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Un three days full of events, with a hybrid, free and democratic format. Stockholm fashion week ends on September 2 , which saw 30 designers and brands protagonists of Scandinavian fashion take to the field with the spring summer 2022 collections marketingmediaweb live and on the dedicated platform , created in collaboration with Boozt. An event that celebrates the new normality of fashion: from adapting to different presentation methods to exploiting the crisis to welcome new stimuli. First of all, sustainability, innovative technologies, emerging talents. In the name of that style, between the eccentric and the minimal, which has made Scandinavian fashion famous in the world.
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The spring summer 2022 edition of Stockholm fashion week is also back in Stockholm, with some unmissable events: first and foremost, the Fashion divinebeautytips Future conference , entirely dedicated to sustainability, technology and innovation. And then the Studio Visits , meetings with designers directly in their own creative space, also filmed digitally. Finally, a Sustainable Fashion Hub in the city center also open to the public and the recorded event-show dedicated to the new Swedish Fashion Talents of the Beckmans College of Design and the Swedish School of Textiles and the SFW x Boozt New Talent and Innovation Award , the prizes for the new emerging Swedish designers.
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The future of fashion? It passes for innovation and collaboration
Stockholm fashion week spring summer 2022 nanobiztech opened on August 31 with Fashion Future Talks , a hybrid press conference dedicated to the role of leadership in the sectors of sustainability, technology and innovation. How can fashion improve and grow, especially after the pandemic? A pool of international experts provided the answers. Starting with Simon Collins : «We have too many clothes. The solution is the Circular fashion economy: the future of clothes passes through their reuse and compostability. To activate it, it is necessary to start from sustainability ».
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«An obvious process, which is also becoming easier techcrunchblog to deal with economically, even if only a small part of companies use it. What we want to see is a real change from unsustainable fashion to sustainable fashion ». How is it activated? By focusing on old and new methodologies, such as tailoring : "an Uber for tailors would be desirable", but also NFTs . Technology in fashion? "It must be aimed not at sensationalism, but at solving problems." Like the new patented materials, coming from natural elements. And farewell to overpriced fashion shows.
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territory
Anita Balchandani of McKinsey presents a preview globalmarketingbusiness of the data
from the State of Fashion report , The pandemic effects : «Today investments in
fashion tech are higher than in the past, but they are mostly destined for
ecommerce (55%). Supply chain (23%) and Circular economy (14%) are secondary,
and should be increased. The moment is also favorable for the public: 64% of
the interviewees say they are familiar with sustainable products in the last 12
months ». Another important point is that of collaboration between companies:
"establishing the priorities for fashion CEOs to follow, from cooperation to
standard production and response measures to climate change" says Federica Marchionni, CEO of Global Fashion
Agenda.
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Focus on sustainability
The example from which to start, that of the US brand Pangaia : «our goal was to turn a materials
company into a fashion company. Agriculture, energy, climate change cannot be
put aside: the economics of materials and that of fashion coincide or should
coincide ”underlines Amanda Parkes , CEO of the brand and host of the talk. To
conclude, Helena Helmersson , CEO of H&M , and actress Maisie Williams ,
ambassador of the company's global sustainability.
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“During the pandemic, I felt the real desire to express
myself through clothes and clean my image. Not being able like everyone else to
physically go to stores and with ecommerce blocked, I aimed to renew what I had
»says the actress. «Now we look a lot more at relationships, from the product
to the customer. The second life of the value chain is very important for
H&M, as well as how to limit overproduction and focus on sustainability,
for example through the renting and subscription service. The search for new
business models is essential, as is collaboration on multiple levels, ”said the
CEO.
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inclusiveness and love
The practical answer to what emerged from the conference?
The Sustainable Fashion Hub in central Stockholm. A pole open to all where you
can discover new circular fashion brands, but also exchange and rent vintage
clothes, to involve even more the public of non-professionals. To inaugurate
it, none other than Princess Victoria . You are the leading brands of this new
Stockholm Fashion Week project, the new Swedish Fashion Talents: Remake Stockholm , Popswap , Arkivet , Gemme
Collective , ReRobe and It's Re: leased .
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Instagram
Swedish brands to know
The Swedish fashion is a significant element in the national
economy: about 11% of all Swedish exports in 2020 , representing a turnover of
272 billion crowns (about 26 billion euro). The merit goes to the brands that
have made Swedish style an international standard-bearer, some of them at the
forefront of Stockholm fashion week. Starting with Stand Studio , the eco-fur outerwear and bags
brand loved by It Girls, which for spring summer 2022 is expanding the range
with suits and other accessories.
A look of Stand Studio PE22.
And then the shoes and bags by A TP ATELIER , popular on Instagram, created
in Italy but designed in Scandinavia, with a minimal style and an affordable
price. And then the relaxed and sustainable luxury of House of Dagmar , which
for the next season focuses on recycled organza, relaxed knit sets and bold
colors such as poppy red. Prints and inclusiveness for Lazoschmidl and Asket .
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A look of Lazoschmidl SS22.
New names to write down? Filippa Agaton , 23, one of the
graduates of Beckmans College of Design, the institute that was the protagonist
of this edition with a fashion show. But also the sensual dresses by Charlott Vasberg , the upcycled denim by Iggy
Jeans and BLK DNM , the daywear and
cocktailwear in the name of female empowerment by Aéryne , the inclusive formal
dresses by Ida Sjöstedt .
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solidarity shopping
H&M X Jacob Felländer
Highlight of this edition of Stockholm Fashion Week, the
collection born from the collaboration between the internationally renowned
Swedish artist Jacob Felländer and
H&M . The photographer made some of his surreal images available to the
Swedish low cost brand to create t-shirts, sweatshirts, shirts, shorts, tunics,
leggings, printed kimonos. The Great Escape is the title of the capsule
collection presented at Stockholm Fashion Week (arriving in the Stockholm store
from 2 to 9 September) and of an exhibition physically accessible in the store
and via the dedicated app. The garments also feature AR elements that allow
customers to develop prints and transfer them to recycled vintage t-shirts or
sweatshirts thanks to the H&M service.
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Education
Stockholm Fashion Week spring summer 2022, trends
If sustainability can be considered a trend, it is certainly
one of the protagonists of the SFW SS22. And not only that: they range from New
Normal with genderless leisurewear sets in neutral tones, to peaks of
eccentricity: bold , spotted prints , bright and vivid colors , the fan.
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The knitwear and denim relaxed, the protagonists of the
Spring 2022 Swedish summer. And already adopted by the Stockholm Fashion Week
spring summer 2022 street style, full of ideas to follow.