afraid of windmills / i still think 1990 was 10 years ago

some found objects..


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'Stockholm fashion may not have the clout of Parisian haute couture or the glamor of Milan's upscale brands. but the city is turning its flair for sleek design into a major business export.
'Sweden is the only country that has created a unique fashion aesthetic that's recognisable around the world,' says Yvan Rodic, a fashion blogger and photographer based in London.

along with other fashion writers such as blogger 'Susie Bubble' and The Telegraph's Hilary Alexander, Rodic traveled to Stockholm to see the city's signature minimalistic designs gracing the runways during its Mercedes-Benz Fashion Week Stockholm, when major labels unveiled their new collections for the press. Stockholm Fashion Week, meanwhile, runs until February 12.

Rodic points to understated fabrics and discreetly chosen colors as reasons behind the devoted following local designers have built up in the last decade. Rodic, who runs the Facehunter blog - with over 58,000 followers on Twitter - says Sweden offers young, affordable and cool brands for those who aren't attracted to the fashion coming out of Paris and Milan. that fashion is seen as 'expensive, serious and pretentious,' he says.

H&M is one affordable Swedish brand which has contributed to the country's rising exports sales. but other labels, including Cheap Monday, Tiger of Sweden and Acne Studios are all making their mark on the global stage.

so what is the secret formula behind the popularity of Swedish fashion? Rodic, a regular attendee of Stockholm Fashion Week, says the country's blogging culture contributed to its global success.
'Sweden is a pioneering country when it comes to blogging,' he says. 'in the last decade, people from around the world have started looking at Swedish blogs for inspiration - mostly to enjoy the photos since they don't necessarily understand the language.'

readers have then been educated on the brands and how to create outfits without spending a fortune. 'i think this was a perfect match for the world of blogging since it promotes individuality and helped Sweden become a mini phenomenon in fashion,' Rodic says.
- Swedish Fashion Uncovered via CNN