With the third edition of trade show +46 it has become time to grow with an international focus. The goal is foremost to become the best trade show for edgy and progressive designers in Scandinavia. With the success from last season in the back and Danish designer Nicoline Liv Andersen winning the +46 award a giant step towards this has been taken.
 +46 has grown fast. The first season it was only the award and then the trade show was added in February this year. That trade show had about 25 exhibitors, all carefully selected to fit the concept. This time it has grown to about 50 exhibitors from all over the world but still with a majority of the brands from Scandinavia - all still carefully selected. The award is still a very important part, as is the +46 Pages (magazine) that is found at all the events during fashion week and in a few selected shops.
No other event during the last fashion week got as much media coverage as +46; they really became the media darlings. This has obviously made it easier to interest designers, as well as presenting and attract media and buyers. “Trade shows are not all about buying and selling any longer. It is a lot of branding as well”, says Kristian Rajnai, Project Manager for +46. “It is still an important part though and therefore it can be good to have some more well known labels since they attract a certain type of buyers”, he continues. +46 is held at “Allmänna Galleriet” at Kungsholmen in Stockholm. It is truly a unique venue that is mentioned in Wallpaper’s guide to Stockholm. “We clicked straight away when we saw it, it is so unique and it is tricky to find this kind of warehouse style venue in the middle of Stockholm”, Kristian explains. When starting +46 Odd (communication agency) had two purposes. The first was to get the fashion week in Stockholm more international; not the  least since a lot of good designers seemed to make a statement out of not participating. Secondly they felt that there was a need for a good platform for progressive designers. Kristian says it is really important to always have space for the small, edgy and really interesting designers, also when large labels with more money come in. Though +46 is an industry event and then public is not welcome Kristian thinks it would be good if there were more activities around the city for the public that made the fashion week more noticeable. “Other cities work a lot more with that and it would be great to get that specific atmosphere all over town”, he says. +46 Award show takes place 16 August and the trade show is open Friday-Saturday between 9am-6pm.Media and buyers will be able to register at the venue. StockholmFashionDays.com will of course cover all shows and show all our readers the highlights of the exhibition, trade show and fashion shows.
Trackback(0)
 |
Category
RSS feeds
TrackBack URI for this entry
Subscribe to this comment's feed
Show/Hide comments
Show/Hide comment form
