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picture News March, 8 2021
image: A 20-year perspective on Swedish fashion A 20-year perspective on Swedish fashion - The Swedish fashion industry has experienced a tremendous development during the last 20 years. Today, 60% of Sweden’s fashion production goes to export markets, said Claes and Christina Britton at last week’s fashion event arranged by the Swedish Embassy and the Estonian Museum of Applied Art and Design, in collaboration with SCCE, Business Sweden and the Nordic Council of Ministers’ Office in Tallinn.

- Based on core values like quality, practical and fresh design for everyday wearing, ethical and environmental friendly materials and production techniques, it seems like the Swedish fashion industry is joining the success stories of Swedish music, brands, design and gourmet food on the international marketplaces, continued Claes and Christina, founders of Stockholm New magazine and the BrittonBritton branding agency.

- Previously, Swedish fashion talents used to move abroad to get established in the industry, but today it is the other way around. They remain in Sweden and form creative communities which not only include fashion designers but also professionals like photographers and stylists. Additionally, trend setting fashion magazines are now produced in Sweden for the international and domestic markets. And, not to forget, we have excellent schools for our talents. Beckmans College of Design, and Konstfack – the university college of arts, crafts and design, are two examples.

- There are talents in Estonia as well. Finding them and matching them with Swedish talents would create even stronger winning teams for a continued successful development on the international fashion market, added Sweden’s Ambassador to Estonia, Anders Ljunggren.

On behalf of the SCCE Council, I would like to thank Claes and Christina Britton, the Swedish Embassy, the Estonian Museum of Applied Art and Design, Business Sweden and the Nordic Council of Ministers’ Office in Tallinn for a good collaboration in creating a very interesting and inspiring event.


Kristiina Sikk
SCCE Ombudsman

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· Swedish Fashion

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