The pandemic has hit the world in a cruel way – and the fashion industry couldn’t stay behind concerning the new normal. Therefore, many Fashion Week organizations decided to skip their real life editions this year. Rather, the new normal in fashion is online – without the fear of spreading an unwelcome virus. Find an overview of the changes made to Stockholm Fashion Week here.
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Stockholm Fashion Week
Stockholm Fashion Week’s last two editions got canceled due to sustainability reasons. The Swedish Fashion Association didn’t agree with the current fashion calendar and decided to follow its own path. Until now, since the coronavirus has changed a lot. Many big brands (such as Gucci and Saint Laurent) have decided to follow their own calender, providing them the opportunity to focus on creativity and sustainability instead of fashion’s rat race. Therefore, the Swedish Fashion Association decided that it would be a great step to relaunch their annual event. However, in a digital form.
Fashion Week schedule
From the 26th to the 28th of August, Stockholm Fashion Week goes digital. During these days, many Scandinavian brands will present their Summer 2021 collections. Most presentations will be recorded beforehand, but some will be hosted live. The Swedish Fashion Association emphasizes the fact that those live events will focus on sustainability and the sustainable future of the fashion industry. Catarina Midby (SFA) told Vogue that it’s about time to “look ahead”. She hints towards timeless clothes, sustainably and ethically crafted.
The definitive schedule hasn’t been announced yet, but we know that all talks and events will be held in English, to make the event more inclusive. Keep an eye on this page to stay up to date.
Also read: All fashion week schedule changes as known today [live blog]