Swedish fashion is having a moment. Fact. You can’t walk down the great British high street without the evidence gazing at you coolly from behind shop windows: H&M pretty much rules; its very fashionable offspring, Cos and &OtherStories, have earned cult-like status amongst those in the know and Acne has become the fashion world’s go-to for workwear staples and frow-worthy buys.
Need more evidence? Re Present Showroom – the hot fashion collective showcasing the best of the region’s brands – is hitting London again during Fashion Week and is also the force behind Selfridges' super-cool Scandinavian Co-op, a 16-brand edit of the hottest Scandi labels.
So it was no surprise that editors and buyers – and Marie Claire, of course - hit the snowy streets of Stockholm at the end of a freezing January for Mercedes Benz Fashion Week Stockholm AW14.
From the hottest names to know and the highlights you need to hear about, this is our rundown of the best of Stockholm Fashion Week AW14:
1. H&M Crowns Its Hot New Designer – And He’s Seriously Good
Step forward Eddy Anemian, the 24-year-old La Cambre student from Brussels who was awarded the high street giant’s third ever Design Award (by a judging panel that included Mr. Erdem himself) – and is a whopping €50,000 better off for it.
Micro-layering, raw edges and beautiful silhouettes with loads of volume and movement dominated – let’s hope the essence of the collection remains when pieces developed from Eddy’s collection hit H&M stores later this year. We can’t wait.
Our stand-out moment? We are besotted with one particularly incredible yellow skirt…
2. AltewaiSaome – The Buzz Brand Of The Week
This was the surprise star of the shows. With a name we spent a while figuring out how to say (Alter-Way Say-Oh-Me, if you are interested) and an aesthetic that drew on the classic Swedish penchant for clean lines and structure, the collection was both wearable and made for a great show.
Styling details like the striped pop-socks, belted waists and colour-pops had the bloggers talking, whilst we fell in love with the dresses and layered seperates…
3. Wyclef (Yes, Wyclef) And Tailoring At J.Lindeberg
So, you know how it is. You head backstage at a buzzing fashion show to interview the designer (in this case the lovely and emphatic Jessy Heuvelink, Head of Design at J.Lindeberg) and up rocks a Fugee. Mr. Wyclef Jean is, apparently, a huge fan of the brand (it’s no real surprise: the menswear remains particularly strong).
And so is the womenswear - we loved the women’s tailoring and the grungy, louche styling. We loved this model (below) too… she was the star of the week (and we’ll let you know when we find out her name).
4. Maria Nilsdotter – The Loveliest Jewellery Designer About (And She's Talented Too)
This is one name you need to know. The St Martins-trained jewellery designer is set for big things - and she’s just absolutely lovely too. We caught up with her over breakfast to talk all things shiny… check back soon to read the full interview.
Her signature claw rings are still a favourite and we love the bullet rings, too. Plus, if you are looking for something a little different for your wedding, check out her headwear. This feather headdress was the buyers’ favourite piece…
5. Fillipa K – The New Joseph (And Our New Workwear Secret)
Simple, chic, beautifully wearable and with some lovely outerwear – Fillipa K is our new go-to for all things workwear.
And can we just spare a moment for her ultra-chic presentation that was accompanied by the coolest pianist ever? Gorgeous.
6. Ida Klamborn And The Swedish Rapper
Another surprise hit – and one we almost missed for not having heard the name at all. But news reached us that there was a big buzz about this one – and we’re glad we did see it.
Accompanied by Swedish rapper Silvana Imam (we could only just about make out the words 'pussy power' btw) the collection was all about colour, contrast and shape. It was simple and wearable – and that is not meant in a bad way at all.
One to watch, definitely.
7. The Berns Hotel. Because, Well…
This is where we stayed – and had dinner…
And this is was the venue for many of the shows… Enough said.
8. Burgers And Backstage Chat With Ann-Sofie Back…
Ann-Sofie Back is the non-conformist of the Swedish fashion pack and, quite possibly, the name you've seen about the most (Rihanna is a fan). She was the force behind two key shows of the week – as designer on her eponymous label and as creative director of Cheap Monday (the transformed denim brand).
Her BACK show was playful and a bit crazy (all the models had Ann-Sofie hair) and, in her words 'spontaneous, a bit naïve and playful'.
'[The collection] is definitely for a woman with a sense of humour. Someone who dresses for herself and her friends, rather than for a man. I think there's a strong feminist angle in it. It's never sexist.' she told us backstage.
Post-show there was a real Stockholm Fashion Week highlight: dinner at the designer’s studio…
Have you ever seen a starving pack of fashionistas, happy to stand in heels, surrounded by expensive clothes and tearing into burgers and chips? It was messy; it was delicious and it was, quite frankly, just fabulous.
Get more information on the Re Present Showroom, or register to attend at representshowroom.com.