HAPPENINGText: Victor Moreno

Stockholm Fashion Week SS10

Right after the Copenhagen Fashion Week the Swedish fashion industry pushed the start button for its shows. A solid face of the Scandinavian fashion has been seen in Copenhagen. Now, Stockholm Fashion Week grows up. 20 Swedish driven-designers, an extended international attendance and two main venues in town.


Ann-Sofie Back decided to be the very 1st one to shoot on Monday 11 am to introduce her BACK SS11 collection for a more intimate gathering in a location independent to the fashion week schedule at Black Market. Back belongs to the Stockholm old school. In fact, she is also lead designer with Örjan Andersson of the Cheap Monday collections. She starts to lay the foundations of her own brand worldwide. The underline BACK SS11 collection is based in three main topics: romanticism, sporting and casual.


It is not the first time that Cheap Monday runs a show open to the public where fans can join the party. This time they built up a big tent at Ridderholmen island in the city center. The catwalk was right next to the water with an epic view in the background of the City Hall in the raining raw afternoon. “Just Cheap” is the SS11 inspired in the latin denim fashions, Italian diamonté and L.A celebrity taste twisted with minimal and cleaner look. The silhouettes are cropped and wide mixed with long length skirts and dresses. Naomi Itkes is one of the most respectable Scandinavian stylists. She continues doing the styling for their fashion shows.


Fashion Week by Berns is now called Mercedes-Fashion Week. Well, it is just what the Daimler group has done in New York. However Berns Salonger carries on as one of the main venues. Ida Sjöstedt is another of the young local talents hosted in this venue. She was helped out by brilliant Scandinavian stylist Sofie Dillon. She introduced her collection into the secret garden.


The Local Firm is another Swedish brand that is growing up solid into the mainstream market. They are well-known in Sweden for its jeans design and innovative Bauhaus vibe. This season, the brand went for colour palette of concrete tones, and alien-esque looks simulated by artificial colored lenses.


Whyred was one of the most awaited shows. The SS11 is called “Aspiration”, what people aspire to, hopes and dreams. Sharp shoulders, straight and slim tops. Roland Hjort carries on with his characteristic man modern look. Music for Whyred also is important, for the shows always has a nice selection of rock and pop classics.


One of the most important Swedish brands is Tiger of Sweden. They did their show in the other main venue, a big tent in Kungsträdgården, the “central park” of Stockholm. They showed us an astonishing collection, big budget and once again making clear that the mens collection is far better than the womens line.

Stockholm Fashion Week SS10
Date: 16th – 18th August, 2010
Place: Berns Salonger, Kungsträdgården etc, Stockholm

Text: Victor Moreno
Photos: Victor Moreno

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