The Swedish Fashion Council (SFC) officially launched SFC [FASHION X] Stockholm, a 5-day experience, or Fashion Week, that hosted fashion industry thought leaders, executives, media, and influencers in one place to share ideas and discuss the many solutions that lead us to circular fashion models. From November 7 to 11, 2023, SFC FASHION X commenced with a round table discussion that was apt to seat a diverse selection of minds across from one another to provide insight into the many seams within the industry to reach a zero net carbon goal, perceivably by 2030.
SFC’s shift from hosting Stockholm Fashion Week in 2018 to its current focus on industry transformation has led to the creation of events like SFC [FASHION X] Stockholm, aimed at addressing the evolving challenges and changes in the fashion industry. The event is supported by partners like OnceMore® from Södra and the Swedish Trade Federation.
The round table was an introduction to the second edition of the Fashion Transformation report attended by notable industry representatives from the `United Nations Alliance for Sustainable Fashion, McKinsey, Eriksson, and Polestar. Including brands, fashion veterans like consultant Serge Carreira and Bryan Conway of Tiger of Sweden, focusing on transformation.
Discussion brought about the accountability of fashion brands and customers, relating to the nuanced terrain of shifting a global outlook on fashion. The conversation found its way to gaming and social media, all the way back to supply chains and transparency with the customer.
“With SFC [FASHION X] Stockholm, we want to explore new innovative formats and ways of experiencing fashion beyond the traditional Fashion Week model,” notes Jennie Rosén, CEO of the Swedish Fashion Council. “For the fashion industry to evolve, we need to look at new business models and collaboration methods with innovation and creativity in mind. Our aim is to promote disruptive players and those leading the transformation of the fashion industry while positioning Sweden on the global stage.“
Launch Day also included an official dinner at Stockholm City Hall, where guests experienced a performance from Swedish twin rap duo Deki Alem, while submersed in fresco-style art within the Hall’s walls, and art installations curated by AMAZE and artist Nicole Walker, with works from artist Anna Uddenberg and multidisciplinary artist SuuToo. The history of Stockholm and Swedish culture surrounded the guests and brands that including Victoria & Elizabeth Lejonhjärta, Emilia de Poret, Hedda Stiernstedt, FEBEN, HODAKOVA, Rave Review, Toteme, Eytys, Our Legacy to name a few.
The Swedish Fashion Council [SFC] collaborated with the British fashion and culture publication Dazed for [FASHION X] TALKS, a panel discussion featuring influential figures from the fashion industry in Stockholm and abroad. The event had participants such as SFC [INCUBATOR] FEBEN, Homecoming founder Grace Ladoja, Dazed Editorial Director Kacion Mayers, SFC [INCUBATOR] ALL-IN, Senior Buyer Nicolas Tran, PR Consultant Gia Kuan, and Dazed Studio Strategy Director Isobel Farmiloe discuss the overall outlooks on sustainability through the lens of the next generation of builders.
A lunch with OnceMore® from Södra, the world’s first large-scale process for recycling blended fabrics, and Södra being the largest forest-ownership organization with over 52,000 family-owned forests, allowed hungry guests to understand the significance of the Swedish forest which inspired the menu for the afternoon. A morning run early in the week grounded guests, and a forest walk and day in the woods with outdoors brand Klättermusen expanded the eventful week with an exploration of the city and natural environments of Stockholm.
The week was focused on the innovative forums and formats for events and panel discussions, including a partnership with Market Art Fair, and opportunities for brands to showcase their work to broader audiences with events like “An Introduction to The -ISM* Manual by Changers Fashion,” presenting a new fashion collection from The ISM*. Pops-ups were held all over the city, with Swedish jewelry brand All Blue hosting a preview of the collection in collaboration with fashion designer Peter Do.
The Our Legacy Workshop is an experimental way of creating pieces from leftover inventory and fabrics, hosting a cocktail and preview of the SS24 collection with Emporio Armani at the Our Legacy Work Shop, in Stockholm. Additionally the pop-up studio ”Repairing is Caring” partnered with the Swedish design and repairing studio Main Nué at Polestar Stockholm for an open studio. Repairs and alterations took place with the opportunity to purchase archive pieces, which opened on November 8 until the week closed out.
Dinner reservations, lunch dates with brands like Unifrom, and breakfast gatherings were none short of intense learning curves and moments to gain further understanding of brands and their ethos for sustainable practices and new approaches to fashion. The House of HODAKOVA dinner fostered a utilitarian culture on display with couture-like gowns and garments that reused ready-made materials.
Additionally, the table setting reflected this ready-made approach with stationery items and papers coating the U-shaped oversized dinner table, taking place at the Royal National City Park, which has a resemblance to a tented circus from its outside.
Louis Abel had an industrial-themed breakfast, propelling a creative project that explores different elements of design and expression to create jewelry and objects. The jewelry maker, founded by former mechanical engineer Jimmy Kamhieh Loutfi, operates and manages its own production site, experimenting with manufacturing methods and luxurious materials.
The atelier, located on the west coast of Sweden, is one of the latest participants in the SFC[INCUBATOR]. Louis Abel invited an audience to a recreation of the garage-like setting where the brand first came to life, sharing a first-person view of the hands-on experience of the brand.
Fashion house and new sartorial darling AVAVAV, an independent fashion house led by Creative Director Beate Karlsson, held a special screening, building on the success of the brand’s notoriety for originality. AVAVAV is known for its pursuit of creative freedom and design evolution with the guise of sarcasm for fashion and a sense of entertainment. Beate and the AVAVAV team premiered their movie titled “The World of Avavav.” The unique opportunity to enter the world of AVAVAV in a cinematic setting was the perfect template to relish in the humor that the brand delivers.
New to the scene was streetwear fashion brand Tuttolente, also a part of the SFC [INCUBATOR], representing a fusion of Stockholm’s underground scene, combining subcultures, events, and music into a bold and cohesive fashion narrative. Victor Nestius, one-fourth of the ownership of Tuttolent said, “So this is the first time we’ve been a part of this fashion week.”
He continues, “We just recently got [with] the Swedish Fashion Council Incubator program. We had have the brand for about two years. Before that, we tried other small brands, but when we found [Tuttolente] we knew right away that it was what we wanted to do, basically.”
Tuttolente’s debut runway show added that much-needed Fashion Week excitement to the occasion. “It’s been super helpful to have them on board, obviously, with all these talented people that have helped us with this show. We don’t have any formal training in how to produce clothes or how to produce a show, so we’re really grateful to them,” Nestius says of pushing the streetwear line into broader markets through the SFC [INCUBATOR].
The Swedish Trade Federation is hosting a CXO dinner that provided a preview of the upcoming D Congress 2024, focusing on the theme of “Innovation for Impact.” CXO also held a short panel between the first and second courses, adding to the atmosphere of experiences that told a different fashion narrative overall. The Panel D Congress is the largest trade and e-commerce event in the Nordic, offering valuable insights and opportunities for collaboration and networking. The Swedish Trade Federation served as the main partner for this evening.
The Swedish Fashion Council is a pivotal industry organization dedicated to shaping the future of the fashion industry and positioning Sweden as a global leader in this new era of fashion. SFC’s mission encompasses promotion, education, and innovation, all aimed at making the fashion industry competitive, sustainable, and relevant in the evolving world, under the ownership of the Swedish Trade Federation.