Swedish Fashion Now

–Paris Edition


Swedish Fashion Now – Paris Edition is a global brand platform launching during Paris Fashion Week S/S2018 at the Institut suédois in Marais, showcasing some of Sweden's most progressive brands. Swedish Fashion Now aims to promote and reinforce the Swedish fashion design creativity and aesthetics to a global audience. The showcase welcomes editors, stylists, influencers, tastemakers and buyers to experience the S/S2018 collections of some of Sweden’s designers and brands.

The showcase opens with an evening event Wednesday 27th September, alongside the release of the A/W 2017 issue of Bon Magazine, in the garden of the Institut suédois. The evening continues at neighboring La Perle. 

Swedish Fashion Now opens Thursday 28th September 10h00 until 18h30 each day until Sunday 1st October. The showcase will also host a daily after work, from 18h00 until 20h00 in the relaxing garden of the Institut suédois.



Institut suédois / Swedish Institute 

10 rue Elzévir, 75003, Paris

Entrance through the garden



ATP Atelier

ATP Atelier shoes and leather goods bring together genuine Italian craftsmanship with a Scandinavian sense of contemporary design. All items are made in Italy, by local craftsmen that work under sustainable conditions and fair wages. All products are handmade with tremendous love and a passion for details, using the finest Tuscan leather, mostly vegetable tanned. The result is effortlessly elegant shoes and leather goods that will age beautifully over time.

ATP Atelier – All Tomorrow’s Parties, was founded in 2011 by Jonas Clason and Maj-La Pizzelli. Good old friends, each recognizing in the other a passion for style rather than fashion. The brand has since then seen a remarkable growth. ATP Atelier is represented by carefully selected retailers worldwide, such as Net-a-Porter, The Line in the US and Browns Fashion in the UK.

Press contact: carin@atpatelier.com

Sales contact: maj-la@atpatelier.com

Website: atpatelier.com



Ann-Sofie Back is known for her somewhat unusual sources of inspiration from celebrity obsession to porn or more recently her shame of Sweden. The style is rooted in Scandinavian aesthetics; it’s often androgynous and breaking the restraints of a nation steeped in tradition. Ann-Sofie has always had one foot in the art world with exhibitions and conceptual designs and the other foot firmly in commerce with her more reasonably priced merch collection including logo and slogan printed t-shirts, caps, hats, bags and even condoms! Her position as a designer is unique and she successfully balances art and commerce. 

BACK was founded in 2005, by designer Ann-Sofie Back. In 2009 the designer teamed up with business partner Jennie Rosén and relocated to Stockholm from London. Today BACK has ca. 100 stockists worldwide, ranging from large commercial department stores to independent leading boutiques such as Opening Ceremony in New York, Los Angeles and Tokyo.

Press contact: jennie@annsofieback.com

Sales contact: jennie@annsofieback.com

Website: annsofieback.com


Cornelia Webb

Former medical student and self taught jewellery designer Cornelia Webb has a fascination for the human anatomy and has found the body to be her canvas of choice, sketching designs directly onto her skin. Since designing her first chain dress in 2006, Cornelia has been driven by the thought of literally dressing the whole body in jewellery. Cornelia Webb emphasizes craftsmanship, timelessness and environmental consciousness in her work. Cornelia chooses to reinvent design rather than constantly produce new items. She was in 2012 awarded with the prestigious Best Accessory Designer Award by ELLE Sweden.

With her sculptural avant-garde garments and accessories Cornelia has gained widespread popularity amongst stylists and international publications and as well as attention from stores such as L’Eclaireur, Lane Crawford and Joyce.

Press contact: cornelia@corneliawebb.com

Sales contact: thanh@corneliawebb.com

Website: corneliawebb.com


Diana Orving

Swedish designer and artist Diana Orving has a multi-faceted style characterized by an organic feel and movement through layers and volume. Diana explores and works with her unique draping techniques, using varied methods to create transformative silhouettes. Through commissions and collaborations with the likes of the Royal Opera, Diana is also the creator of sculptural showpieces, installations and costume providing a channel for uncompromised crafting and research in an expanded field of fashion and textile.

Diana Orving has presented collections at fashion shows and exhibitions in Sweden and internationally since spring 2007. Diana Orving was awarded Designer of the year by Swedish ELLE Magazine in 2017.

Press contact: info@dianaorving.com

Sales contact: ulrika@jus.se

Website: dianaorving.com


House of Dagmar

House of Dagmar is a Swedish fashion brand created by three sisters - Karin Söderlind, Kristina Tjäder and Sofia Wallenstam. The brand is named after the sisters’ late grandmother Dagmar, herself a tailor and great source of inspiration. The brand is sophisticated and architectural characterised by stylised natural forms, geometrical shapes and utilitarian design. Knitwear is the signature product of House of Dagmar and forms the core of each collection.

Since the launch of House of Dagmar in the Spring of 2005, it’s unconventional and sophisticated style has been widely recognised by the fashion industry, as well as the press throughout Europe, United States and Asia, receiving several prestigious design awards for its’ achievements.

