Amongst all the hype and circus of NY, Milan, London, and Paris, few will know that last week Stockholm played host to their fashion week, providing a platform for Scandinavian designers. The resident Stockholm fash-pack are not to be underestimated, with a mixture of editors, stylists, and bloggers, they set the tone for the coming season and are probably the best ambassadors for Swedish design.
It wouldn't take a genius to state that the biggest export from Sweden in recent years is
ACNE STUDIOS. If it's one thing that is a shame about SFW (Stockholm Fashion Week), it's that Jonny Johansson set up his show base in London and Paris. He can't be blamed, it is certainly a more prosperous and public playground, but in another sense, it would put Stockholm firmly on the map and bring industry regulars to its shores.
The big speaking point of this past week was relative newcomer (showing their fourth season) ALTEWAI.SAOME. Having won The Max Factor Award of 2012, they were given the chance to open Stockholm Fashion Week. Founded in 2009, the duo behind the name are Swedish designers Natalia Altewai and Randa Saome, based in southern Sweden in Malmo, they create a luxe simplicity from their atelje. Below are a few of my favourite looks.
FILIPPA K, founded in 1993 by Filippa Knutsson and Patrik Kihlborg, is a respected and firm favourite of Sweden. With its timeless design, dedication to quality, and discreet flair, this is a brand that is revisited season after season. It has a yearly turnover of 55 million Euros, with over 50 brand stores. Without casting a negative light, it may not be the most creative and inspiring house, but it is reliable, and there's no better place to go to if you're looking for a tee or tailored trousers. The AW12/13 collection hasn't swayed far from it's trademark ethos. My favourite looks from the show include;
A third show which I would highlight is StYLEIN, founded in 2001 by Elin Nystrom, it has never been a favourite of mine, but this AW12/13 collection has shown me a different side to the (dare I say it?) predictable brand. It is by no means something that I would jump to get my hands on, but believe it deserves a shout.
This should hopefully have given you a taster for what Stockholm has to offer during its Fashion Week. I will continue to, in the next few days, highlight some more resident talents, and also introduce you to my favourite Swedish bloggers and editors.
XJ
