Cheap Monday
Cheap Monday
 

14 Feb. 2011

SHOW REPORT: STOCKHOLM FASHION WEEK


Stockholm Fashion Week, edition AW11 (Feb. 7-13), came to a close yesterday. Preceding the event, Mercedes Benz Fashion Week Stockholm (Jan. 31-Feb. 2) ran as a separate event only days before the “official” week kicked off.

One of the most anticipated highlights on the SFW schedule was the announcement of the Rookies of the year 2011 - the award established in 2005 to support young talent. The five names making it through to the final were Erïk Bjerkesjö, Granfors, Josefin Strid, Karin Malm, and Obscur.

The jury, headed by H&M’s Margareta van den Bosch, supported their decision as follows: ”The five nominated designers display completely different design concepts, but they all have one thing in common in that they run very interesting labels. The competition among the contestants was tough this year, and the nominated names possess either a great creative expression, good entrepreneurial skills or a promising potential to establish themselves on the Swedish and international market. The jury is looking forward to seeing the development of these five designers in the spring period leading up to the August edition of SFW, when the winner will be crowned.”

Apart from the Rookies nomination, awards and related designer showcase, SFW also served up the usual fare of designer presentations and established cluster of trade shows including Stockholm Modecenter, Bomullsbörsen, Nordic Shoe & Bag Fair & Stockholm Skohus, and Boutique Fräsh.

Mercedes Benz Fashion Week, meanwhile, focuses primarily on catwalk activity and caters to the international fashion pack. This season, the event attracted considerable interest, and all of 32 designers formed part of the runway line-up. Some of the participating names included Ida Sjöstedt, Nakkna, Whyred, Diana Orving, Local Firm, Cheap Monday, Dagmar, Rodebjer and Filippa K, who presented her men’s and women’s collection separately for the first time.

Emma Holmqvist

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