Attainable "designer" fashion in Sweden: J.Lindeberg A/W 2012 (photo by Kristian Löveborg, courtesy of the ASFB)
Later this year, in May, I will have lived in Sweden for five whole years. In fashion terms, that’s ten seasons and so, nearly an eternity. Many a thing said in jest, as the saying goes, and though on one hand, I’m being flippant, on the other it does makes me wonder how this has affected my view of fashion and, to a lesser degree, my wardrobe. Read more » >>
From Maria Nordström's upcoming "Purgatory" collection (photo: Maria Nordström)
In exactly twelve days from today, Autumn/Winter 2012 fashion week will descend upon Stockholm. While I’m still weirded out by the fact that whilst we’re in the midst of winter, we’ll be looking at clothes that’ll be worn twelve months from now (gotta love the long Swedish winter!), I’m excited nonetheless. Here’s a highly personal selection of shows that I think will make the most impact: Read more » >>
BLK DNM leather jacket: the best?
I find that in Sweden there is a culture of “being the best,” which is not meant to be elitist but instead focuses on quality. From a fashion and design point of view, this often translates into brands – H&M and Ikea aside – not wanting to necessarily be the biggest or most profitable, but simply being the best at what they do. Read more » >>
It’s no secret that Swedes enjoy a very high standard of living. They are often held up as examples of well-educated, well-adjusted and insanely healthy people, and as a result local brands are eager to tap into this notion in order to sell the “Swedish-ness” of their products. In other words, they are selling the lifestyle of Swedes. Read more » >>
The future of Swedish design? (Melonia by Naim Josefi and Souzan Youssouf)
A common theme running through my last few posts has been the spreading influence of Swedish fashion worldwide. Another is that perhaps the perception of Swedish fashion as a one-trick pony (“cool minimalism”) should start being revised. Both are especially the case when you view contemporary Swedish fashion alongside its other design cousins: textiles, furniture, product design, graphic design, etc.
Let’s look at some internationally renowned Swedish design: Orrefors produce exquisite glass, but they are not afraid to push the boat out a little and even recently landed Karl Lagerfeld as a collaborator. Multi-disciplinary design studio Claesson Koivisto Rune believe in entertaining through design, which comes shining through in their furniture, lighting, buildings and interiors. Meanwhile, Svenskt Tenn and 10-gruppen – predominantly known for their textiles – allow bold colours, prints and whimsy to run riot. Do you feel that façade of Swedish same-ness crumbling yet?
In fact, diversity in Swedish design is being championed during the Design Festival in London that starts this weekend. Featuring various exhibitions, seminars and talks, Hemma: Swedish Design Goes London will explore the varied landscape of Swedish design now. First up, some 50 designers and companies (a good mix of established and up-and-coming) will be exhibiting their works at the home of the Swedish Ambassador. Special Library Talks will shed lights on the trends within Swedish design and architecture, while there will be several chances to have fika (Swedish for an informal gathering of friends for coffee, sweet treats and a chat) with individual designers and companies.
Hemma will also celebrate emerging designers with ung8, a juried selection of Sweden’s best young talents. From industrial design and furniture to ceramics and new concepts, ung8 represents the future of Swedish design. And whilst they aren’t going anywhere soon, a retrospective of Claesson Koivisto Rune will be held at the Skandium shop in Knightsbridge.
So what can we learn about Swedish fashion from Swedish design? If Hemma: Swedish Design Goes London has anything to do with it, it’s that diversity whilst maintaining a strong identity is key to winning over the world.
These Whyred x Folkform candleholders are part of the exhibition at the Residence of the Swedish Ambassador in London.
Hemma: Swedish Design Goes London runs from the 17th to the 25th of September and is a collaboration between the Swedish Institute, the Swedish Trade Council, Svensk Form and the Embassy of Sweden in London. Visit the website for locations, dates and opening times.
…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.
… 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.