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”We will focus on the projects that best unify, support and promote Swedish fashion in Sweden and abroad”
We speak to the new Secretary General of Association of Swedish Fashion Brands, Catharina Midby, about the future of Fashion Week in Stockholm — and for Swedish fashion overall.
Midby has worked in fashion for decades as a fashion editor, PR, trend-coordinator and sustainability manager, most recently at H&M in UK and Ireland. She’s now the new head of Association of Swedish Fashion Brands (ASFB).
— I am very happy about my new job! This role kind of brings it all together and it is a great time to come back to Swedish fashion when the industry is changing so completely and rapidly with many new opportunities, she says.
What will you do?
— First of all we will meet with the Swedish fashion brands — ASFB’s members — to see how we can work together, what they want and need from us. Then we will focus on the projects that best unify, support and promote Swedish fashion in Sweden and abroad.
ASFB used to be the organizers of Fashion Week in Stockholm. After the cancelling of the last edition, will we see a new one in Stockholm in January/February? And what are the plans for the fashion week the coming seasons?
— I don’t think beginning of the year is a realistic plan. Organizing a fashion week needs more time and resources to guarantee the kind of quality we aim for. But to be honest, we don’t know exactly what and how we will work with fashion week yet, only that we will do it and there will be some sort of fashion week for the following season.
What other special projects will you work with?
— We want to continue and strengthen our relations with international partners to expand Swedish fashion further, which will of course also benefit Swedish fashion in Sweden.
What will be the most important thing for the Swedish fashion industry onwards in order to continue to grow?
— I think it’s important to work together as a group. We are always stronger together and Scandinavia is small although we have a lot of influence in the fashion world, says Midby, adding,
— We have a unique positioning within sustainability and technology within the Swedish fashion industry that we are extremely proud of and want to integrate even more within our programme and members’ agendas.Fashion Week in StockholmCatharina MidbyASFBStockholm Fashion Week