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We sat in a darkened back row to watch a rehearsal and wound our way through fluorescent-lit hallways to stand on one of the establishment’s other stages, looking out into the red and gold maw of the empty theater. Then we got lost in the bowels of the building for what felt like a solid hour before finding our way back into the cold air. Even with the knowledge that press trips are engineered to curry editors’ favor, you’ll find that being allowed to lurk around a beautiful, infamous , chandelier-filled theater on a frigid near-winter night can engender some real romanticism toward a city. These tactics, they work. Emma Ohlson, the secretary general of the Association of Swedish Fashion Brands, describes the creation of Fashion Week Stockholm a little over a decade ago as a reaction against the disorganized way in which brands were holding catwalk shows around the city a centralizing effort. The Patriksson Communication agency and Bon magazine spearheaded the endeavor, and the Berns Hotel provided the venue. Today, the Berns ballroom remains one of Fashion Week Stockholm’s main spaces. Though the week is all about local talent, its vision has been international from the get-go. “Sweden is a small market for design-driven brands, so brands have a born global’ mindset and Fashion Week has followed suit,” Ohlson writes in an email. “From the start we have worked to attract international visitors and it gets better each season.” Is the work produced by local designers interesting and technically-sound enough to write about, or to shoot for an editorial? At the most recent Fashion Week Stockholm, 25 journalists were sponsored to attend, thanks to Scandinavian Airlines and the Berns Hotel.
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