Fashion buyers descending on London this month will be able to see the biggest variety of Scandinavian womenswear labels ever showcased in the capital. A special exhibition during London Fashion Week will present both established and up-and-coming designers from Denmark, Norway and Sweden while Scoop International will also spotlight a range of the countries’ brands.
Organisers of Fashion Scandinavia at Somerset House (15-19 February)– which include the Danish Embassy, Norwegian Fashion Institute and Business Sweden – promise the exhibition will take a fresh look at the region’s fashion with an engaging line- up of more than 40 collections.
Key labels include Denmark’s By Malene Birger and Becksondergaard, Norway’s Haaning and Htoon as well as Sweden’s Dagmer while visitors will also be introduced to some less well-known names.
The exhibition has been styled and curated by Danish fashion stylist Dorothea Gundtoft, who will be launching her new book Fashion Scandinavia: Contemporary Cool as part of the event. She says: “The book and exhibition heralds a new movement in fashion – the arrival of Scandinavian designers onto the world scene. With attention to detail and high quality of materials so iconic in Scandinavian design, this will be the first and largest exhibition and showroom space at an international Fashion Week yet. It’s a very exciting moment!”
As well as the main exhibition, there will be a curated section focusing on up-and-coming design talent. As part of the International Fashion Showcase organised by the British Fashion Council, attendees will be able to see the latest collections from four emerging talents from each country.
Meanwhile, following on from last season’s Belgian spectacular,this month’s Scoop exhibition at the Saatchi Gallery will also spotlight a clutch of Scandinavian brands. Buyers will be able to see pieces from a wide variety of labels including Swedish embroidery specialist Odd Molly, contemporary knitwear by Hunky Dory, stylish daywear from Twist and Tango as well as the latest collection by controversial designer Back by Ann-Sofie Back. Meanwhile, Becksandergaard will also be showing its AW12 accessories alongside clothing by Style Butler and footwear by Ilse Jacobsen.
And for buyers that want to experience even more of what Scandinavia has to offer, Fashion Scandinavia will be hosting a special lounge area serving regional drinks while Scoop will be serving cinnamon buns and coffee from the West End’s Nordic Bakery.