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Cheap Monday

Stockholm Fashion Week SS '11

Sweden's fashion week was dominated by its usual stream of minimal and clean-cut clothes, but a few alien-inspired and Latino-style outfits kept everyone excited

On the back of Denmark's fashion frenzy came Stockholm Fashion Week. Last week saw an increased operation that involved over 20 native brands. An extended international press attendance viewed shows in the Swedish capital's two main venues. First out was Ann-Sofie Back, arguably one of Sweden's most well-known designers. She showed BACK, her diffusion line, as part of a fashion shoot on Monday morning in the more intimate gathering of the Black Market. Her SS '11 collection was based around three main topics: romanticism, sporting and casual.

Back is also a lead designer at Cheap Monday. The denim brand decided, not for the first time, to put on a show open to the public where fans could join the party. This time they built up a big tent on the Ridderholmen island, near the city centre. The catwalk was right next to the water with an epic view of the City Hall in the raining and raw afternoon. 'Just Cheap' was the name of a SS '11 collection inspired by Latin denim fashion, Italian diamante and L.A. celebrity taste, twisted with a minimal and cleaner look. The silhouettes were cropped and boxy, mixed with long skirts and dresses. Showing at Berns, one of the main show venues, was The Local Firm, another Swedish brand that is courting the mainstream fashion market. TLF is well-known in Sweden for its jeans design and innovative Bauhaus vibe. This season, the brand went for colour palette of concrete tones, and alien-esque looks simulated by artificial colored lenses. All in all, this was another stellar outing for Scandinavian fashion.