POP 032/ Thursday, 2 July 2009

Today’s Pop is David, who continues to scour the four corners for the perfect dress. This week his travels took him to the Stockholm fashion week, where all he found was feeble attempts at some cutting-edge cuts. Ok, that’s a little harsh – but in the word of Coco Chanel “success is often achieved by those who don’t know that failure is inevitable”. So Stockholm will be back. But at least David got a good look at this year’s beauty pageant winner:

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Lydia Hearst.




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Stockholm is a place of contradictions. It encapsulates the wonderful world of Acne, the quirky, cut-rate milieu that is

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Cheap Monday, the now much more cutthroat esthetics of

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J.Lindeberg and even the commercial, yet inventive realm of

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H&M.


But in the middle? Stockholm offers so many try-hard brands, it’s a wonder there is room for them all. And I am Swedish. I should really relish this stuff.


Here’s my take: Marketing and branding? Important, but not crucial. Cut and tailoring? Pivotal. Learn and rejig, Swedish creatives…



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