There are four major fashion weeks in the Nordic fashion week, the lack of funds to find out the road

From August 28th to 30th, more than 50 ready-to-wear brands and 20 jewelry accessories brands released their new products in Stockholm, Sweden. Stockholm Fashion Week is clearly much smaller than the well-known four fashion weeks. This has been a point of pride for the organizers in the past – Stockholm Fashion Week has always been known for its niche, understated fashion. But now, this is a little anxious to get angry.

“Stockholm Fashion Week has lost its position.” Fashion News website Fashion Network anonymously quoted an industry observer in the report, “its influence seems to be weaker than a decade ago, especially when some brands are inferior. Rise and slowly get on the international stage."

Acne Studios can be regarded as a typical representative from the beginning of Stockholm Fashion Week in recent years, and gradually stepped onto the international stage and further transformed into a “national brand”. The brand of minimalist styles led by it, under the name of “Nordic Fashion” and “Stockholm Fashion”, has quickly seized the global market in recent years. Their popularity has helped “Nordic” and “Stockholm” to be famous, but this influence is not sustainable. Especially when “Acne Studios” decided to move the new product launch conference to “International Four Fashion Weeks” such as Paris, Milan, London or New York, the most obvious layer of Nordic brand on them is inevitably getting lighter. .

At the same time, other Nordic cities besides Stockholm are sharing the dividends of “Nordic fashion”. In Scandinavia, in addition to Stockholm Fashion Week, there are several other fashion weeks including Copenhagen, Oslo and Helsinki Fashion Week. Among them, Copenhagen Fashion Week has become a new fashion week with a global focus on the government's financial support and the booming trend of supporting trade shows.

“Unlike Copenhagen, Stockholm Fashion Week has not had a large supporting trade show, which limits the development of Fashion Week,” said Maj-La Pizzelli, a designer who has been in the Swedish fashion industry for more than 20 years.

This situation makes the status of Stockholm Fashion Week unremarkable.

This is why the new CEO of the Swedish Fashion Association, Jennie Rosén, stressed when he took office six months ago that the Swedish Fashion Association needs to start a full range of communication channels to provide the necessary support for all aspects of the industry, “especially with the technology industry. build connection".

At the same time, she has developed a 2019 fashion week plan, indicating that Fashion Week will be collaborating with the Swedish fashion retail block for trade shows, enabling a new generation of fashion week to attract media through fashion shows and attract trade shows. buyer". The new designer support program, which began in 2005, will be promoted with greater intensity. Newcomers who have been supported by the program in the past two years will have the opportunity to release new products and participate in trade shows at Stockholm Fashion Week.

“We have seen a large number of potential designers. Their styles are very different from those of their predecessors. Compared with the classic aesthetics, they pay more attention to creating styles in color and printing, and they also form a sustainable and no Gender style,” said Erica Blomberg, head of the talent program at the Swedish Fashion Association.