This year’s edition of Stockholm Fashion Week showcased a fine selection of the countries designers. It was, however, without the best and the biggest of the Swedish brands, such as Fifth Shoe Avenue Repair, Diana Orving, Minimarket, Acne, and House of Dagmar. Putting on a fashion show is hard on the wallet, so instead these brands chose to focus on the bigger, and – dare i say it? – more important, fashion weeks around Europe with better media exposure, such as Copenhagen and London.
House of Dagmar had already showed their collection in Amsterdam and decided to just have a showroom in Stockholm. With Latin live music, mojitos, spanish champagne (Cava) and fruit brochettes the showroom felt more like an intimate party than a fashion event. Ari from Fashionisima, Andreas and I wondered if the showrooms are the best idea to showcase the designer´s collections or if they should stick to the traditional fashion shows. I wish I could say we came to an intelligent and insightful conclusion, but I’m afraid the free supply of mojitos came in the way of any deep thinking.
The special guests of Stockholm Fashion Week were there too. I´m talking about the fashion bloggers Susie Bubble, Bryan Boy, Andy Stylescrapbook, Rumi Fashiontoast, Phil Oh and Face Hunter, the fashion world’s favorite pets. It was interesting to see them in real life and even more interesting to listen to all the different opinions about them and about what they bring and if they should even be invited to runway shows at all. After what I saw at Stockholm I can´t stop wondering, is it really worth inviting bloggers to such a small fashion week, spending money on airplane tickets and hotels, and seating them on front row? Perhaps the front row should be reserved for buyers, editors and proper fashion reporters and the money could be better spent on supporting young designers.
Let´s see what happens next season. And after all, I´m a blogger too and I had my first front row seat at Stockholm Fashion week.
What do you think – should they continue treating fashion bloggers as stars and seating them on front row?