Swedish Fashion - STHLM Fashion Days @ Berns

Tuesday, 5 August 2008

STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, 2008, Spring Summer 2009
If Victoria Silvstedt, IKEA, Volvo and……polar bears is all you know about Sweden then shame on you. Sweden is much more than just that, it’s the nation of high standard of living, delicious tap water and high taxes that probe the rich into hiding their wealth off shore. Most impressive is the functionality of the Sweden, the country is highly efficient and it’s not until you move outside the borders of the country that you notice how stupid works in other countries. A good example is the United States where you get charged when ever someone calls or text you, and if you happen to have zero credit on your card then you cannot receive anything. In the UK things a bit funny as well, here it’s illegal to drive a car without insurance. Instead of the car getting insured the driver must acquire an insurance for every single car they drive or subscribe to a more expensive insurance that permits you to drive another vehicle than the one listed on your insurance papers. In Sweden you simply buy a car, insurance it and anyone driving it automatically insured.
STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, 2008, Spring Summer 2009

Moving to more interested matters than car insurance Sweden is a pleasant habitat with clean air and very tidy streets. Looking good too are the infamous Swedish women who are gorgeously proportioned thanks to a sound and active way of living. Equally impressive is the Swedes way of dressing which is very young and trendy. Walk into a Swedish inner city high school and sight of all the well groomed and hip dressed students will leave you impressed.

STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, 2008, Spring Summer 2009


Disappointingly Swedish designers can make you fall asleep as a result of boredom from looking at near identical collection consisting of pale uni-coloured pieces which can be about as interesting as bowl of unsalted potatoes and carrots. Sweden’s biggest fashion brand Acne Jeans is the heaviest declining and have yet to regain the innovation and creativity they presented between 2005 and 2006. Swede’s are very conservative and rational people. Sadly too much of the people’s rationalization has translated into the fashion scene as well where function has overweighed form. There is a need for an antagonist to stir things up in Sweden, make the designers relax their vaginas and start designing out of passion instead of rationality. On the other hand one has to bare in mind that Sweden’s fashion industry is very young with the vast majority of designer only been in existent for no longer than 5-10 years.

STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, 2008, Spring Summer 2009STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, 2008, Spring Summer 2009

STHML Fashion Days at Berns

Traveling light I packed a weekend back with necessities, chocolate, gifts and pointed my right index finger north east towards Stockholm where I went for the “STHLM Fashion Days at Berns”. Having work as a model in Sweden it was intriguing to be on the other side of the camera as a critic rather than a living doll strolling up and down the runway like a robot.

The duo.

STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, 2008, Spring Summer 2009

Like visiting cinema and playing Nintendo Wii spectating a runway shows is always more enjoyable with the social presence of someone you know. Not very well familiar with Stockholm I got a good friend of mine to accompany me. Joining me during the fashion days I brought my friend in as my “faux assistant” who actually ended up assisting me quite a lot with snapping photos while I scribbled down notes and even guarded my bag while I went to the bathroom relinquishing all the champagne I couldn’t stop drinking.

STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, 2008, Spring Summer 2009

Looking formidable she did a good job with her attire coming dressed in neutral secretary-ish black and white outfit with tasteful but barely noticeable make up. She perfectly complimented the black/darkblue/white I was wearing. Too young for fashion shows there was my baby cousin who loves destroying gadgets and ripping apart the London teddy I bought him.

Nikolaj D'etoiles

Nikolaj D'etoiles, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09

First up was Nikolaj D'etoiles which is a new high-end Swedish fashion house selling clothes in parallel with the pricing of Dolce & Gabbana unlike the majority of Swedish designers who sell premium but yet affordable clothes. Nikolaj is very unorthodox in the way that they stand out in the crowd, not only by their exclusive selection of materials but also the execution of their designs which for the SS09 season were influenced by Russia and sleazy Tsar Officials enjoying expensive caviar while the nation was collapsing during the 70s.

Nikolaj D'etoiles, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09Nikolaj D'etoiles, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09Nikolaj D'etoiles, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09

Nikolaj D'etoiles, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09

Nikolaj D'etoiles, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09

Quite a bold collection since Sweden is quite a socialistic country where it’s common to fit in rather than standing out by taking paving your own path. Although very short their collection was a breath of fresh air to the Swedish fashion show brining with it foreign design influences, male sexiness and exciting materials. Biggest letdown was the presentation and the awful choice of music which was one of the most generic runway tacks one could ever choose. SS09 being their 2nd collection should leave most Swedes hungry for more as it’s a brand to keep an eye on.

