The Swedish Fashion Council


Posted January 27, 2013 in More

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The Swedish Fashion Council is tasked with promoting Swedish fashion both nationally and internationally – but it’s not just the big names that benefit.

Some of their projects aim to help support smaller brands who need some help to make it to the future. The “Rookie” project promotes a new brand every year, and the brand-new “Swedish Fashion store” is a series of pop-up stores combined with an online presence, where a bunch of smaller brands are presented to the public.

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It is a way to help consumers find the gems from the creativity that abounds in the booming fashion scene. Helena Mellström of the Swedish Fashion Council told us more about the project.

What is “Swedish Fashion Store”?
A store concept gathering smaller Swedish fashion brands – in pop-up format as well as online in the new web store www.swedishfashionstore.com.

What is the idea behind the store?
To help smaller brands with their sales. Smaller brands have a really hard time reaching out and unfortunately they are seldom bought in by stores because they have not yet made a name for themselves.

What is the aim of the project?
To create recurring pop-up stores in Stockholm and internationally.

How long will it go on?
The store online has no end date! The pop-up stores show up when we find a good opportunity. We want as much as possible of the income to go to the brands, which forces us to look for help from partners and sponsors.

How do you choose what brands can join in?
For the first pop-up store in August we got 105 applications! Our goal was to take in 40 brands. We changed our mind when we noticed how large the interest was and changed it to 60. Then, in the end, it ended up being 63. For the online store we had a limit of 40 brands for the release party. Now we release one new brand every week. The choice is based on what we know of the brand, and the ones where we like the concept and quality. Taste is a different story, though… But we have also taken in brand-new brands who get their first chance to show their work.

Tell us a little about the different brands that are involved?
They are mostly ladies brands, which has been our focus in the beginning. The reality is just that there are more brands for women and the women’s market is the largest one. But we will also explore the men’s department more. We also have a few items for kids and some accessories like jewelry, bags, shoes and more.

What is the main function of the Swedish Fashion Council?
We analyze what’s going on in the fashion world, but also in interior design and lifestyle. We push a lot of fashion-related projects, and we are also coordinating arenas like Stockholm Fashion Week.

The Swedish Fashion Store project is part of an incubator process. What does that mean?
The fashion incubator in Borås supports lots of projects. We call it a “fashion vertical”, which means that there are several partners pushing smaller projects, but all communicating with each other through the larger “council”. Amongst other things, we have a project working with production and statistics about the Swedish fashion market.

Do you think that it makes a difference?
Yes. And we have to, and want to, cooperate to make a difference. As individual players we can accomplish small things. Together we can make a difference. But it takes a lot of stamina.

What’s the fashion council’s plans for the future?
January 29th there is a large fashion show with the 2013 Rookies at Stockholm Fashion Week. Twelve brands are chosen by the Rookies jury that get to show their work for press and the business. It will be incredibly exciting!

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