Swedish fashion & design

Swedish fashion

‘Less is more’ accurately describes much of Swedish fashion. There’s a fondness for discreet colors and a pared-down, refined appearance. As with so many aspects of life, Swedes tend to take a practical approach to what they wear, but this doesn’t mean there is any lack of creativity — as the Beckmans College of Design’s fashion show proves each year.

Retailing giant H&M continues to spread affordable Swedish style around the globe and a number of cutting-edge designers are gaining international acclaim. What has been called the “Swedish fashion miracle” started with hip denim brands like Acne, Nudie, WESC and Cheap Monday. Denim’s popularity in Sweden shows no sign of slowing down as smaller brands enter the market. Also, haute couture – from Lars Wallin to Pär Engsheden, a favorite of the royal family – is alive and well, adding a touch of glamour to the country’s laid-back look.

At the same time, there’s a growing reaction against the culture of consumerism. The second-hand market for fashion is also increasing. Last year’s high fashion may be this year’s street wear. This ecological consciousness is also starting to reach designers, not just the consumers, and both are proving that an eco approach can also be chic.

Design

From furniture to glassware to textiles, beautiful and functional Swedish design endures. Many of the designs created in the first half of the last century, such as the furniture of Josef Frank, Carl Malmsten or Bruno Mathsson, remain popular today.

Ever since the breakthrough of functionalism at the Stockholm Exhibition of 1930, form has largely been dictated by function in Sweden. The general perception is still that Swedish design refers to pure lines, blond wood and user-friendliness. Admittedly, IKEA may have something to do with this but it all started with the 1919 pamphlet Better Things for Everyday Life, written by Swedish art historian Gregor Paulsson. He pointed out the need for making aesthetic objects more widely available, a statement that had an enormous impact on Swedish design for most of the 20th century. Paulsson’s idea of democratic, non-elitist design still holds strong, and it is remarkable what an important role design plays in the everyday lives of Swedes.

Today, a new generation of designers wants to tell a story through their objects, not simply create useful things. As function meets emotion, the creative range becomes wider than ever and the clean, simple style is being challenged. A number of designers have adopted a cross-disciplinary approach to their work – art, crafts and design are often mixed and matched with unexpected materials for highly original results.

Interview: Ida Sjöstedt, fashion designer

Fashion designers come and go, but only a few can win approval from the critics year after year like Sweden's Ida Sjöstedt. Rather than following prevailing trends, she goes her own way with designs ranging from the romantic and girlish to glamour and glitter bordering on kitsch.

Join Sjöstedt in her studio in this filmed interview