Carin Wester

Carin Wester, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer,

If your great grand parents are still alive and think it’s year 1903, and you want to convince them that time is standing still then Carin Wester SS09 is for you. Reminiscent of fictive figures straight out of a “Little House on the Prairie”- TV series Carin Wester stunned with a joyful and springy selection of outfits. Having the runway show outdoor accentuated the enlightenment created by the country side inspired makeup and styling. Overall a very adorable that brings out thoughts of a cute neighbor knocking on your door on a Saturday morning with a basket containing home made blackcurrant juice and freshly baked cinnamon buns.

Carin Wester, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer,Carin Wester, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer,

Carin Wester, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer,Carin Wester, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer,

Minimarket

Minimarket, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer, 2009

Playfully romantic Minimarket’s SS09 was worthy of a loud applause as the three sisters getting more and more convincing that they are in the industry of fashion to stay. With bright crayon colours and cool presentation doll house ambitions are back with mature and sensual touches. With convincing design and character Minimarket SS09 was probably the strongest collection at STHLM fashion days.

Minimarket, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer, 2009Minimarket, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer, 2009Minimarket, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer, 2009

Minimarket, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer, 2009

Minimarket, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer, 2009Minimarket, STHLM, Stockholm, Fashion days, Berns, Swedish fashion, SS09, Spring Summer, 2009

Mercedes Benz: Young Industry Fashion Award

Sponsoring LA and Berlin fashion days Mercedes are on a blitzkrieg strategy of further strengthen their ties with fashion and pop culture. In July they officially kicked of their first sponsorship of a fashion event in Sweden with many more to come. At the show they unveiled their awfully feminine and overpriced Mercedes CLC that was colored in white with a cow blood red interior. Ending the day was their FYIA show where three finalists, who were aspiring designers, got to show of their talent in a battle for some major financial backup and a slot at STHLM fashion days in February. All of the designs showed very laughable and neither of the designers were worthy of any sponsorship. Literarily speaking the pieces shown were light years behind what I saw earlier this summer at Graduate Fashion Week.


Betty Suarez in Sweden

In the maze of people grabbing glasses of free wine and champagne there was a sight of an unidentified individual. All alone with her camera she was swaying across in the facilities in a sky manner she looked like she jumped out of my telly while I was watching Ugly Betty. Dressed in knee high socks, black glasses with thick frames and colourful clothes she was the word fashion “nerd” redefined. In spite being invisible to everyone else her unconventional attire made her mysteriously seductive in a way.

5 comments:

Anonymous said...

Regarding the fact that you wanted to quit a while ago. I think it´s time again to say you how ingenious your work respectively your blog is. I`m looking forward for everyone of your articles. I really hope you ditched that idea. By the way, you`re looking really good in that white Daimler C-Class, and I am not saying this just because I`m a Daimler consultant*g*, its true, you should really think about getting you one of these =)

best regards
rousi

Tony said...

This post was spot-on - as always. You're doing a great job, and I really look forward to reading your work.

My Swedish friends are some of the most immaculately dressed people I know, but no matter how classy black, white, and blue looks, a little color or, heaven-forbid, a slightly mismatched outfit, would go a long way towards making Swedish fashion more vibrant.

Cheers,

Tony

iluwfashion said...

rousi: Although I'm a Mercedes fan the CLC is my least favorite car in the line up. I find the design to be quite weak and the price tag to be very steep since the car is pretty much based on the previous generation C-class(W203). A 1-Series coupe would suit me better=)

PS: During the latest weeks the thought of quitting hasn't crossed my mind;)

Take care

Tony: Yeah some variation is missing in Swedish fashion which is what's holding back the industry from getting world wide press attention. Too high level of predictability with underwhelming innovation.

Thanks for the encouraging words, both you and rousi.

Have a nice week!

Petter said...

Great post, really. hope to find more like this in the future? not visiting the upcoming fashion week in sthlm, starting this monday?

iluwfashion said...

Petter: No I won't attend the fashion week organized by Moderådet. But I will be covering London Fashion Week next month.