After a 20-year legacy, Stockholm Fashion Week is set to return from June 2 to 5, 2025, reimagined under the guidance of the Association of Swedish Fashion Brands (ASFB). Originally launched by the Swedish Fashion Council as a bi-annual event showcasing Scandinavian minimalism, innovation, functionality, and sustainability, Stockholm Fashion Week was canceled in 2019 to protest the environmental impact of traditional fashion events. The past two years saw smaller digital editions, but now the event aims to relaunch on a much bigger and more immersive scale.
ASFB Director John-Jamal Gille explains that the new vision focuses on enhancing brand visibility, expanding business opportunities, and increasing global relevance. “We rebuilt the association’s network and fostered a strong community where brands collaborated closely with us from the start,” he says. This renewed sense of unity helps define Stockholm Fashion Week as a meaningful and forward-looking platform.
Unlike previous editions confined to a single venue, this year’s fashion week will take place across multiple iconic locations in Stockholm — including museums, landmarks, and historic campuses. This diversity of spaces echoes the formats seen in Paris, London, Milan, and New York, encouraging creativity and fresh storytelling by brands. Swedish culture in its many forms — from architecture and music to film and art — will also be integrated into the experience.
The Swedish Ministry of Foreign Affairs backs this broader approach, emphasizing fashion’s role as a key creative and economic driver that supports Sweden’s goals in trade, innovation, and sustainability. Ben Dousa, Minister for Foreign Trade, highlights, “Our brands combine great design with cutting-edge sustainable efforts. Many are born global and lead in e-commerce. We want the world to know: Sweden is open for business.”
The event’s overarching mission is to project a vibrant, modern image of Swedish fashion to the world. John-Jamal states, “We want to showcase a new generation of brands—some led by pioneers of Scandinavian design, others by emerging talents—offering fresh, expressive takes on what Swedish fashion means today.”
Participating brands include Adnym Atelier, Brixtol Textiles, Deadwood Studios, Fayette Norling, HÄN, Imaskopi, Jennifer Blom, Louise Xin, MADH, MAYZ, Past Tense, SEAMS, STHLM MISC, Studio Constance, and Ternesgen. The ASFB emphasizes a commitment to balance: “We aim to give space not just to the established but also to those who haven’t yet had the spotlight.”
Stockholm Fashion Week is open to international brands that align with its ethos, branding, and high standards of presentation and sustainability. Participating collections must include at least 15 fully realized looks meeting strict quality criteria.
More than just runway shows, the four-day event offers a rich cultural and industry experience. Activities include expert panels, buyer meetings, and networking events. The gala night, hosted by Sweden’s luxury department store Nordiska Kompaniet, will unite industry leaders in celebrating design excellence, innovation, and global impact. VIP lunches, breakfasts, and cocktail gatherings organized by partner brands will further nurture collaboration.
John-Jamal stresses that this year’s focus is on trade and strategic dialogue to define Stockholm Fashion Week’s future. The association is committed to creating a neutral and supportive framework that connects brands with the right audiences worldwide. Together with the Swedish Institute and Business Sweden, ASFB will organize an international buyer program targeting Asia-Pacific and European markets, with plans to include North America pending tariff clarity.
The Stockholm Fashion Week Hospitality Guest List will prioritize key journalists and buyers over influencers, aiming to generate meaningful business connections rather than just social buzz.
This revitalized Stockholm Fashion Week signals a fresh chapter, blending heritage with innovation to position Swedish fashion prominently on the global stage once again.
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