In 2017 Swedish Fashion Association needed to urgently bring a breath of fresh air to their annual week of fashion in Stockholm. The scene had seen big Swedish brands leave for Copenhagen FW and the international fashion press had left the week also. 

Their brand needed a spark of creative output as “streetwear” was taking over every catwalk and around the world. 

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With that notion we stepped in to bring in the energy of “it's not just about the clothes - it's the movement”. This was our opportunity to bring fashion culture of the youth in Stockholm into an exclusive space and witness the future of fashion unfold before our eyes. 

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We did that by organizing a trio of events during 2 days at the Performing Art Museum in Stockholm. Day one was an open house and about giving visibility to young, unorthodox, unknown, diy fashion designers to take center stage and inspire with their creativity, ingenuity and unyielding passion for their styles. At night the space re:opened with an exhibition-cum-poetry slam catwalk by the fashion brand This Is Sweden. 

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For day two we invited creatives Virgil Abloh and Heron Preston for a 2 hour-long talk together with the Swedish/Eritrean custom designer Selam Ghirmay Fessahaye. 

The talk was open for everyone (500 capacity) and the 100 seats available were exclusive for the third culture kid youths whose voices are not heard in the Swedish fashion scene. The FSW official afterparty ended with an immersive DJ set by Virgil and Heron. No guestlist and only 50kr entrance with the sole purpose of including everyone. 

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Fashion has the power to create big changes and bold statements, Space by created an experience for that to be seen, and succeeded in introducing a new and unique scene to the Fashion Week; being the most talked and written about event of the season

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Credits: 
Joel Nyström, Assistant Creative Director (Trans94)