Under the leadership of the Association of Swedish Fashion Brands (the ASFB), Stockholm Fashion Week (STHLMFW) has evolved into a fashion week designed for the industry, by the industry. Brands now own their own shows, presentations, and events, while the ASFB ensures that their efforts are amplified, structured, and strategically aligned with global opportunities. As an independent, industry-owned association, the ASFB provides a neutral and stabilising framework, coordinating the schedule and shaping the conditions for brands to reach the right audiences, cut through the noise, and build lasting international connections.
More than just a relaunch, this edition is akin to a complete rewrite. Over the past two years, the ASFB has transitioned from event production to industry strategy, working closely with its members to build a platform that serves them beyond the runway. Stockholm Fashion Week is no longer just a date on the calendar, it is a commitment to rebuilding Swedish fashion’s global presence, fostering real business opportunities, and ensuring that the industry moves forward as a collective force. Through structured membership dialogues, curated international engagement, and cross-sector collaborations, the ASFB ensures that Swedish brands have both the visibility and infrastructure to grow globally.
Stockholm Fashion Week has always brought in key industry figures, but this year the strategy is shaped by the brands themselves. The STHLMFW Hospitality Guest List is curated by the brands, with the Swedish Institute and Business Sweden enabling a program for international buyers, and Patriksson Group for press, making sure brands connect with the right people, not just to be seen, but to create real business opportunities and long-term international relationships.
Beyond the runway, Stockholm Fashion Week is also a platform for ideas and collaboration. Common Values United is producing Space by STHLMFW, re-introducing a space for exploration, creative expression, and industry dialogue that once featured the likes of Virgil Abloh. Studio Bon is providing archival-quality documentation of all runway presentations – ensuring that every brand leaves STHLMFW with high-quality assets to strengthen future conversations with partners and stakeholders. Stockholm Chamber of Commerce is facilitating engagement between public and private stakeholders, ensuring that the week serves as more than just an industry moment – it is an opportunity to shape the dialogue of Swedish fashion at home and abroad. The North Star Gala, hosted at Nordiska Kompaniet which is Swedens premiere luxury department store since 1902, will bring the leadership of Swedish fashion together to highlight its excellence, innovation and international relevance.
Stockholm Fashion Week is also embracing Swedish cultural capital, setting itself apart from other Scandinavian fashion weeks by leveraging the country’s broader creative industries (design, music, art, and film) making it not just a trade event, but a cultural moment with international impact.
Benjamin Dousa, Minister for Foreign Trade:
”We are proud to showcase Sweden's creative talents and groundbreaking designs to a global audience. Our fantastic brands combine great design with ever evolving sustainable efforts, and many of them are born global and leading the way in e-commerce. I look forward to welcoming future partners to our beautiful capital to experience the best of Scandinavian fashion and culture. Welcome to Sweden and Stockholm Fashion Week, we are open for business.”
John-Jamal Gille, the ASFB:
“Stockholm Fashion Week exists for the brands and the culture that exists here, not the other way around. We’ve stripped away unnecessary structures, giving full control back to those who make Swedish fashion what it is while at the same time making sure their work translates into real outcomes meaning visibility, business opportunities, and global relevance on their own terms.”
For the Swedish government, this backing is not just about supporting an event. It is a commitment to recognising fashion as an essential creative and economic force, aligning with Sweden’s national strategies for trade, innovation, and sustainability within its creative industries. Fashion is now positioned within Sweden’s broader economic and cultural agenda, ensuring that Swedish brands remain competitive on the international stage.
