22-05-2025
Stockholm Fashion Week Returns With Fresh Vision
ADNYM ATELIER for Stockholm Fashion Week 2025
It has been 20 years since the first Stockholm Fashion Week was first held. The bi-annual event, then hosted by the Swedish Fashion Council, distinguished itself as the platform for discovering the next cool thing in Scandi style. Within elite fashion circles, it was regarded as a key destination for experiencing that distinct brand of Swedish minimalism, innovation, functionality, and sustainability. But as a resounding protest to the environmental effects of traditional fashion formats, Stockholm Fashion Week was cancelled in 2019. It was followed by smaller, digital editions presented in 2020 and 2021.
From June 2 to 5, 2025, Stockholm Fashion Week will return under the leadership of the Association of Swedish Fashion Brands (ASFB). Visibility for participating brands, an increase in business opportunities, and greater global relevance are the clear objectives that inform that new format for the immersive fashion experience. ASFB Director John-Jamal Gille begins, 'We worked towards rebuilding the network of the association. We engaged brands to create a strong sense of community. In this ecosystem, brands have been working with us since day one, opening up dialogues so that we could collectively define what makes Stockholm Fashion Week a worthwhile endeavor.'
John-Jamal Gille, Director Association of Swedish Fashion Brands
The ASFB envisions the fashion event in Stockholm as a platform for brands to fully express their identities and unique narratives. Swedish culture, history, architecture, music, film and art also come together under this new fashion week concept. John-Jamal elaborates, 'In the past, activities under Stockholm Fashion Week were held only in one central location, leaving limited options for how brands could mount their presentations. This year, audiences will be brought to various locations around Stockholm–landmarks, museums, old campuses.' Just like in the bigger fashion weeks happening around Paris, London, Milan, and New York, variety in space, location and ambience will inspire creativity in brand storytelling and audience engagement.
Fayette Norling for Stockholm Fashion Week 2025
This expansion into other areas of Swedish living and culture is supported by the Swedish Ministry of Foreign Affairs. It is a formidable partnership that reinforces fashion's role as an essential creative and economic force, helping to further Sweden's goals for trade, innovation, and sustainability. Minister for Foreign Trade, Ben Dousa, shares, 'We are proud to showcase Sweden's creative talents and groundbreaking designs to a global audience. Our fantastic brands combine great design with ever-evolving sustainable efforts. Many of them are born global and are leading the way in e-commerce.' The key message, says Dousa, is, 'We are open for business.'
The bigger idea behind Stockholm Fashion Week is to present the world with a powerful and resonant image of what Swedish fashion is all about. 'One of the common goals we shared with the Foreign Ministry was our desire to promote Swedish fashion and export this image to the world,' says John-Jamal. 'This year, we want to present a more updated take on Swedish style. Stockholm Fashion Week will give audiences as a sneak peek of what's to come. You can expect a new generation of brands to present their newest collections. Some found by pioneers in the realm of Scandinavian design, and others by younger talents. We are also exploring new angles and broader interpretations of what Swedish fashion might look like. So you can expect the shows to be more expressive.'
Imaskopi for Stockholm Fashion Week
Studio Constance for Stockholm Fashion Week
Brands joining Stockholm Fashion Week 2025 include:
The ASFB says, 'The goal is to rebalance the spotlight, not by excluding anyone, but by making room for those who haven't had it yet. We curate the core schedule of shows and presentations which serves as just that, the core, and we also do this with the intent to not only show a more representative line up of brands – but also to produce a context where the city's best event runners feel that it is undeniably a time of the year worth engaging in.'
MAYZ for Stockholm Fashion Week
MADH for Stockholm Fashion Week 2025
He also clarifies that Stockholm Fashion Week is open to international brands and designers. 'We seek brands that are aligned in terms of the branding, ethos, and presentation. We also expect a level of presentation and execution that will resonate with our audience.' The association also considers production and sustainability practices as a brand's pillar for achieving business growth. The criteria also requires at least 15 full looks that each meet an exacting level of execution.
Stockholm Fashion Week is not limited to runway shows. It is specifically designed to offer a complete experience of the capital's culture, craft, and creative industry. Throughout the four-day event, other activations will engage experts, buyers, stakeholders, taste makers and decision makers. A gala night hosted by Sweden's premier luxury department store, Noridiska Kompaniet, will gather industry leaders in a collective rally for design excellence, innovation, and global relevance. The itinerary is also filled with VIP lunches, breakfasts, and cocktails, hosted by various partners brands and associations.
'This year we are focused on trade and creating a dialogue to define Stockholm Fashion Week,' John-Jamal expresses. For the association, the mandate is to secure that 'efforts are amplified, structured, and strategically aligned with global opportunities.' Part of the strategy for achieving this hinges on building a neutral framework and shaping the conditions that will help brand reach the right audiences. The association is also intentional about helping cut through the noise and forging global connections that the that Swedish style community can tap into as a collective.
PAST TENSE for Stockholm Fashion Week 2025
Participating brands are encouraged to shape their own guest lists. However, the association, in partnership with the Swedish Institute, Business Sweden will work towards setting up a program for international buyers. The goal goes beyond creating buzz. It's to establish real, tangible business opportunities. John-Jamal reveals, 'The Stockholm Fashion Week Hospitality Guest List will be made up of buyers and press. Influencers are more reactionary by nature, so we are focused on inviting key journalists. For the buyers, we are identifying markets from the Asia Pacific and Europe. We are looking at North America once there is more clarity on the new tariff barriers.'
