The Revamped Event Will Run From June 2 to June 5, Celebrating Swedish Designers and Cultural Dialogue
Stockholm Fashion Week has been redesigned from the ground up with a clear objective: to champion and spotlight Swedish fashion brands that are shaping the industry both today and in the future. The event has received unprecedented support from the Swedish government through the Ministry for Foreign Affairs, which now recognizes fashion as a key strategic industry. This support aligns with Sweden’s national trade, investment, and creative industries strategies, marking a significant milestone for the event.
Under the guidance of the Association of Swedish Fashion Brands, Stockholm Fashion Week has transformed into an event that is truly by the industry, for the industry. Brands have taken ownership of their own shows, presentations, and events. The ASFB plays a crucial role in amplifying and structuring these efforts to ensure they align with global market opportunities. The association, an independent body owned by the industry, provides a neutral and stable framework that coordinates schedules and creates optimal conditions for brands to engage the right audiences, stand out in a crowded market, and establish enduring international relationships.
This year’s event is not merely a relaunch but a comprehensive overhaul. Over the last two years, the ASFB has shifted its focus from merely organizing events to strategizing for the industry. It has worked intensively with its members to develop a platform that extends support beyond mere event participation, aiming to reinforce Swedish fashion’s global stature, forge substantial business opportunities, and promote collective advancement. Through structured member dialogues, targeted international engagement, and cross-sector collaborations, the ASFB is committed to enhancing the visibility and operational framework for Swedish brands on a global scale.
The strategy for this year’s fashion week is uniquely crafted by the brands themselves, reflecting a strong collaborative spirit. The STHLMFW Hospitality Guest List, for instance, is curated by the brands. Supporting this effort, the Swedish Institute and Business Sweden have put together a program targeting international buyers, while Patriksson Group focuses on connecting with the press to facilitate not just exposure but tangible business connections and long-lasting international ties.
Furthermore, Stockholm Fashion Week serves as a platform for innovation and collaboration beyond the runway:
- “Common Values United” is producing “Space by STHLMFW,” which revives a venue for exploration, creative expression, and industry dialogue that once hosted notable figures like Virgil Abloh.
- Studio Bon is tasked with creating archival-quality documentation of all runway shows, ensuring brands have high-quality content for future discussions with partners and stakeholders.
- The Stockholm Chamber of Commerce is playing a pivotal role in fostering interactions between public and private sectors, making the week more than just a fashion event but a significant opportunity to influence Swedish fashion discourse both domestically and internationally.
- The North Star Gala, taking place at Nordiska Kompaniet, Sweden’s premier luxury department store since 1902, will celebrate the leadership and innovation of Swedish fashion, emphasizing its global significance.
In addition to fashion, Stockholm Fashion Week is capitalizing on Sweden’s cultural assets by integrating elements from design, music, art, and film, thereby elevating the event from a trade show to a cultural spectacle with wide-reaching impact.
Benjamin Dousa, Minister for Foreign Trade, expressed his enthusiasm for the event, saying, “We are proud to showcase Sweden’s creative talents and groundbreaking designs to a global audience. Our fantastic brands combine great design with ever evolving sustainable efforts, and many of them are born global and leading the way in e-commerce. I look forward to welcoming future partners to our beautiful capital to experience the best of Scandinavian fashion and culture. Welcome to Sweden and Stockholm Fashion Week, we are open for business.”
John-Jamal Gille, Director of ASFB, emphasized the purpose of the week, stating, “Stockholm Fashion Week exists for the brands and the culture that exists here, not the other way around. We’ve stripped away unnecessary structures, giving full control back to those who make Swedish fashion what it is while at the same time making sure their work translates into real outcomes meaning visibility, business opportunities, and global relevance on their own terms.”