Attitude Stockholm

We’re here at City Hall in Stockholm, in this grandiose room normally reserved for the Nobel peace prize ceremony. But instead of handing out Laureates, it’s time for Sweden’s professional fashion fair, Attitude Stockholm. Swedish designer Ida Sjöstedt opens the show. Her inspiration? Scandinavian women.

Scandinavian clients are a unique group. In the 1970s, keeping in stride with social advances, they rejected ornamental fashion, opting instead for more functional designs. But today’s generation is looking for more fertile and luxurious feminine creations. Like that of designer Lars Wallin, who draws inspiration from French haute couture. For the fair’s second edition, organisers wanted to pay homage to France. The French designers who participated in the event - Chantal Thomass, Gaspard Yurkievich, and Julien Fournié - jumped at the chance to seduce new clientele.

For Stockholm, Julien Fournié presented a glimpse of his first collections: austere, ultra-feminine models. The fiery designer created his fashion house in 2009. The spirited Julien Fournié has understood. Scandinavia, with its forward thinking, represents a very attractive market for the diffusion of French luxury fashion.