Stockholm Fashion Week
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Rookies Showroom February 7-8
On the 7th and 8th February the 2012 Rookies-candidates are being presented in an extraordinairy exhibition after being selected by an expert jury. In the Rookies Showroom you find twelve new Swedish fashion brands and this year there’s also a special partnership with two guest designers from Finland. Rookies Showroom welcomes professionals as well as a fashion-interested public!
Rookies Showroom Open Hours
Tuesday, February 7
12-17 - open to professionals/general public
Wednesday, February 8
10-12 - press event (invitation only)
12-17 - open to professionals / general public
Location: drottninggatan 81b, Stockholm
Participants
Rookies candidates 2012
Alice Fine (Stockholm), www.alicefine.com
Bedazzled (Stockholm/Berlin), www.bedazzledjewelry.se
C Kummelstedt (Helsingborg), www.ckummelstedt.com
Fadi El Khoury Couture (Stockholm), www.fadielkhoury.com
Ida Johansson (Stockholm/Barcelona), www.idajohansson.com
Johanna Pihl (Stockholm), www.johannapihl.com
Lobra (Kalmar), www.lobra.se
Marika Smith (Stockholm), www.marikasmith.se
Maska (Göteborg), www.maskaknits.com
Scho Collection (Stockholm), www.schocollection.com
Stutterheim (Stockholm), www.stutterheim.se
Voluptuous Morality (Stockholm), www.voluptuousmorality.com
Rookies guest designers (Finland)
design by katri/n, www.designbykatrin.com and R / H, www.rh-the-label.com
Partner: Finatex, www.finatex.fi
Rookies structure and purpose
Rookies has been operated by the Swedish Fashion Council since 2005 and is a fashion scene, and a forum aimed at supporting small fashion companies in their establishment in the market through various projects, networks and activities. So far the Rookies award has been distributed to the fashion brand Dagmar (2005), jewelry company Dada's Diamonds (2006), van Deurs (2007), Uniforms for the Dedicated (2008), Patouf (2009), Ida Pyk (2010) and Obscure (2011). The 2012 edition of Rookies gives twelve new fashion brands the opportunity to appear in different ways, as in showrooms, exhibitions and shows. The twelve Rookies candidates have been selected after an application period and jury process that proceed during autumn 2011. Five of the fashion brands are nominated to be Rookie Of The Year in May 2012 and the announcement of the winner is going to be made during fashion week in August.
Expert jury for the selection of Rookies candidates 2012
Margareta van den Bosch, H & M
Thomas Hägg, Thomas Hägg PR & Communications
Sara Lönnroth, Transit Culture Incubator
Johan Magnusson, fashion editor and writer
Ulrika Nilsson, JUS
Robert Nordberg, Damernas Värld
Anna Nortenius, Tjallamalla
Marianne Randolph, Randolph Stockholm
Goran Sundberg, Beckmans College of Design
Jury President: Helen Mellström, Swedish Fashion Council
For more information about Rookies, please contact
Helena Mellström + (0)8 411 17 44 or Greta Schager +46 (0)8 411 17 42
rookies(at)moderadet.se
© Copyright The Swedish Fashion Council 2010. All rights reserved.
