Skärmavbild 2016-06-20 kl. 15.22.58


Sharewear is a campaign where people in several countries can borrow unique pieces of clothes and accessories from Swedish designers via Instagram with one catch – you have to share it forward. After one week you pass it on to the next person who wants to borrow the item. With this initiative fashion fans can borrow clothes in a new way and at the same time highlight Sweden’s idea for a sustainable fashion eco system.


The campaign is initiated by VisitSweden and the Swedish Institute with support from ASFB and has been covered in 400 titles inclunding The Daily Telegraph, Harper’s Bazaar, Marie Claire, GQ and The Huffington Post and has reached 376 million people in 117 countries. ShareWear is a part of Democreativity, which purpose is to spread the image of Sweden as a creative country by highlighting its creative industries.


Read more about the campaign on