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Trendy Swedish fashion grabs the spotlight
By Yang Di |
September 23, 2012, Sunday
|
Print Edition
Print Edition
SWEDISH fashion may not have the clout of Parisian haute couture or the glamor of Italian brands but the recent Swedish multi-brand fashion show at Shanghai Center was trendsetting, edgy and avant-garde, yet functional.
The brands included Gina Tricot, Lindex, Ten Points, Polarn O. Pyret, Bj?rn Borg, Indiska, ClaesG?ran, Oscar Jacobson and Elvine. It represented a wide range of Swedish fashion, including large-scale chains of so-called "fast fashion," affordable women's wear, children's wear, footwear, sportswear, underwear, contemporary street wear, and more high-end men's wear.
Swedish Minister of Trade Ewa Bj?rling was present at the show to support and promote Swedish fashion.
Swedish design esthetic is characterized by clean lines and strong cuts. There is also a preference for casual wear, minimalism and unisex designs. Many brands also consider sustainability in their lines, paying attention to quality and corporate social responsibility issues. Most successful Swedish brands are affordable and unpretentious.
Gina Tricot, the Nordic region's fastest growing fashion chain for women, showcased its fall winter collection that mixed punk aesthetics from England with African tribal influences. The family-owned company Indiska showcased its modern bohemian style with a passion for colors, patterns and shapes.
The menswear brand Oscar Jacobson reflected Scandinavian simplicity and sophisticated elegance.
The brands included Gina Tricot, Lindex, Ten Points, Polarn O. Pyret, Bj?rn Borg, Indiska, ClaesG?ran, Oscar Jacobson and Elvine. It represented a wide range of Swedish fashion, including large-scale chains of so-called "fast fashion," affordable women's wear, children's wear, footwear, sportswear, underwear, contemporary street wear, and more high-end men's wear.
Swedish Minister of Trade Ewa Bj?rling was present at the show to support and promote Swedish fashion.
Swedish design esthetic is characterized by clean lines and strong cuts. There is also a preference for casual wear, minimalism and unisex designs. Many brands also consider sustainability in their lines, paying attention to quality and corporate social responsibility issues. Most successful Swedish brands are affordable and unpretentious.
Gina Tricot, the Nordic region's fastest growing fashion chain for women, showcased its fall winter collection that mixed punk aesthetics from England with African tribal influences. The family-owned company Indiska showcased its modern bohemian style with a passion for colors, patterns and shapes.
The menswear brand Oscar Jacobson reflected Scandinavian simplicity and sophisticated elegance.
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