S/S/A/W

December 10, 2010

It started as a final project project for graduate students in the graphic design program of Berghs School Of Communication in Stockholm. Now on its third issue Sweden’s first collection magazine S/S/A/W attracts the attention of photographer Mario Testino and fashion guru Stephen Gan of Visionary and V Magazine.
“Jakob (Hedberg, founder) met Mario at work for Stephen at Visionary in New York. They were doing a Swedish shoot and casting a lot of Scandinavian models. Jakob is a former model too, so Mario wanted to shoot him. It was love at first sight! Mario has contributed with a lot of good advice and help says” Isabelle Lundh, fashion/managing editor.

Lundh coordinates and produces the magazine with Jakob Hedberg (editor-in-chief and creative director) and Texas Olsson (booking/production editor) who all met during their studies. The magazine gathers a number of Swedish fashion collections, the countries top stylists and photographers in one place. Editorials, fashion features and photography are beautifully captured in one of Sweden’s most creative and new fashion publications.

“Our editorials are based on what we want right now. I develop the 3–4 editorials we have in each issue together with Texas and Jakob. It’s so much fun, we’re working on the next issue right now. It feels amazing” says Isabelle Lundh.

Which spring collection is your personal favorite?
“Rick Owens. Among the Swedish I think Ann – Sofie Back made her best commercial collection. Ann-Sofie Back Atelje was amazing as well.”

Which international role do you see for Swedish fashion now and in the future?
“Swedish fashion is like Swedes in general – pretty mainstream and not very protruding. But our little country “lagom” (can be translated as good enough, editors note) suffers from a touch of megalomania, which it’s riding on right now, especially when it comes to the more wearable clothes. I think Swedish fashion will be big when it comes to commercial, wearable fashion for many years to come. H&M does a lot for Swedish fashion, but I’m hoping for some new dynamic brands that dare take the lead. I would wish for all Swedish brands to take a leap from safety and dare to be more unique. Now it feels like everyone is looking through the same trend books. They should rip the pages out, burn them, gather their luggage and leave for Paris together. If you want to move forward you have to shake the walls. I think there are those who’ll change the frame for Swedish fashion and I think I know who they are.”

Pick up your copy of S/S/A/W at the following locations or order it online at www.stockholmssaw.se or www.papercutshop.se.

Hamburg:
Sautter & Lackmann, Admiralitätstrasse 71-72
Kyoto:
Media Shop, Vox Bldg.
Keibunsha Bookshop
Lier:
Boekhandel Van In, Rechtestraat10
Lisbon:
Rbmdc Livros Earte, Tv. Carvalho25
Los Angeles:
International Fashion Pub, California Market Center, 110 East 9th Street.
Maastricht:
BGN Distributie, Dominikanerkerkstraat1
Milan:
Frip, C.SoDiPortaTicinese 16
New York:
Visionaire Gallery, 11 Mercer Street
Moma
Osaka:
Shimada & Co.
Sao Paulo:
Livraria Freebook, RuaDaConsolação 1924
Singapore:
Bsheergraphic Books, 231 BainStreet
Tokyo:
Libro/Books Logos
Hachinoki Co Ltd
United Publishers Services Limited
Shelf (Colors, Inc)

Here’s a video of SS AW premiere issue release for S S A W 2009

STOCKHOLM S/S/A/W from Jakob Hedberg on Vimeo.

By Katarina Matsson

Published by: The Swede Beat