In an unusual twist that many may have predicted, the Swedish once again sparkle in their own special way, insisting that fashion has as much to do with your home’s furnishings as with the well-dressed backside sitting on it. The event, which runs today through November 22nd, alternates between the best the Swedes have to offer in both categories.
The schedule, available on the Stockholm Fashion Week website, prepares attendees for: “Activities that focus on the latest for the Summer/Spring 2013 season, fashion as well as interior design.”
This seems to contrast sharply with the Western idea of what a fashion show should be. Americans expect to see beautiful models wearing cutting-edge designs, the creative “style envelope” being stretched in all directions. It seems inconceivable that a fashionista from Phoenix (or anyplace else in the US for that matter) would suddenly feel the urge to caress the edges of a $700 coffee table while the Michael Kors line flows down the runway.
The Swedish seem to have a different outlook. At the time of this writing (6:45 p.m. Monday, Stockholm local time), the first day should be just a couple hours from completion. The Presshow, running from 8:30 a.m.-4:30 p.m., is scheduled to have been followed by the Nordic Shoe & Bag Fair from 4-7:00 p.m. at the ModeCenter Stockholm.
Tomorrow morning at 8:00 a.m., the show starts with the usual Press Breakfast, a briefing on what to expect later that day, as well as a recap of the previous day’s events so the press doesn’t miss any details. Notably, there aren’t just one or two press briefings each morning. There appear to be a total of 10 press breakfast or lunch events tomorrow alone. And they don’t take place in the traditional fashion locations.
The briefings are all being held in department stores and interior furnishings and accessories retailers. The list (in order according to the schedule) is as follows: Rotor-Svenskt Hantverk/Larsson Furniture, which seems to be a large retailer in Stockholm, apparently (this author doesn’t read Swedish) combining Rotor’s Svenskt Hantverk line of trendy ceramic housewares with Larsson’s smartly-designed modular furniture.
Simultaneously, press breakfasts will be happening at the following interior design and home furnishing locations: Linum, Mateus, Ceannis, SIA Home Fashion, Ahlens (Sweden’s largest department store chain; think Macy’s), Kamelo (South African-based interior design retailer), Mille Notti (large bedroom/interiors retailer), Studio Sankt Paul, and Himla (higher-end interiors and furnishings).
Featured next is a “fashion forecasting book release” sponsored by PromoStyl from 3-5:00 p.m., then a “Stockholm Fashion Week Mingel [sic]” from 5-7:00pm. The “Rookies of the Year” will also be announced, recognizing the best and brightest local fashion designers and teams of the year.
Wednesday sees more of the same, with breakfast, lunch, and dinner Press shows being held at local home furnishing retailers around the city.
The only catwalk show listed is Thursday night at 7:00 p.m. Held at Betonggalan Ung & Tung, the official schedule states that it will feature “Swedish Workwear from Jobman, Fristads, and Projob. Short dance show with Urban Angels. Drinks and snacks.”
The name Fashion Week has come to mean a giant clothing, garment, and accessories event tailored to those who want to look their best, generally focusing on eveningwear, lingerie, and casual/semi-casual looks. This time, Stockholm Fashion Week seems to have rolled up its sleeves and stuck to the job at hand. According to the official schedule, if you want to find runway fashion in Stockholm this week, you’re really going to have to work for it (pun intended).
By American standards, if you are only showing Workwear, it isn’t a fashion show, and tossing in some well-designed furnishings isn’t going to make it a Fashion Week. However, if the organizers were trying to impress Americans, they probably wouldn’t have scheduled the event for the week of Thanksgiving.