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Read the Editors diary from Stockholm Fashion Week. Is it really as glamorous and fun as everybody who is not allowed in thinks, or the people invited want it to look like?
August 13 8am
I just got up after some hours of sleep. After spending a week preparing for this week everything should finally be organised. Thought SFW is not a big fashion week it has grown a lot and with my closest colleague absent it will most certainly be a busy one. I am certainly looking forward to this fashion week. It is my first fashion week in Stockholm in years, this because I have lived in London for a few years. During these years the week has certainaly grown and it will be really interesting to see what has changed and what level it has reached. After finishing up all the organising for this week and finishing writing the interview with Mika Liias at Make Up Store on Friday, I decided to take a long relaxing weekend. Unfortunately I came back from the archipelago way later then planned yesterday, hence shop closed and now I am sitting without breakfast. Though tempting to go downtown and have a relaxing hotel breakfast I think I will wait for the shop to open since there are still things to be done before I hit the town and the first events of the week.  Its only Monday today though and that is a pretty quiet day. There are two shows I really look forward to though. Björn Borg is presenting a new collection and Ida Sjöstedt has her show at Berns. Ida is not only a lovely person, but also a great designer and I am curious to see how she has developed.
5pm
Just finished publishing the article about Ida Sjöstedt's fashion show at Berns. It was a very cute show, just like Ida herself. No shit it is girly, but I like it. There are some things that are just too much and with the massive amount of girly garments it definitely gets a bit overwhelming, but then even I have to remember that most people will have one, or perhaps two, of these dresses in their wardrobe so... quite a difference. Watched the new "White" collection from Björn Borg earlier and it was nice as well, nothing mega special but it is nice.  Both the shows took place at Berns in central Stockholm which is a beautiful venue. It is well organised and the lighting definitely seem better then last season. Waiting to get in I was quite amazed though. Outside stands what is supposed to be the absolute elite of Swedish fashion and they just looked... quite plain.
It is black, black and more black - oh.. and a bit more black. A massive amount of guys in that very Swedish "I work in media or fashion so i get away with the sloppy rockers look" and in a que of about 300 people (most of who work in fashion and media) i noticed about 5 people wearing shades... hmm... there will sure be a lot of wrinkly people in fashion in Sweden - haven't they learnt a thing?? Another thing I am amazed by is how shy Swedish fashionistas are to cameras. When a camera comes up they run like there is no tomorrow... what does their PR people say about that? There is always at least one exception to the rule though and outside Björn Borg's fashion show I saw the ever fabulous and glamorous model/tv hostess/board member (how the hell does she have time to get so fabulous..??) Emma Wiklund that both wore shades and happily posed in front of the camera. Aug 13 - 14 - 15 - 16 - 17 - 18 - 19
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