How Sweden leads in a new era of fashion
Fashion has been a major topic of discussion in Stockholm this month. The Swedish Fashion Council (SFC), under the name Stockholm [X]perience launched its Fashion Transformation report, showcased key talent, presented a new book, and a new platform at a glamorous dinner at Fotografiska Stockholm.
International and local communities came together for the two-day event to mark a new era at the Council with the launch of Fashion X, their new digital platform. The brands involved are part of the council’s incubator program and to enhance the deal, artists in visual arts and music have also participated.
Sweden for some is not the first country that comes to mind for being fashion-centric. For those in the industry, it is known that Scandinavia has a foothold in the industry from Iceland, to the Faroe Islands, Denmark, to Greenland (which actually belongs to Denmark), Norway, Sweden and Finland.
Nevertheless, Swedish fashion is a breeding ground for innovation, sustainability and raw design talent. This new fashion era that the council is calling is a strategic plan for continued strength in these areas. – The Swedish Fashion Council’s work is focused on promoting, educating and renewing the fashion industry, says Jennie Rosén, CEO of the council. “One of the initiatives we work with is our incubator program: SFC Incubator. All brands in our incubator combine innovative sustainable business models and creative excellence with a disruptive vision, making them pioneers in the new era of fashion. Participants in the incubator receive coaching from a 360-degree approach, including everything from PR and communication to business model strategies, production and sales.”
The Fashion Transformation, a report was discussed during a panel discussion with industry experts at Polestar Stockholm. Lucy Maguire, Senior Trends Editor at Vogue Business moderated, while participants were Isobel Farmiloe, Strategy Director at Dazed Media, Jonatan Janmark, Partner at McKinsey, Danica Kragic, Professor of Computer Science Suzan Hourieh Lindberg, Founder of The Social Few, Linn Af Klint Kansmark , Circular Business at H&M, Fredrik Timour, founder of the Fashion Innovation Center, Lisa Lang, Director of Legislation and EU Affairs, EIT Climate KIC, and Komal Singh, Polestar. The discussion revolved around new business models, new consumer values, inclusion, digital innovations and a growing second-hand market.
Readers gain an understanding of Sweden’s place as a leading player in the fashion ecosystem, within textiles, fashion and innovation. “The report series is the first of its kind and shows the transformation of the fashion industry from different perspectives, including the acceleration of the second-hand market, the rise of digital fashion, the impact of industry 4.0 and the necessity to create different organizations,” says Rosén. “The report also points to the policy initiatives needed to further support and strengthen the transformation.Fashion Transformation draws on a combination of measurable data and interviews with industry experts, such as Achim Berg, Global Leader of McKinsey’s Fashion, Apparel and Luxury Group and Isobel Farmiloe, Strategy Manager on Dazed.”
The council’s new book FASHION 2022, was launched and celebrated at a dinner. The book is based on the findings of the Fashion Transformation report. It contains interviews by prominent international journalists from famous fashion media such as Vogue. Fashion’s leading voices are featured in the book, voices that have the influence to change the industry. Stories of artistic talent from Feben, to Anna Uddenberg, Rave Review, Saman Amel, Fiiri Agency, Eytys, Our Legacy Workshop, and more are included in the book.
Part of Stockholm [X]the experience was the physical displays, presentations and activations of several brands, which are emerging talents shaping the future of fashion where they have combined innovative sustainable business models and creative excellence with a disruptive vision: Hodakova, AVAVAV creative director Beate Karlsson, BFC Newgen and SFC [Incubator] brand Feben, celebrity favorite Jade Cropper, multi-dimensional brand Selam Fessahaye as well as former LVMH Prize finalists and Gucci Vault participant Rave Review.
The showcase premiered in various locations around Stockholm from A House Ark, Loyal Gallery and Stockholm Fashion District, giving visitors the opportunity to take in the city. Musical performances at Södra Teatern, one of the country’s oldest theaters, were curated by creative director Wasima Ayad, who is known as DAR WARDA, and headliner R&B musician Mona Masrour. Other Swedish R&B and HipHop artists were Jelassi and L1na.
Fashion X dinner
The Fashion X platform, the highlight of the Thursday night dinner gives a voice to this new era of fashion, where previously overlooked talent has a space to thrive. The platform also looks at the industry from a political, economic, social and creative point of view.
“The dinner was the last event after a packed two-day schedule focusing on the new era of Swedish fashion. All the most prominent industry people from Sweden, as well as local and international press from some global top titles attended. The guests were Lulu Kennedy, founder and director of Fashion East; Ida Petersson, purchasing director for womenswear at Browns; Leanne Elliot Young, co-founder and CEO of the Institute of Digital Fashion; Audrey Hu, Fashion Editor of Vogue China; Lezan Lurr, co-founder of Namacheko; David Martin, Editor-in-Chief of ODDA Magazine; Erik Fagerlind, co-founder of Sneakers ‘N’ Stuff and others, says Rosén.
There is a lot going on in the Swedish fashion ecosystem and the Swedes show no signs of slowing down, quite the opposite. November has proven to be a success with the launch of Fashion X, the Fashion Transformation report and FASHION 2022. The Swedish Fashion Council shows that it has the tools and savoir faire to support all talents, eliminating those that have been overlooked with inclusive measures. This is not a space you want to take your eyes off of.