Swedish Fashion Goes Berlin
During Mercedes-Benz Fashion Week Berlin in January 2011, Swedish fashion goes Berlin. With three designers, two academics, one photo exhibition and hours of avant-garde fashion films, Swedish fashion is showcased all over Berlin.
Video from the fashion events in Berlin.
Fashion! Photographs by Camilla Åkrans at Swedish Photography, 20-29 January 2011
At the newly opened gallery Swedish Photography, Fotografiska Stockholm presents an exhibition of Camilla Åkrans, one of the most awesome Swedish fashion photographers, curated by Michelle Marie Roy. With her strong sense for compositions and ability to use outdoor lighting, Camilla Åkrans transforms fashion photography to the new art form for the third millennium. Her breakthrough came in 1998 when one of her images graced the cover of the first issue of the Swedish fashion magazine Bibel. She has since then photographed for magazines such as Vogue and Harper’s Bazaar and worked with supermodels Kate Moss and Claudia Schiffer to name only a few.
Read an interview with Camilla Åkrans here! (opens in a new window)
Swedish Photography, Oranienburger Str. 27, 10117 Berlin. Open: 12-7 pm, closed: 24 and 25 January
Swedish fashion film festival, 20-23 January 2011
When the darkness falls, the courtyard of the Swedish Photography gallery will be lit up by Swedish cutting-edge fashion film. From 5 to 7 pm, a program with fashion films from for example Nakkna, Rodebjer, The Local Firm and Bon Magazine will be screened. As a complement to the traditional fashion shows and photography, the fashion film has expanded the ways in which designers can reflect and communicate the mood of a collection. The fast development of internet technology has pushed this new genre forward; the relatively low cost compared with a traditional fashion show has also contributed to its success.
Program - Swedish Fashion Video
Swedish Photography, Oranienburger Str. 27, 10117 Berlin
Fashion talks by Ulrika Berglund and Jacob Östberg
20 January 10-12 am
If you thought that fashion was all about surface, a seminar with renowned lecturers from Centre for Fashion Studies at the University of Stockholm will change your mind. Ph. D student Ulrika Berglund gives a historical perspective on Swedish fashion and its development from 1930 to 1960. She gives an overview of the Paris fashion influences and their impact on the evolution of a Swedish fashion ini a Social Democratic society. Ph. D. Jacob Östberg’s presentation takes its departure in the notion that an understanding of contemporary Swedish fashion cannot be decoupled from an overall understanding of Sweden’s role in popular culture. Östberg will outline a number of different ways in which Swedish fashion brands relate to these available mythologies of Swedishness.
Felleshus, Nordic Embassies, Rauchstr. 1, 10787 Berlin.
R.S.V.P. here
Swedish fashion show at Mercedes-Benz Fashion Week Berlin
21 January 2011
In Sweden, Mercedes-Benz has been actively involved in the fashion scene since 2008 and is today title sponsor of the Mercedes-Benz Fashion Week Stockholm. The Mercedes-Benz Fashion Week Berlin is an established platform for young and rising designers. For the first time Swedish talents will present their creations in a Group Show to an international audiencewith live music from the Swedish artist Juvelen.
Camilla Norrback
The Swedish fashion brand camilla norrback was founded in 1999, and has over the last years developed into a well-known brand in Sweden and internationally. Camilla Norrback was born 1974 in Jakobstad, Finland where she also grew up. Norrback’s goal is to offer sustainable fashion that is affordable, smart and sleek. A few years ago, she coined the term “Ecoluxury”. Inspiration for the collections comes from film, art, music and social currents. camilla norrback is an accessible brand that unites retro-romantic style and modern shape with materials and techniques of the future to create a versatile, long-lasting garment. In 2010 a men’s line – norrback – was launched with the same core values and attributes as the women’s line.
Ida Sjöstedt
Ida Sjöstedt was born in Stockholm in 1976, and studied fashion design at University of Westminster in the UK. In 2001 Ida Sjöstedt moved back to Sweden, the same year she launched her first collection during Stockholm Fashion Week. She has been showing on schedule in Stockholm since, and is also regularly exhibiting in Paris during the prêt-a-porter weeks. "Tasteful kitsch" or "tongue-in-cheek elegance" are two ways of describing Ida Sjöstedt’s design philosophy. Contrary to the often minimalist Swedish design, Ida Sjöstedt offers energy and joy fashion. Her aim is to create beautiful, sexy clothes for women who don’t take dressing up too seriously –and who see fashion as something fun rather than as a must.
Watch an interview with Ida Sjöstedt
Diana Orving
Diana Orving was born in 1985, and is entirely self-taught. She began to design clothes for herself and her friends in high school using a kind of trial and error approach. The clothes subsequently found their way into Stockholm stores selling up-and-coming design. She presented her first collection in spring 2005, and her clothing is now stocked not only in some of the most exclusive boutiques. Diana Orving’s interest centers on the actual construction of the garments, as well as on the relationship between the clothes and their wearers. For her a/w 2008 collection, she worked with four actors to produce a show that bordered on theater. "To me, clothing is about people and their stories, perhaps more than it is about fashion."
Mercedes-Benz Fashion Week A/W 2011, Bebelplatz, 10117 Berlin
Swedish Brands at Bread and Butter:
Eton, Björn Borg, Cheapp Monday, Coloud, Dr Denim, Dunderdon, Elvine, Gant, Happy Socks, J. Lindeberg, Marc O’Polo, Marshall Headphones, Mint., Nikolaj d’Etoiles, Nudie Jeans, Odd Molly, Pace, R.M. Williams, Red Collar Project, Rules By Mary, Svea, Tiger of Sweden, Triwa, twist&tango, Urbanears, fé, wesc
Swedish Brands at Premium:
Camilla Norrback, Lotta Djossou, Tree
Swedish Brands at SEEK:
Denim Demon, Fifth Avenue Shoe Repair, Indigofera, our Legacy, Sandqvist, Sunpocket, The White Briefs, Velour, Jofama, Vanishing Elephant, Whyszeck
For further information please contact:
Press contact Berlin: Silk Relations, www.silk-relations.com
Press contact Swedish institute:Jenny Hagblom, 
Project manger: Anna Maria Bernitz 
+46 73 6842012
The project is made in collaboration with the Swedish Embassy in Berlin, Mercedes-Benz and Fotografiska Stockholm with support from Mannheimer Swartling and Artic Paper.