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Celebrating Sweden at Berlin Fashion Week


January 22, 2011/10.19

While we await more catwalk images from Mercedes-Benz Berlin Fashion Week, we have some videos from the Swedish presence at the event.
   Three designers, two academics, one photo exhibition and hours of avant-garde fashion films were showcased around Berlin during the January event.
   The designers, Camilla Norrback—known for her sustainable fashion and her idea of “ecoluxury”—Ida Sjöstedt and Diana Orving showed their lines yesterday (January 21) in a group show, with live music by Juvelen.
   Two academics from the Centre for Fashion Studies at the University of Stockholm, Ulrika Berglund and Jacob Östberg, ran a seminar series on January 20. Berglund looked at the history of Swedish fashion from 1930 to 1960 and the impact of the Parisian collections on Swedish society. Östberg’s presentation examines how contemporary Swedish fashion is connected to the overall understanding of Sweden’s role in popular culture, and how Swedish brands relate to the mythologies of Swedishness.
   Fotografiska Stockholm has an exhibition by Camilla Åkrans, curated by Michelle Marie Roy, at Swedish Photography, Oranienburgerstraße 27, 10117 Berlin, running till the 29th. Åkrans came to prominence in 1998 with her cover for Bibel, and has since shot for Vogue and Harper’s Bazaar, with supermodels Kate Moss and Claudia Schiffer, among others. At night, the Gallery courtyard will be lit up by avant-garde Swedish fashion films.

Swedish fashion at Berlin Fashion Week

Backstage footage from Berlin Fashion Week

Camilla Norrback

Annika Rembe, Director General, Swedish Institute

Jacob Östberg, Associate Professor of Marketing, Centre for Fashion Studies at Stockholm University

Michelle Marie Roy, Curator, Fotografiska Contemporary Photography Museum

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