Finally Stockholm Fashion Week (sthlmfashionweek.se) is starting to live up to its full potential. Shedding the somewhat feeble and fragmented associations of the past, the AW08 edition (28 Jan. –2 Feb. 2008) impressed and marked a new beginning for SFW with a strong line-up of internationally recognized labels such as Filippa K and Acne Jeans– names that have up until now chosen to show independently of SFW.

The initiative that has upped SFW’s profile is Sthlm Fashion Week by Berns, an independent body that is behind a dominant portion of catwalk presentations. Organized by Berns Salonger, Patriksson Communication and Bon Magazine, Sthlm Fashion Week by Berns was founded in 2006 in support of the local fashion community and has quickly established itself as the week’s prime catwalk platform.

Commenting on the success of having attracted Filippa K and Acne Jeans (pictured above) in taking part, project manager Joakim Brännström noted: “The fact that these two major Swedish fashion brands of international repute have opted to take part is really fantastic and means a lot to the project. Their participation underlines Stockholm’s position as a fashion city and supports SFW as a whole, but it also reinforces Sthlm Fashion Week by Berns’position as the central platform during SFW.”

Among the other 20 labels included on Sthlm Fashion Week by Berns’ show schedule were notables Minimarket, Lars Wallin, Whyred, Velour, Hope, Björn Borg, Cheap Monday, Sandra Backlund, Carin Wester and Rodebjer.

Another name not to forget is the promising talent Helena Hörstedt, the designer who bagged the first of SFW’s Max Factor Awards after wowing the judges with her experimental cutting techniques and couture-like attention to detail.

– Emma Holmqvist