Stockholm is proud of its status as the fashion capital of Scandinavia. Things haven’t always been that way.
The trend started in the late 1980s, with the success story of designer Anna Holtblad. A few years later, Filippa K and Nygårds Anna came along and helped establish Stockholm as a fashion capital. All three of these designers create garments with clean, natural lines and a minimalist element, and this has become the trademark of Swedish design. Today, Stockholm offers a wide selection of local design, encompassing everything from the bohemian elegance of Carin Rodebjer to street fashion from Whyred and tailored styles from Acne. Naturally, fashion giant H&M has helped to put Swedish fashion in the limelight. Stockholm also offers some of the biggest international brands.