Press contact: lois@houseofdagmar.se

Sales contact: trine@houseofdagmar.se

Website: houseofdagmar.com



HOPE is a Swedish fashion label that creates contemporary, high-quality fashion, aimed to inspire and emphasize individual style. Passionate about diversity, creativity and self-expression, for HOPE style comes before gender, encouraging customers to explore the brand’s full assortment. With this in mind, Hope recently introduced a new sizing system, labelling all clothes with both men’s and women’s sizes.

HOPE was founded in 2001, by designers Ann Ringstrand and Stefan Söderberg. The first woman collection was launched in Autumn 2002 and in 2005 a collection for men was added to the concept. Frida Bard joined HOPE in 2017 as head of design, after 13 years at Acne Studios. The HOPE Collection is sold by over 260 exclusive retailers on 23 markets and in 7 HOPE Shop in Shops.

Press contact: lisa.nordlund@hopestockholm.com

Sales contact: dennis.persson@hopestockholm.com

Website: hope-sthlm.com

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Little Liffner

Little Liffner, founded and designed by Paulina Liffner, is a Stockholm based accessories brand that has quietly built a loyal following since its launch in 2012. Paulina has an editorial background and has spent many years in fashion branding and communication, working with top international brands as well as some of the sharpest Scandinavian designers. Little Liffner is the go to brand for refined handbags with clean designs, street-smart appeal, offering accessible luxury with a playful twist.

Little Liffner was awarded Accessory Designer of the year 2015 by ELLE Sweden and was nominated for the prestigious Swedish award Guldknappen 2016. Key stockists include: Net-a-Porter, Luisaviaroma, Opening Ceremony, Galleries Lafayette, NK Sweden, Tomorrowland Japan, Intermix, Assembly and Need Supply.

Press contact: paulina@littleliffner.com

Sales contact: paulina@littleliffner.com

Website: littleliffner.com


Sun Buddies

Sun Buddies is a premium eyewear line from Sweden based fashion brand and retailer Très Bien. The collections are inspired by the culture around Très Bien, from growing up in the 90s to today with references to artists, footballers, fashion designers and other creative people. The original frame takes inspiration from the sunglasses worn by actress Bibi Andersson in Ingmar Bergman’s 1966 film, Persona. Collaborations with designers, photographers, and friends are essential and the name ‘Sun Buddies’ is a homage to these friends and creatives.

Sun Buddies can be found in top fashion stores worldwide including Dover Street Market, Liberty, Opening Ceremony, Voo and United Arrows.

Press contact: simon@tres-bien.com

Sales contact: simon@tres-bien.com

 Website: tres-bien.com                                                                      



Wed 27.09

19.00 — 22.00

Swedish Fashion Now x BON       opening party

22.30 — 02.00

La Perle after party 


Sat 30.09

10.00 — 18.00

Showroom is open for press   and buyers

Thurs 28.09

10.00 — 18.00

Showroom is open for press   and buyers

19.00 —20.00

Mingel in the garden


Sun 01.10

10.00 — 17.00

Showroom is open for press and buyers and the general public

Fri 29.09

10.00 — 18.00

Showroom is open for press   and buyers

19.00 — 20.00

Mingel in the garden



Opening Party

19.00 Wed 27.09

Swedish Fashion Now will open with an event on Wednesday 27th September in the garden of the Institut suédois alongside the release of the A/W 2017 issue of Bon Magazine. The evening will celebrate Swedish fashion design with an exclusive performance by designer Diana Orving, the VR installation - Virtual Project by HAAL and a presentation by selected current and alumni students of Beckmans College of Design, to the sounds of DJ Sundae (Idle Press), Chris M (Music for Tourist) and Nils Schèle (Junior Exceutive), in the presence of participating designers; ATP Atelier, BACK, Cornelia Webb, Diana Orving, HOPE, House of Dagmar, Little Liffner and Sun Buddies by Très Bien.

The night continues at neighboring La Perle at 78 Rue Vielle du Temple.

By invitation only.

Initiated by


Swedish Design Moves

Swedish Fashion Now is initiated by Association of Swedish Fashion Brands in collaboration with Visit Sweden and the Institut suédois in Paris. The brand platform is supported by Swedish Design Moves, a four year program aimed to increase the international awareness of Swedish design, commissioned by the Swedish Government. The program is led by Visit Sweden in collaboration with Architects Sweden, Association of Swedish Fashion Brands, The Swedish Federation of Wood and Furniture (TMF), and Svensk Form.

Swedish Design Moves was launched in February 2017 during Design Week in Stockholm, followed by an initiative during Milan Design Week. In Paris the focus is on fashion and architecture with many events housed at the Institut suédois. Swedish Design Moves will also be making its mark at the London Design Fair and at Archtober in New York.

For more information: www.swedishdesignmoves.com



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Partners and sponsors


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Main Contacts

Magnus Wiberg, Swedish Fashion Now & Association of Swedish Fashion Brands


+46 (0) 70 265 88 16

Emma Ohlson, Association of                      Swedish Fashion Brands


 +46 (0) 70 752 49 58



Institut Suédois Paris

Maud Jäderholm, Institut Suédois


+33 (0) 6 63 36 04 98




Press Contacts

Caroline Blumenthal,                                   Patriksson Communication


+46 (0) 70 789 82 67

Aurélien Grosjean,                                       Patriksson Communication


+33 (0) 6 81 93 88 27




Linda Williams, Visit Sweden


+33 (0) 1 42 78 02 57