• Swedish Fashion
    2000 – 2015

Sweden’s fashion elite came together at this year’s biggest fashion party: the opening of Swedish Fashion: 2000-2015 at Sven Harry’s Art Museum in central Stockholm. The exhibition explores the explosion of Swedish creativity during this period in time. Absolut Elyx was the proud sponsor.

Swedish fashion May 23-August 31, Sven Harry’s Art Museum, Vasaparken. With a history in collaborating with the art and fashion industry, The Absolut Company was the proud sponsor of this year’s biggest fashion party: the opening of ‘Swedish Fashion: 2000-2015’ that took place on Thursday at Sven Harry’s Art Museum in Stockholm. A large number of Sweden’s fashion elite, including designers and well known names such as Loreen, Marie Serneholt, Johan Lindeberg, Roland Hjort, Bea Szenfeld, Margareta van den Bosch and Ida Sjöstedt, was on site sipping Elyx cocktails while browsing their own fashion creations or fellow colleagues including Acne Studios, Whyred, Dagmar, Hope and Ann-Sofie Back. The exhibition showcases the transformation of Sweden’s fashion scene, spread out across the art museum, exploring themes such as ‘Atelier’, ‘Denim’, ‘Black’, ‘Reformation’ and ‘Volume’ from the beginning of the millennia to now. Besides garments that were collected from each of the designers by the curators, video and photography highlighting key moments in Swedish fashion is also on display. Functional and affordable fashion is some of the driving forces in this period of change, with denim from Cheap Monday, Acne Studios and Tiger of Sweden, playing a prominent role.

At the end of the 90s when international designers were still putting large logos on their products, Swedish designers were focusing on creating functional clothes that you could move around in - a development to do with the Swedish society at large, according to the curators.

“We became pretty comfortable and our choice of fashion has to fit with picking up and leaving the kids from day care, and then going out for drinks,” says Cia Jansson, one of the curators, and creative director of Swedish Elle. “Our society was much further evolved in this sense than others.”

This change was part of a larger creative development that took place in Sweden at around the millennia. A new generation of architects, chefs and designers no longer flirted with countries abroad. They looked at their own backyard for inspiration, and started designing for their own market.

“They realised they had to listen to the needs of Swedish men and women. We wanted fashion we could afford. I guess it is part of our socialist heritage. Just look at H&M and IKEA, it has shaped us,” says Michael Elmenbeck, one of the curators and founder of Bon magazine.

“As a result, everyday fashion and ‘dressing down’ was something Swedish designers became pioneers in. Both Acne and Cheap Monday designed clothes that a young generation could afford. Meaning Swedish fashion became recognised as cool.”

On the rooftop of the museum, the next generation of designers are on display, including Ida Klamborn, Erik Bjerkesjö and Naim Josefi - paving the way for fashion’s future. However, what the aesthetic will look like going forward is still hard to tell, according to Elmenbeck. “They are not interested in mass production, the fabrics are more exclusive. Having grown up with their iPhone next to them and blogs showing catwalk fashion, their views of what is Swedish have changed slightly. There is a larger focus on colour and high fashion details, he says. “It will be very interesting to see where they will take it next.”

Along with the exhibition, there is a print publication with in-depth texts and exclusive, newly produced fashion images. There is also a dedicated website, www.svensktmode20002015.se, with film archives and personal texts from those in the industry.

Swedish Fashion:2000–2015, Sven-Harrys konstmuseum, Vasaparken, until 31 of August, Wedn-Sun, 11-18.00.