Wednesday, 11 September 2013


Business Sweden and The Embassy of Sweden have partnered up with Make Lemonade agency and Varg PR to initiate a new project for London Fashion Week, showcasing a collective of Swedish fashion designers. The project, named Re present Swedish Fashion collective & Showroom, will launch during London Fashion Week in September.

The three day exhibition and showroom showcasing each designer’s SS14 collections in central London, will be open for sales and press appointments during the 15th-17th September. There will also be an opportunity for members of the general public to visit the showroom, more details to be revealed closer to the launch date.

The aim with the initiative is to raise brand awareness for each member of the collective internationally and within the UK, as well as enable each designer to independently establish new connections and a network that will help build long term relationships with buyers relevant to their brand.

The showroom will be situated in the beautiful Institute of Contemporary Arts, London, well known for its forefront of cultural experimentation since its formation in 1946 and presentation of important debut solo shows by artists including Damien Hirst, Juergen Teller and Hannah Sawtell.

Participating brands include: 

ALTEWAISAOME is combining the minimalistic traditional Scandiavian design with the detailed craftsmanship from other parts of Europe. With founders Natalia Altewai and Randa Saome having studied and worked in Italy, they have succeeded in combining the best of both worlds and have already received several prestigious awards since their launch in 2009.

BACK by Ann-Sofie Back is the diffusion line to the high end collection Ann-Sofie Back Atelje, aimed at intelligent, style conscious women. Ann-Sofie Back is one of Sweden’s original bad-boys when it comes to breaking the conventions of fashion. In 2009, she moved back to Stockholm after 12 years in London and combines the work on her two lines with her role as Creative Director at the Cheap Monday denim label.

CARIN WESTER was created in 2003 and quickly became noticed by high  profiled stores because of its androgynous shapes and urban, playful expressions. Today, the collection defends the philosophy of a modern elegance to dress women with sharpness and attitude.

CORNELIA WEBB explores the landscape of our bodies with a Scandinavian sense of aesthetic. Since launching in 2005, the jewellery brand has established itself on the international luxury market creating seductive garments and accessories celebrating the organic elements and the human physique. Cornelia Webb’s on-going enviro-conscious concepts embrace repurposed metals and unique findings from the seaside.

DAGMAR was launched by three sisters in 2005 and its unconventional and sophisticated style has been widely recognized by the  fashion industry throughout Europe, United States and Asia. The brand has received several awards and secured prestigious retailers such as Net-a-porter and Harrods.

Beyonce in DAGMAR AW13 (Photo courtesy of @representshowroom)

MARIA NILSDOTTER graduated from Central Saints Martins in 2007, and  creates wearable art with a playful touch. Her jewellery is characterized by symbolic figures, unexpected twists and thought provoking contrasts.

MASKA is a knitwear label focusing on precious, soft and lustrous materials, dedicated to creating timeless knitwear where yarn and design come together in perfect harmony.

MINIMARKET will be showing RTW as well as their successful shoe range, both available at stockists worldwide – including Europe, US and Asia.

PALMGRENS is a heritage brand founded in 1896. Originally a saddler, the brand has during the years developed into a timeless and most high quality leather brand in Sweden. Collaborations include partnerships with other Re present participants Dagmar and Maria Nilsdotter.

RODEBJER is a progressive international fashion brand offering effortless elegance for all occasions. Creative director Carin Rodebjer, now living in NY, founded the brand in 1999, with a passion for distinct silhouettes and  the  feel, weight and drape of the  fabric.

STYLEIN launched 2001 in New York, while founder Elin Nyström was studying at F.I.T. The brand finds inspiration in the energies of life, and combines femininity and contemporary edge, which gives  the collections a unique and  simplistic expression.


The Institution  of Contemporary Arts

The Nash and  Brandon Rooms, 12 Carlton  House  Terrace, SW1Y 5AH
Dates: 15-17th September 2013
Opening hours: 10am  – 8pm

Twitter #representLFW / Instagram  

For further information:


Tove Westling  - 0207 323 2115


Emete Yarici - 07525194129


Sara Karte - Business  Sweden – 020 7616 4070


Business Sweden is a merger between the Swedish Trade Council and Invest Sweden, which strengthen and promote Sweden as an attractive, innovative and competitive business partner. With around 500 employees in 57 countries and in every region in Sweden, Business Sweden facilitate for Swedish companies to grow internationally and for foreign companies to invest in Sweden. Business Sweden is owned by the Swedish government and the industry. The shared ownership provides access to contacts and networks at all levels.


The Embassy of Sweden in London represents Sweden, the Swedish government and promotes Swedish interests in the UK.


Make Lemonade Agency was founded in August 2012, with the desire to redefine the usual constraints and traditions of the fashion industry. MLA builds long lasting relationships between its brands and retailers as well as working with each of their designers to tailor a bespoke strategy and approach to the UK market. The agency currently represents ALTEWAISAOME, Carin Wester and Maska Knitwear.


Identifying a gap in the market for successful representation of Scandinavian labels, Varg has  focused on growing the best brands out  of Sweden and  Denmark since 2008. Varg PR offers a mix of traditional PR with bespoke brand building solutions for fashion and lifestyle brands, working closely with their clients to build and expand their presence and visibility through a personal and straightforward approach. Varg represents brands such as BACK by Ann-Sofie Back, Dagmar, DAY Birger et Mikkelsen, Filippa K and Swedish Hasbeens.