Swedish Fashion in Shanghai

Shanghai Fashion Week (SFW) kicked off on 10 April 2013, showcasing 35 shows at the runway at Shanghai Xintiandi Taiping Lake and 800 shows on Changde Road. This year, Consulate General of Sweden in Shanghai participated in the event, presenting the Swedish fashion with the concept “less is more” which combines quirkiness and social consciousness with affordability and commercial sensibility.

The show featured designs from names including D:FUSE Scandinavia, 5Preview, Ann-Sofie Back, Army Of Me, Camilla Norrback, Cheap Monday, Design by Mary H, Elvine, Mes Dames, Noir & Blanc, Righteous Fashion, Saby, T-shirt Store, Ulrika Sandstrom, Van Deurs and Vita.

Since 2010, the consulate has focused on building awareness around Swedish fashion aesthetics by arranging six Swedish shows at SFW. The latest one was styled by Shanghai designer Simon Wang and directed by senior fashion strategist Liu Yongyan.

SFW has grown into a major platform for independent designers to showcase their ever-evolving work.  In addition to the many shows this year, the first edition of the high-end footwear trade fair MICAM Shanghai was held at the Shanghai Exhibition Center. This is intended to help international manufacturers tap into the Chinese footwear market.

Source: Shanghai Daily


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