“Sweden is the only country that has created a unique fashion aesthetic that’s recognizable around the world.” – Yvan Rodic
Swedish have style. They look absolutely stunning, but also impeccably dressed. In the same time, in the last years, the region’s influence on the world of contemporary fashion is big.
The essence of Swedish fashion is simple: wearable looks that are both trendy and reasonably priced.
Sweden’s creative landscape
“The nation is filled with passionate thinkers that seek to uphold and respect the country’s storied design legacy, all while simultaneously striving to innovate in their own way.”
Sweden’s fashion community is well established. Cities like Stockholm and Gothenburg are able to incubate and refine talents, before they become popular exports.
What is so special about Sweden fashion? It offers young, affordable and cool brands for those who aren’t attracted to the pretentious fashion coming out of Paris and Milan.
We can take Nudie Jeans as example. They are alternative, ecological and have a world-changing attitude. This brand reflects Gothenburg’s indie, underground and sub-culture. And youth from worldwide just love them!
Acne Jeans, another Swedish commercially success, are at home in Stockholm – they are high fashion and beautiful but somewhat elitist and snobbish.
These brands focuses on conscious design while incorporating high quality fabrics and components. And world just love to wear their designs!
Maybe their courage and boldness to explore new ways of expressing gender through their designs, pushing for a less binary and more fluid way of understanding masculinity, femininity and everything in-between.
Swedish fashion is still very much defined as functional, understated and homogeneous in color. But here are avant-garde designers too.
Today, Sweden Fashion truly is in a state of transition. Gender identities exploration, norms and stereotypes are challenged.
We can speak about the feminist approach. It is not limited to an occasional campaign, but a feminist understanding of gender is integrated into the daily work on design and marketing. Lines between masculinity and femininity get blurred, and the unisex category is explored through cutting-edge designs and high-quality fabrics.