View on Swedish fashion
The daily City Newspaper featured an interview with Diane Pernet, legendary fashionjournalist writing for Vogue, Elle magazine and her own blog "a shaded view on fashion" yesterday (aug 14) about swedish fashiondesigners. Here are an extract of the interview.
"Sweden is a small country. How well do we stand in the competition to well established fashion cities such as Milan and Paris?
- Scandinavian countries have been rising during the past few years. The fashion weeks in Stockholm and Copenhagen has been bubbeling with energy. During my last time in Stockholm I discovered SandraBacklund, who is now one of my absolute favorites. So there is no question of doubt that individual designers in Sweden are on the same level as in Italy for example. But I have noticed something with swedish designers - they want to do everything by themselves and take controll, but when you do that you cant grow as a company.
What distinguishes swedish fashion?
- It is modern rather than nostalgic. You can sense that the fashion industry is something relatively new in Sweden, and that designers just recently really dares to express themselves."
According to Dagens Nyheter the swedish fabrics- and clothing export is reaching new record levels. Teko announced last week that the fashionexport represented 5,2 billion SEK of the total export of 9,1 billion SEK the first six months 2008. During 2007 the etotal export was 17 billion SEK of which half was the fashion industry.
