When the sun came at Stockholm Fashion Week—now known as STHLMFW—it felt like a metaphor, as the event had been on hold for so long. For the first time ever, the Swedish government helped support the city’s shows. “Our creative companies are not only powerful export engines, they’re also important bearers and ambassadors of Swedish ideas, knowledge, and culture,” said Benjamin Dousa, Minister for International Development Cooperation and Foreign Trade.

STHLMFW was organized by the ASFB (Association of Swedish Fashion Brands), and the idea was to turn a spotlight on newer businesses, the majority of which were founded between 2020 and 2023. Most of the labels on the roster had never put on a show before (or in the case of Deadwood, never put one on in their hometown). These debuts drew eag

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