Stockholm Fashion Week has announced its lineup of 30 designers and brands, that will showcase their collections, projects, visions and ideas from Aug. 31 to Sept. 2.

With digital presentations, live shows, exhibitions and performances on stockholmfashionweek.se, at Hotel at Six in the heart of the Scandinavian capital and at locations around town, this season brings back in-person elements while continuing to develop the technological aspects that became necessary last year.

“This season’s fashion week really is such a celebration of fashion and creativity! We are beyond happy to present a great part of the SFW programme physically and finally meet with the designers and see their creations live. And we are proud to present Swedish fashion brands’ commitment and work around sustainability, technology and innovation. The past year has made us rethink how we design, produce, transport, sell, buy and use fashion. It’s all new and super exciting,” said SFW organiser and Secretary General at Swedish Fashion Association, Catarina Midby.

Participating designers and brands include fresh faces, like Iggy Jeans and “SFW Emerging Designer 2021” recipient Filippa Agaton. More established participants will also be in attendance, including Lazoschmidl, Stand Studio, Asket, House of Dagmar and Stockholm Surfboard Club. SFW will take guests into the designers’ creative space in pre-recorded “Studio Visits.”

H&M will also present a sustainably produced art and tech collaboration — another exploration into the fashion industry’s evolution towards sustainability and its newfound, yet vital, relationship with technology.

Sustainability will be one of the largest overarching themes of SFW.

Swedish Fashion Association, SFW’s organizer and the membership platform for Swedish fashion brands, hopes to demonstrate the they are leaders in technology and innovation through their “genuine commitment to sustainability and diversity.”

The Sustainability Hub in Stockholm’s city centre will host alternative, circular Swedish brands like Remake Stockholm, Popswap, Arkivet, Gemme Collective, ReRobe and It’s Re:leased. Each participating brand will offer daily activities, presentations and talks presenting their business models focused on creative solutions and responsible fashion consumption. 

The fashion week will be kicked off by a half-day conference centered around sustainability, technology and innovation. The Fashion Future Talks will feature conversations with participating speakers, including H&M CEO Helena Helmersson, actress and WWF Ambassador Maisie Williams, Global Fashion Agenda CEO Federica Marchionni and Member of European Parliament Alice Bah Kuhnke.

 “I believe we have the ability to act now and act quickly to create harmony with people, planet and that the fashion industry can be a leader for conscious business and creativity,” said Fashion Future Host Patrick Duffy, Founder of Global Fashion Exchange.

See https://stockholmfashionweek.se/ for more information on the programme, brands and to stay up to date with the everything SFW.