The Swedish Fashion Council’s latest move goes beyond the fashion week model
Fashion weeks around the globe have long operated in the format most industry types are accustomed to, with runway shows scheduled back-to-back over a period of days. But in Sweden, Stockholm is offering a new way of experiencing the city’s fashion and creative output that rejects traditional fashion week methods through Fashion X, which returned earlier this month for its second edition.
The annual event, put together by the Swedish Fashion Council, welcomed industry people from around the world to experience this year’s proceedings, including panel talks with ALL-IN and FEBEN, a cinema screening with AVAVAV, dinner and show presentation with HODAKOVA, breakfast in a garage-like setting with Louis Abel, Petra Fagerström’s first-ever solo presentation, a round table and showroom with Rave Review and Tuttolente’s first-ever runway show.
Indeed, Fashion X marks the Swedish Fashion Council’s shift in direction from hosting Stockholm Fashion Week to focusing instead on the changes and challenges the industry faces—and what actions are required to meet and benefit from these. (The SFC is owned by the Swedish Trade Federation.)
“We want to explore new innovative formats and ways of experiencing fashion beyond the traditional fashion week model,” said Jennie Rosén, CEO of the Swedish Fashion Council. “For the fashion industry to evolve, we need to look at new business models and collaboration methods with innovation and creativity in mind. Our aim is to promote disruptive players and those leading the transformation of the fashion industry while positioning Sweden on the global stage.”
The activities were much more intimate and brand-facing, with guests welcomed into designers’ homes, for instance. Other experiences included visits to the Market Art Fair, which presented 24 galleries and 24 artists at the forefront of the Swedish art scene; the All Blues x Peter Do jewelry capsule collection launch; a hike and open fire lunch in the forest with outdoor brand Klättermusen; a running club with UNNA, a visit to non-profit organization Changers Fashion and an introduction to their new fashion brand, The -ISM* Manual; a collection view at bedwear brand Magniberg, a visit to Our Legacy Work Shop; a musical performance with Unifrom; a visit to one of the Eytys’ founder’s home; and showroom appointments with SFC [INCUBATOR] Rave Review, Stockholm Surfboard Club, Eytys, Atelier Saman Amel, Maria Nilsdotter and HOPE.
According to the SFC, Fashion X was born as a way to challenge the traditional fashion week model, step away from the emphasis on seasons, and offer a platform that embraces the new era of fashion, providing a space for designers and creatives to push boundaries and experiment with new ideas and business models.
“The fashion industry is facing a transformation,” said Rosén. “Given Sweden’s focus on innovation, entrepreneurship, and sustainability combined with the high level of creativity, we are perfectly positioned to lead the new era of fashion.”
Source : V Magazine
