From Aug. 9 to 11, Stockholm welcomed buyers, press, bloggers and tastemakers to its Mercedes-Benz Spring 2012 Fashion Week. In 2005, entertainment company Berns Salonger partnered with Bon Magazine and Patriksson Communication to create the city’s fashion week, aiming to attract the international fashion community and show off unique Swedish style. Stockholm Fashion Week, held twice a year, has since become one of the most important fashion weeks in Scandinavia.
This season, the event was held at the Berns Salonger building in central Stockholm. Nearly 40 designers gathered to showcase their visions for the upcoming Spring season, including Minimarket, Whyred, Tiger of Sweden, Rodebjer, Dagmar and Odd Molly. As Stockholm Fashion Week always welcomes upcoming designers as well established, this season it opened the runways to newcomers Jennifer Blom and Ubi Sunt. Undergraduate and postgraduate students from the Swedish School of Textiles also exhibited their collections.
Each season at Stockholm Fashion Week, the Young Fashion Industry Award is given to the best emerging designer. This season’s award was presented to Johanna Pihl for her impeccable detail and powerful collection. Pihl’s line used highly technical finishes and was inspired by a human-anatomy-meets subterranean-architecture vibe. As part of her prize, Pihl will have her own runway show in January during Stockholm Fashion Week Fall 2012, courtesy of Mercedes-Benz, which is footing the bill.
Ending the Spring 2012 Fashion Week, Fashion Night was held at local stores in nearby Bibliotekstan. Kept open into the wee hours for after-hour shopping, participating stores promoted their new fall products and served champagne to the fashionistas. Guests also enjoyed getting styled by makeup artists from Max Factor, partaking in myriad giveaways and being snapped by the paparazzi – a special treat.