Austrade media release
8 November 2005
Australian designers are turning up the heat in Sweden, one of the world’s leading design markets, where they are viewed as offering a fresh, individual and innovative approach.
Austrade’s Stockholm-based Business Development Manager, Kerstin Classon, said Australian fashion and design had made its presence felt in established style centres of the Northern Hemisphere in recent years, and this momentum was continuing in the discerning and progressive Scandinavian markets.
“To build on the emerging interest in Australian design, Austrade’s Stockholm office developed a new promotional program called Australian Style Vibes (www.australianstylevibes.se),” Ms Classon said.
“In September, we arranged, together with partners, the inaugural event to showcase a range of work by Australian designers to Swedish audiences.
“Design and fashion businesses which exhibited included Cloth, F!NK & Co, Funkis, Moya Delany, Mud Australia, Pierre and Charlotte, Spencer and Rutherford, Silken Tent, Zaishu, and Zentini.
“As a result of participating in this event, a number of the designers have received media coverage as well as interest from agents and stores, including confirmed orders for merchandise.”
As part of the ongoing Australian Style Vibes activities, six new-to-market labels are being showcased in DesignTorget stores in Stockholm, until the third week of November. The boutique retail chain specializes in unique, functional and innovative design.
Fashion label sass and bide will launch their range in Stockholm later this month, while several other labels, including Insight, One Teaspoon and Willow, will launch ranges in the Swedish capital during the autumn and spring seasons.
In Canberra this week, several of the Australian Style Vibes participants attended a luncheon in honour of the state visit by the King and Queen of Sweden hosted by Prime Minister John Howard.
As further evidence of the strength of interest in Australian design in Sweden, Australian Style Vibes has been invited to participate in FutureDesignDays (www.futuredesigndays.com), an international design conference and expo being held in Stockholm on 14 and 15 November.
Among the speakers at FutureDesignDays is Mark Armstrong from Australian-based BlueSky Creative – designers of the Sydney 2000 Olympic Torch.
Media Contact
Simon Kelly, Austrade (Sydney)
Tel: 0414 062 730
Kerstin Classon (Stockholm)
Tel: +46 8 5451 8002
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