According to Gille (pictured), it was the request of larger Swedish fashion houses that made the organisers, the Association of Swedish Fashion Brands (ASFB), bring the event back.
— We have decided to target June 2025 for our activations, he says. This request came directly from member brands that have been with us for a long time, and as we are owned and founded by our members, we align with their expressed interests. This is also reflected in the support we give to our participating brands.
— Stockholm Fashion Week is owned by the ASFB (Association of Swedish Fashion Brands) who, in turn, is completely owned by its member brands. So, we work as a support structure for the industry — our member brands — which will be reflected in how we work to build Stockholm Fashion Week together with participating brands. For participants of the core schedule, there will be no listing fee as they are ASFB members — or will be — and we will provide venues, international guest corps, and documentation.
— We’re glad to see brands thriving after the rough years that were 2019–2023. Though the world and fashion aren’t completely out of it yet, we see a general sentiment that is positive towards the future amongst our members and industry friends.
The fashion weeks in Copenhagen, Oslo, and Helsinki have all been on the rise for the last few years. How do you want to stand out?
— Sweden has a cultural wealth as well as business talents that need to be put front and centre for the visitors of Stockholm Fashion Week. What makes us stand out besides this is especially the brands — the aforementioned talents who make Sweden an interesting place for a fashion career. Not to mention that many Swedish brands and event talent have made neighbouring countries interesting to visit for fashion weeks, says Gille. He continues:
Stockholm Fashion Week has also initiated the initiative Swedish Threads, in collaboration with the educational sphere of Sweden.
— It unites students from different schools to work on the challenge of creating a brand and business idea.
What else will the week include?
— What you may come to expect of an international fashion week, and more, Gille concludes.
