When Selam Fezzahaye debuted at Stockholm Fashion Week summer/spring 2019 it was said that she shook the Swedish fashion industry to its core.
There’s a few obvious “why’s” to why her brand has made such a major impact on the Swedish Fashion industry. The first being her cast with a majority of the models being of color. Which isn’t only a welcome break to the northern fashion scene that’s usually drenched in white minimalism, but also it adds a depth and authenticity that allows Fezzahaye to create vivid and moving stories about her heritage.
The second being her re-invention and play with proportions. The third being her understanding and use of pattern and materials, which is more than ever visible in this last AW19 collection. A collection that showed a much more of a raw, romantic edge than last season. And the last – but most relieving “why” – this is where the “Swedish” minimalism finally comes to die.Selam Fessahaye