Fashion Week Stockholm started today with several new sponsors and visitors from Egypt. Many nice brands have their headquarters in Sweden – and some of them participate at the fashion week that started today. Most prominent brands are showing their wares at Berns located in the center of Stockholm.
One such brand is Björn Borg. Björn Borg branched out over the years from making underwear to creating also stunning sports wear. Björn Borg will have a show this evening called Training for March. The local newspaper Metro spoke to their head of design James Lee. He told them that many of their customers want to wear sports clothes that give them
an individualistic style.
And, Björn Borg like to show such items to a larger crowd here in their home city Stockholm. Other brands that are also going to put their models on stage are Whyred, J. Lindeberg and Carin Wester, to name a few of the participants of the 30 shows.
And yes, I should’t forget to metion that Cheap Monday, a brand owned by the larger company H&M, are also among the participants.
The Swedish foreign ministy invited some participants from Egypt to come. The organizer of that trip is the Embassy of Sweden in Cairo. It is part of an initiative to strengthen a Swedish-Egyptian collaboration in the field of fashion and innovation.
The MSA Univserity in Egypt held a workshop for fashion students last October. Egyptian fashion student Hesham Abdallah is one of the people who have been invited to Stockholm. Another is fashion journalist Riham Mazen