Land fashion weeks are returning to the old (frenetic) rhythms, as confirmed by Stockholm Fashion Week 2022 just ended. Halfway between the physical and digital worlds, it has been able to adapt to the new needs of a constantly evolving sector. On the catwalk more than 30 designers and Scandinavian fashion brands that presented their Fall Winter 2022 – 2023 collections. Creativity and sustainability: the best of Stockholm Fashion Week.
The event
The Swedish Fashion Association, which is in charge of organizing the event, has chosen to present one narrower selection of Swedish brands compared to previous years. The presentations were mainly live, with an audience consisting of media and buyers. However, it was possible to participate also via the web, with content designed specifically for online guests. At the base is the desire, as in previous editions, to inspire through the “Scandi” style new ways of making, selling and wearing fashion, all rigorously in step with technology and innovation.
New Normal: at Stockholm Fashion Week 2022
The just-concluded event explored the New Normalnamely the digital transformation brought about by the pandemic. After spending months at home, working online and not needing to dress nicely to go out, she is returning to normal. Traveling, socializing, while maintaining a look capable of combining style and comfort. Stockholm Fashion Week 2022 also opened discussions and supported new ideas regarding the wardrobe of the future. Where pre-loved fashion, circular business and responsible purchasing will be the order of the day.
An image from Bite Studio’s Fall Winter 2022/2023 collection.
During the pandemic, digitization underwent a six-year growth, leading Sweden to be second only to Silicon Valley by start-up number. Both in the technological field and with respect to the issue of sustainability, it is a cutting-edge country, where the fashion industry represents 11% of exports.
H&M Studio, Stand Studio and all the brands to know
The Swedish style became famous thanks to a ‘relaxed aesthetics, minimal but incredibly sophisticated. Credit certainly goes to the brands that made Stockholm Fashion Week an unmissable event on the fashion calendar. Some names are now knownas Stand Studio, the glamorous outerwear and bags brand loved by American stars (and not only). And then H&M Studio, which for Autumn Winter 2022-2023 focuses on fluorescent colors such as orange and acid green. In the end ATP ATELIER, whose bags and shoes are very popular on Instagram. Affordable price and essential design, for Made in Italy accessories with a Northern European taste.
New names to keep an eye on
But Scandinavian Fashion Week is also famous for the continued ability to throw new brands on the international stage. As Singular Society, brand that offers an original sales model: by signing up for a subscription it will be possible to buy the garments at the cost of production. To keep an eye on too Ida Sjöstedtwhich stands out for its inclusive formal wear, e Aéryne, with a refined and decisive style. Yet Iggy Jeans, where practicality meets punk through personalized vintage jeans. And finally Diemondetimeless street style outfits, but also social commitment: the company guarantees work for refugee migrants.
An image from Iggy Jeans Fall Winter 2022/2023 collection.
Focus on sustainability
In the age of circularity, it’s no surprise that Stockholm Fashion Week 2022 showcased the green work and commitment of many Scandinavian brands. From catwalks to in-depth panel discussions, the designers have specified their intent to think of an increasingly conscious fashion. H&M Studio inaugurates H&M Studio Archive, that is a shop where you can buy the inventories of the previous seasons. While Remake produces unique pieces using recycled clothing.
An image from the H&M Studio Fall Winter 2022-2023 collection.
Street style looks
Minimalism and attention to materials are essential prerequisites of the Scandinavian style, which manages to blend sustainability and coolness. Lo is staged on the streets of Stockholm Fashion Week street style, where industry insiders offer ideas to draw from for trendy looks. The color palette remains very minimal, ranging from beige to black, with touches of acidic and bright colors. Oversized silhouettes for leather coats and trench coats, opposed to tight turtlenecks. Regarding the accessories: high bootssometimes in fabrics embellished with rhinestones, combat boots and passe partout bags in black leather.
A Street Style look from Stockholm Fashion Week.
And if the aim of Stockholm Fashion Week 2022 was to bring together, support and promote Swedish fashion, the goal seems to have been fully achieved.
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