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Photo: AAJIYA
Photo: AAJIYA
Style and sustenance The Swedish Fashion Council sits at the forefront of change, guiding the global fashion industry as it enters a new era. Sustainability is no longer just a trendy cape to sport for spring, but is becoming fundamental for brands to earn respect and ensure long-lasting success. And leading the way is Swedish fashion.
cil’s vision of guiding the fashion industry into a new era and positioning Swedish fashion as something to look up to.
By Emma Rodin
The main thing to highlight under the organisation’s ‘promote’ umbrella is Swedish Fashion Talents. This is an incubator programme created to support newcomers on the Swedish fashion scene and
The Swedish Fashion Council strives to promote, educate and innovate within the Swedish fashion industry in order for it to become competitive. Established in 1979, the council leads research projects, provides industry reports and supports the next generation of fashion leaders through its incubation programme known as Swedish Fashion Talents. When the organisation was born, the industry need was for it to provide a global overview and report upcoming trends, as well as to supply a platform on which to showcase Swedish fashion. However, this 20 |
Issue 141
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April 2022
need has changed in line with the industry’s natural growth. “As the industry has evolved over the years, including digitalisation, we’ve had to shift focus within the organisation in order to keep up,” explains Jennie Rosén, CEO of the Swedish Fashion Council. “Today, it’s our visionary and creative actions along with a strong community that make us a defining contributor to the overall industry shift.” As mentioned above, the Swedish Fashion Industry is based on three main pillars and works to promote, educate and innovate. Combined, these contribute to the coun-
Proud to promote
Jennie Rosén.