A Swedish fashion image from 1943. The long trench coat and hat provide protection from the outside climate, while still offering an aesthetic quality.
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Sweden is home to a number of influential fashion brands with large international spread, ranging from more high-end contemporaries such as Acne Studios, J.Lindeberg, and Filippa K, as well as the global retail company H&M and its subsidiary brands like COS and & Other Stories. Sweden's capital, Stockholm, is the host of the country's biannual fashion week.[1]
Swedish fashion embraces usefulness as it is the attitude surrounding most consumer products throughout Northern Europe. Clothing is made to be practical and purposeful. This is largely due to the country's long history of harsh climatic conditions and its strong Lutheran background. For instance, one of the most known Swedish brands oriented towards outdoor and functional clothing is Fjällräven, which notably in the early to mid 2010s saw worldwide streetwear success for its signature Kånken backpack.[2]
Simplicity is also a common theme among the lines of Swedish fashion designers, meaning clothes tend to be more neutral toned with less intricate details. Clothes are not necessarily designed for the individual to stand out. There is a strong cultural influence that plays a role in this.[3]
^"Discover Swedish fashion - Visit Stockholm - The official guide". www.visitstockholm.com. Retrieved 2015-11-30.
^"Fjällräven Kånken backpack: Too cool for school". British GQ. 2012-10-02. Retrieved 2022-05-29.
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