The Stockholmtown Blog

"It's Fashion Week in Stockholm! And when you think of Swedish fashion you might think of really, really tight jeans. Lately this formfitted garment has become as much a national symbol as meatballs, clogs and Ingmar Bergman. Here are a few places where you can find a pair for yourself! Wear them or keep them as a souvenir" writes the editor of Stockholmtown and lists the best places to shop.

Photo: Jens Assur

Mercedes-Benz Fashion Week (formerly Fashion Week by Berns) in Stockholm kicks off today, and over the next three days, a record number of participants will be showcasing the very best of Swedish fashion. The week is expected to attract big international media names, such as Italian Vogue, British Elle, and Style.com, but will not only be covered by a large international press corps − some of the world's leading fashion bloggers and buyers will be attending, too. (photo: Nina Jarebrink who is showing at Berns)

Swedish fashion exports were one of the few industry sectors to report growth last year, and during the first quarter of this year alone, clothing exports rose by 7 per cent in comparison with the corresponding period last year. The international interest is also reflected in this season's confirmed guest list, which includes not only the above-mentioned titles, but names such as Cover from Denmark, Elle from Norway and Maxi from Germany.

Mercedes-Benz Fashion Week Stockholm starts on 16th August and ends on 18th August. Berns Salonger will continue to organise the week in partnership with ASFB, and several of the shows will be held in Stora Salongen at Berns and in the Mercedes-Benz Fashion Pavilion in Kungsträdgården. 

Stockholm Fashion Week, mainly for buyers of fashion including the cotton fair and Nordic Shoe & Bag Fair, takes place during the same period.

-  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.

- 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.

photo: svensk damtidning
H R H Princess Madeleine of Sweden, known for her interest in fashion, is the patron of Stockholm Fashion Week by Berns. Sthlm Fashion Week by Berns will take place June 30- July 2. One of the new designers showing this season is Agunandagirl and Nikolaj d'etoile and wellknown Swedish brands such as Filippa K, Whyred and Acne.

Photo: Carin Wester
The image of  the fashion country Sweden is gradually changing. It's no longer only the land with clean basic every day wear and the country who produces clothes for the masses. Clearly, jeans from Acne, Nudie and Cheap
Monday opened the eyes of the world, but there are much more to be seen. Swedes are internationally minded and quick to pick up different trends. No wonder that Stockholm has become a place for a more conceptual fashion during the last few years. Thanks to the smaller shops in SoFo, City and Östermalm the smaller labels have gotten their own arena. Stockholm has a lot. Heres just a small selection of the brands with their own stores.

Acne Studio Norrmalmstorg 2/Hamngatan 10-12.
Camilla Norrback, Norrbackagatan 60.
Carin Wester, Rörsstrandsgatan 40.
Fifth avenue shoe repair, Bondegatan 46B.
HOPE, Norrlandsgatan 12.
Jenny Hellström, Hornstulls stand 11.
Monki, Götgatan 19, Souk Drottninggatan 53
MTWTFSS Weekday, Olofsgatan 1/ Götgatan 21.   

Nakkna, Tjärhovsgatan 3.

Nudie Jeans, Skånegatan 75.
Rodebjer, Jakobsbergsgatan 6.
Whyred, Mäster Samuelsgatan 5B.
Öös Designunion, Svartensgatan 12A.

The world is turning towards Sweden for fashion. The swedish designer Carin Rodebjer is one of them, based in New York. She has just opened her own first Rodebjer store on Jakobsbergsgatan 6, close to Biblioteksgatan in Stockholm.  The Architect Ola Andreasson and the illustrator Liselott Watkins have been working together with Rodebjer to create a cool new boutique.