Babak Azarmi is a creative force and advocate for cultural representation and impact-driven branding. Known for his work with some of Sweden's leading hip-hop and cultural icons. His recent work with Third Culture Kids celebrates cross-cultural identities, an ethos he brings to our board as we aim to strengthen diversity and innovation within Swedish fashion. With his fresh perspective on branding and community building, we're looking forward to inspiring new pathways for Swedish industry's growth and inclusion.
In addition to Third Culture Kids, Babak Azarmi leads Common Values United (CVU) with his two partners, a concept agency that connects brands, artists, and communities through shared values. CVU blends brand identity with social purpose, partnering with names like IKEA, Patagonia, Brilliant Minds, Moderna Museet and Stockholm Fashion Week® to create meaningful cultural projects.
ASFB – Hi Babak and welcome to the board! How do you feel being part of the ASFB and the collaborating partner (with CVU) for the Stockholm Fashion Week 2025?
Babak A. – Merci, Neda. I think I'll forever feel lost in anything that isn't open and accessible. But I also believe that being a voice in boardrooms can bring new rhythms and ideas. I'm optimistic about this world and grateful for these opportunities, but I feel that things should be modified much more drastically and new ideas radically welcomed if we want fashion and art to remain relevant. I feel that the main consideration as a pertner is: how do we create a true sense of publicness and how can we contribute to togetherness in this city?
ASFB – Your work and leadership within Common Values United and Third Culture Kids (not to mention bringing Virgil Abloh to Sweden) have been instrumental in bringing together cultural and artistic expressions. How do you envision bringing that same energy and innovation to ASFB, and what specific cultural changes do you hope to inspire within the Swedish fashion scene?
Babak A. – For me, fashion is culture, and it has the ability to take on an almost infinite range of identities, reflecting the ever-evolving nature of creativity and the world itself. It's this adaptability, this constant reinvention that we need to insert – not just to move the industry forward, but to shift the cultural conversation at large. It begins with access, by opening up opportunities for people to participate and contribute. Right now, I see a lot of effort being wasted in the cultural sphere. To many are competing with each other, which is a complete drain of intelligence, word to Koolhas.
We need to streamline our energy collectively into something meaningful. Shoutout to John-Jamal Gille for opening this door for us. I also love what Angelo da Silveira is doing within textiles and fabrics, Robin Douglas for pushing boundaries and keeping things interesting, Elle Azhdari's imaginative work, and Changers Fashion for expanding both knowledge and space. Just a few of the people in this city that inspires me.
Caroline brings invaluable expertise in destination and business development, with a strong focus on sustainable growth and collaboration. As Deputy CEO of Stockholm Business Region and former CEO of Visit Stockholm, Caroline has led transformative initiatives to position Stockholm as a thriving business and tourism hub. Known for her leadership in adapting to rapid industry changes, she has spearheaded efforts to align public and private sector goals, focusing on innovation and economic impact.
Caroline's strategic vision and her commitment to social impact make her a natural fit for ASFB. Her experience in guiding large scale projects and fostering cross-sector partnerships will help drive sustainable growth and visibility for Swedish fashion on an international stage. We're thrilled to have her insights and leadership to support ASFB's mission in shaping a prosperous future for the fashion industry.
ASFB – Hi Caroline and welcome to the board! How does it feel to be part of the ASFB board members?
Caroline S. – It feels both fun and rewarding to join the ASFB board. There's a wealth of industry expertise here, and I hope to add some perspectives from the public sector as well as change management. Naturally, I also bring the Stockholm perspective into all of this. The fashion industry is essential in strengthening our local appeal and boosting our global competitiveness.
ASFB – Community-driven development is becoming increasingly important in urban planning. How do you think Stockholm can engage its residents to create spaces that reflect the city's unique culture and innovation?
Caroline S. – The City of Stockholm has strong ambitions when it comes to place development and place attraction as part of urban development. But urban development is a team effort. It is a co-creation between various players and individuals. The new Slussen, Slakthusområdet, Hagastaden, Marievik, and Norra Djurgårdstaden along with the entire harbor are examples of areas being developed into exciting neighborhoods for a new era where innovation, culture, and experiences nurture interactions between people.
In many existing areas, which are also being developed based on their unique identities – not least in the outer city but also in central Stockholm - there's a simmering creativity that has emerged from inspiring encounters among people driven by passions, interests, and new business opportunities.
