Stockholm Fashion District starts next season with physical meetings and a stronger digital layer!

August 2020 means a new start for Fashion Week Trade at Stockholm Fashion District when the coming season is presented. This time with an even stronger digital layer on all of the business hub and program. At Stockholm Fashion District, brands and buyers meet to handle their business and plan for a new season, network, exchange experiences and listen to developing seminars.

Spring/Summer 2021 is strongly characterized by Covid-19 and its effects, but to meet is vital and feels more important than ever. Therefore, Stockholm Fashion District is continuously working to adapt to the new conditions and will be open for meetings both physically and digitally, but also to deepen and develop the use of digital sales channels together with exhibitors and buyers as a complement to physical meetings.

“Covid-19 has created an unpredictable situation that affects us all. The Stockholm Fashion District is already in a process for digitalization implemented with support from Tillväxtverket and have accelerated that work to give our exhibitors and visitors the opportunity to visit us digitally both for sales meetings and seminars. Despite all the challenges, it is exciting to see that the industry is moving forward fast.” says Helena Waker, CEO, Trade Partners Sweden/Stockholm Fashion District, in a comment.

With this season’s theme, Stockholm Fashion District continues to explore the future of retail and how the role of buyers and store personnel is changing. The display window display becomes more central to the physical stores as well. Store personnel and buyers are the important link to inspire the consumer to create a curated wardrobe of beloved garments, bags, shoes and accessories with a mix of new, vintage and re:design and the necessary base garments. This season’s theme is manifested through an image to illustrates just that developed by the stylist and fashion manager at Plaza Magazine, Robert Nordberg.

“Troubled times often mean a more conservative fashion image. The suit is just as important for women as it is for men – an androgynous HEN garment that can be worn both for party and everyday life. A classic with endless possible combinations only limited by the person wearing it.” says Robert Nordberg.

Seminars and a full program will be presented closer to date and will be offered digitally for the first time.

Stockholm Fashion District is large to the surface and offers plenty of space for social distance for our visitors. Here, everyone can meet and manage their buying and planning for a new season in accordance with the directive of the Public Health Authority and we have prepared district for our visitors to feel safe. Together, we have a shared responsibility to limit the spread of infection and Stockholm Fashion District is following the directive of the Public Health Authority carefully and we are continuously updated with the latest directives.


Gunilla Grübb, Head of Public Relations, Stockholm Fashion District +46 70 209 30 57,

Janike Eleby, Head of Communication, Stockholm Fashion District +46 70 307 85 59,

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