NEW DATES SET FOR THE SUMMER WEEK
The next Mercedes-Benz Fashion week will be held between 16th and 18th August 2010. The summer week has previously been arranged in June, but following discussions with the Swedish Fashion Council, the organisations have agreed to hold the two fashion weeks at the same time.
Following consultation with the Swedish Fashion Council, Fashion Week by Berns has decided to hold its next event in a joint week, starting on 16th August 2010. The two events will, however, maintain their individual focus and target different groups. Fashion Week by Berns’ primary objective is still to serve as an arena for Swedish brands ready for export.
"We believe that fewer dates will make for clearer communication to interested parties, such as the international media and purchasers, and thereby further strengthen the Swedish fashion industry. At the same time, we must stress that our weeks do have different objectives and are aimed towards different target groups" explains Yvonne Sörensen Björud, Chairman of the Advisory Board for Fashion Week by Berns and MD of Berns Salonger.
The most recent Fashion Week, which was opened by County Commissioner, Mrs. Filippa Reinfeldt, was held between 1st and 3rd February. The week attracted media representatives and purchasers from all corners of the world, and drew fantastic support from the leading Swedish fashion brands. Brands that attended the week included Whyred, Acne, Filippa K, Carin Wester, Cheap Monday, Diana Orving, Dagmar, Hope, Minimarket, Stylein, The Local Firm, Dr Denim, Camilla Norrback, Ewa i Walla, Vita, Odeur, Lovisa Burfitt and Helena Quist.
In addition to the packed press programme, the week also offered activities for end consumers. Several stores remained open after normal closing hours on Fashion Night, and the newly-founded, independent Association of Swedish Fashion Brands organised Fashion Talks – a new initiative that was arranged this season in collaboration with the Antonia Ax:son Johnson Foundation for Sustainable Development – on the theme of "Sustainable Fashion Talks: Onwards and Upwards".
Plans are also in progress to coordinate the 2011 winter fashion weeks in Week 5, which has always been the official week for Fashion Week.
For further information, please contact:
Yvonne Sörensen Björud, MD Berns Salonger, yvonne.Sorensen@berns.se
Release date: 2010-03-17
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