Stockholm Fashion Week 2019, due to take place at the end of August, has recently been announced as cancelled by The Swedish Fashion Council, the heartbreaking decision came as a blow to the face to many Swedish designers expecting to display their designs. The Swedish Fashion Council chose this as their main tactic to combat and address the environmental concerns surrounding the event. They hope to inspire other cities and create a domino effect.

“Stepping away from the conventional fashion week model has been a difficult, but much considered, decision. We need to put the past to rest and to stimulate the development of a platform that is relevant for today’s fashion industry…the Swedish fashion industry is extensive and growing, so it is crucial to support brands in their development of next-generation fashion experiences.”

“By doing this we can adapt to new demands, reach sustainability goals and be able to set new standards for fashion.”

- Jennie Rosén, CEO of the Swedish Fashion Council

This seems like a drastic but also very thoughtful and potentially impactful decision to make, it also proves how Sweden is not only raising awareness but also constantly pioneering in environmentally conscious decision-making. But could this perhaps be too good to be true?

Philip Warkander, who is a PhD in fashion science and a critic at the Swedish newspaper Expressen's cultural department, argues that this could be a mere publicity stunt to hide their lack of funding for the bi-annual event by disguising it as CSR. It is no secret that Fashion Week Stockholm has had issues with funding and that the production company that arranges the Fashion Week went bankrupt.

Maybe Swedish Fashion Week just can’t manage the heavy competition it’s getting from Copenhagen Fashion Week, a firm contender for the top Scandinavian spot. The possibility of Copenhagen following the Swedish footsteps is very minimal, not because the Danish fashion industry is any more or less environmental friendly, but due to the fact that this would serve as a great loss for the opportunities that Copenhagen noticeably has to become one of the major fashion capitals. And as we all know, money usually(always) comes first.

The Swedish Fashion Council will reveal the new approach for Stockholm Fashion Week later on this year, alongside this, the council will also launch a Fashion Talents incubator programme, to assist brands in developing their sustainable qualifications.

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