Swedish Style Mumbai brings Scandinavian fashion to India
The Consulate General of Sweden in Mumbai is holding Swedish Style Mumbai to showcase Sweden’s creative industries in India and will bring a number of Swedish fashion brands to the city from June 4 to 5.
Swedish Style Mumbai has partnered with the country’s best known high-street brand H&M for the cultural event that will shine a light on Swedish fashion for an Indian audience. Other participating Swedish fashion brands are the minimalistic womenswear and accessories brand Toteme and conceptual designer and stylist Selam Fessahaye.
The Swedish Institute is also a partner in the two-day event and will showcase its contribution to the Swedish strategic innovation programme BioInnovation. The institute created a knitted dress 100 percent made from paper from Swedish forests and produced by Smart Textiles at the University of Borås in collaboration with a number of Swedish companies within the project Design for Recycling.
“There is more to Swedish style than the cool contemporary minimalism it is known for,” the Consul General of Sweden to Mumbai, Ulrika Sundberg, told Vogue India about the ethos behind the event.
“Swedish design and creativity is driven by equality. That is why we design for the many and not just the privileged few. This philosophy influences everything, from the way we shape our society through architecture and city planning, all the way down to the way we dress, and the objects we surround ourselves with.”
Swedish Style Mumbai will take place at Famous Studios in Mumbai and will also feature food, music, and film. A number of collaborations with Indian and Swedish industry professionals are also planned for the event.
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