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STOCKHOLM – Swedish Fashion Council has cancelled Stockholm Fashion Week and said it will focus on launching a “more sustainable alternative.” The event was due to take place from 27-29 August, however, cancellation at such short notice offers an indication of the huge challenges in the fashion events space at the present time, as designers seek new, innovative ways to showcase collections. Stockholm Fashion Week has long-since had to compete with the popular Copenhagen Fashion Week, which generally takes place in August and is highly popular with brands and the international press.

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“Stepping away from the conventional Fashion Week model has been a difficult, but much considered decision,” said Jennie Rosén, CEO of the Swedish Fashion Council. “We need to put the past to rest and stimulate the development of a platform that is relevant for today’s fashion industry (and) focus on creating tools and platforms in order to support and prepare the industry for the future.”

She added that, “the Swedish fashion industry is extensive and growing, so it is crucial to support brands in their development of next-generation fashion experiences. By doing this we can adapt to new demands, reach sustainability goals and be able to set new standards for fashion.”

Rosén also said the council is now putting its energy towards creating a platform and tools that reflect the industry’s current needs, which includes revenue streams that would encourage market moves towards sustainability. The council plans to reveal its new strategy and various programmes later this year.

Stockholm Fashion Week has showcased the work of a huge array of designers over the years, including Per Götesson and Lazoschmidl, as well as young designers like Central Saint Martins grad Harry Freegard via its Challenge The Fabric Award.

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