Swedish Fashion Week is going virtual.
is following the herd in going virtual as it reinvents itself. Stockholm sat out the spring and fall 2020 seasons, citing sustainability as the reason, though finances were a large part of the equation too. Now the governing body has been reorganized under SFA secretary general Catarina Midby, and will launch a digital platform debuting for spring 2021, from August 26–28.
Unlike the media- and buyer-centric show system, this platform is designed to be actively consumer-facing. While many presentations will be prerecorded, there will be live events staged from a central studio, including interviews with designers, plus commentary from Simon Collins of Fashion Culture Design and Clare Press, theAustralia’s sustainability editor at large.
An ambitious plan? Yes. But as Sweden is a European leader in technology and innovation, and fashion is one of the country’s largest exports, perhaps it’s inevitable the two would come together. “Now it’s time to look forward.
The Swedish market, like the larger Scandinavian one, is focused on function and value. “We stand behind diversity and democracy; this is the foundation of Swedish fashion—also design-wise,” says Midby. “It’s not exclusive. It’s for people who live modern life in an equal society.” Add sustainability to accessibility and you have potential for real change in fashion. Come August, you might want to log on to fashionweek.se and check it out.
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