News Flash

MBFW in Stockholm expects record participation figures

20 Jan '11

3 min read

The build-up to the impending Mercedes-Benz Fashion Week in Stockholm is in full swing. Designers' interest in presenting their collections has grown as the week's profile has become stronger and stronger, and it is already clear that we can expect record participation figures when the leading Swedish labels showcase their 2011 autumn and winter collections. International attention on the event has been further strengthened by Mercedes-Benz continuing its role of title sponsor from last year.

The Mercedes-Benz Fashion Week, which will be held between 31st January and 3rd February 2011 and will take place at the main venue Berns Salonger in central Stockholm, will once again see Stockholm packed with members of the press, buyers and fashion enthusiasts.

Over the course of four jam-packed days, the leading Swedish fashion labels will be showcasing their 2011 winter and autumn collections, with Berns Salonger and the Mercedes-Benz Fashion Pavilion the main show venues. Swedish fashion is hotter than ever – as is demonstrated by, among other things, the list of brand names that have already confirmed their presence during the week.

“There is a shared and increasingly strong commitment to being part of creating a brilliant fashion week in Stockholm. This season, we even have brand names on the stand-by list to show their collections,” says Anna Eriksson, Project Manager for ASFB, one of the organisers behind the Mercedes-Benz Fashion Week.

The timetable includes almost 30 separate events, and the list of showcasing labels already confirmed includes: Carin Wester, Cheap Monday, Dagmar, Whyred, Filippa K, Ida Sjöstedt, Tiger of Sweden, Diana Orving, Hope, The Local Firm, Lexington, Boomerang, Ewa i Walla and Woolrich. New exhibitors for this year include Busnel, Oscar Jacobson and GANT Rugger.

13 Second year students from Beckmans College of Design will be showing their degree portfolio collections in the Mercedes-Benz Fashion Pavilion, where Karin Malm, winner of the Mercedes-Benz YFI Award, will also be presenting her collection during the course of the week. The annual Max Factor Award, whose winner will not be announced until shortly before Fashion Week, will be held inside Berns Salonger, which has also been confirmed as the location for the first show of the week – Ida Sjöstedt;

“For me, the show is a huge part of my creative process. It's my chance to present the collection as a whole and to convey a feel to the press and buyers – something that you can only do live. Showing in Stockholm is natural for me: it's my home ground and the location of my most important target group. But the last few seasons have also seen an increased international response, which is important to me too,” says Ida Sjöstedt.

This year will also see Schwarzkopf join Mercedes-Benz and Max Factor as an official sponsor. Mercedes-Benz, which became the week's title sponsor in summer of 2010, has long been a supporter of the fashion industry at a variety of international fashion weeks, including the Mercedes-Benz Fashion Week in New York, Berlin, Milan and London, and Haute Couture and Prét à Porter in Paris.

Mercedes-Benz Fashion Week

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