailles-like ambitions. It is also the industry awards in many ways, because Elle hands out awards for Photographer of the Year and Stylist of the Year. Read more » >>
A year is a long time in fashion. Designers can show up to four ready-to-wear collections (spring/summer, pre-autumn, autumn/winter, resort), the turnover of trends occurs at an alarming rate, and new names constantly crop up as older ones fade away (or become “establishment”). While I wouldn’t describe Swedish fashion itself as happening at breakneck speed, it’s certainly been caught up in a whirlwind this year that now has several labels, names and styles on the lips (and backs!) of many around the world. Read more » >>
A campaign image from the upcoming Versace for H&M collaboration.
Let me count the ways… Read more » >>
… is an editor at Bon Magazine. Born and raised in Toronto, after stints in New York and London she moved to Stockholm in 2007. When not preoccupied with fashion, art and design, Sabrina is known to bake too many cakes and obsess over football and cricket.
…has been writing about fashion since the late 1990s. He’s the editorial director at Bon Magazine and writes a recurring column for Swedish daily Svenska Dagbladet. He thinks the strength of Swedish fashion lies in it being accessible without becoming boring.