In both of these development environments, there is a community-driven approach that fosters creativity, innovation, and sustainable development. It is different people and players who create these spaces together, each with their own roles, engagement, motivations, and contributions. All of us who live and work in the city are essential in helping it remain an open and inclusive city, whether we live here for a lifetime or just a short while. This is a foundation for creativity and innovation.
ASFB – Culture and creativity often play a significant role in a city's soul. What are your thoughts on the importance of culture for Stockholm, and how do you think the city can encourage these expressions to strengthen its identity as a creative capital?
Caroline S. – Culture and creativity are embedded in Stockholm's DNA. It's also a crucial part of our work to position Stockholm globally. The city has various projects and collaborations that support new cultural expressions and creative initiatives. A major part of the mission of Stockholm's business and destination agency, where I work, is to facilitate partnerships and initiate connections within the networks available to develop Stockholm's international standing. Together, we can achieve more than we could on our own. Together, we are Stockholm!
Therese is a sustainability and impact branding strategist who brings a unique focus on value-driven growth and meaningful change. As the founder of The Commitment Bureau, she has worked closely with lifestyle and fashion brands to integrate social and environmental values into their core strategies, making sustainability a natural part of their business identities.
Therese's previous CMO-roles at ATP Atelier and HOPE Sthlm highlights her deep expertise in guiding brands through sustainable transformation and her commitment to authentic storytelling that resonates with today's conscious consumers. With her on board, we look forward to exploring new ways to empower our members to connect purpose and impact with growth in a rapidly evolving market.
ASFB – Hi Therese and welcome to the board! How does it feel to be part of the ASFB board members?
Therese M. – Thank you, it feels fun and meaningful at the same time. Coming from the member brand side and understanding the complexity of the industry and now having the honor to support our mission to promote Swedish fashion's growth, is a big thing. My agenda is, as you can understand, that this growth should be as sustainable as possible!
ASFB – You've mentioned that the fashion industry's transition to sustainability is moving slowly. What concrete steps do you think fashion companies can take to accelerate this process while also adhering to the new directives coming into effect?
Therese M. – I'm afraid that fashion brands that's now are entering the stage of tackling their climate and social impacts will be overwhelmed with policies, regulations, endless reports and data gathering to the extent that progress of actually decarbonating their business comes secondary or fail totally. What is needed is commitment and action. First, sustainability must be in the core of existence, to leverage the business within the planetary boundaries. That's a commitment today, not a given. And second, it needs to be backed up by an action oriented game plan to successfully decarbonize and lower the company's impact.
With over 18 years of CEO experience in both local and international companies, Yvonne has a stellar track record in leading transformations, turnarounds, and digital growth. Her work across brands like Cervera has given her deep insight into how retail can evolve and thrive, even in challenging markets.
Now as the founder of ShiftRetail at Change for Momentum (CFM), Yvonne continues to drive sustainable growth strategies. We're excited to have her expertise in change management, business modeling, and customer focused development to help guide our members toward a dynamic and profitable future.
ASFB – Hi Yvonne and welcome to the board! How does it feel to be part of the ASFB board members?
Yvonne M. – I am very excited and honored by the trust placed in me. I believe that the ASFB plays a vital role with a clear vision to ensure that Swedish fashion brands have the best opportunities to compete globally. I look forward to contribute with my experience as a CEO across the fashion, interior, and design sectors. With a background in driving retail and brand businesses both locally and internationally, I am committed to supporting the success of our members.
ASFB – Could you share the values and insights you believe you can bring to ASFB's members, as well as a bit about your previous experience as a board member?
Yvonne M. – I look forward to contributing through the ASFB board and to our members with my experience in leading organizations through change, with a focus on developing and ensuring sustainable, profitable businesses. I have extensive experience in business development and driving digitalization, especially within online and omnichannel, both locally and internationally.
My background in retail and the consumer sector, covering the entire value chain, gives me a solid understanding of the operational consequences of strategic decisions and how to create the conditions for their implementation. My industry experience in retail includes various operating models, including physical retail, omnichannel, e-commerce, and department store operations, as well as the producer side. I have worked with several categories, such as fashion, interior design, luxury brands, and cosmetics, which I believe can be valuable for our members.
In my board assignments, I have contributed to profitable and sustainable growth by defining business models, market positions, and business strategies. I have implemented structural changes to increase efficiency and contributed to digitalization, both commercially and structurally. I have also established channel strategies locally and internationally, prepared companies for sale and acquisition, and led sustainability efforts to increase competence and understanding of new legislation as well as how to create business value.
We are happy to welcome the new members of the ASFB board and look forward to collaborating closely with them.
