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June 14, 2024

The best of Swedish fashion, art and design comes to India

Riddhi Doshi

When fashion giant H&M launched in India, in 2015, it got the fashion-savvy lot super excited. Then came in another Scandinavian big label, the furniture and décor store Ikea. It entered the Indian market with a 13-acre store in Hyderabad last year and is soon to open its next store in Navi Mumbai, second of the total 25 that it plans to open in the country by 2025.

Electric motorcycle by Cake

Sweden, known for classy, minimalist and sophisticated aesthetic, is now taking a keen interest in India. To that effect Consul General of Sweden to Mumbai, Ulrika Sundberg, in collaboration with Claes and Christina Britton of Stockholm-based communication agency BrittonBritton, has organised a two-day lifestyle event Swedish Lifestyle Mumbai, on June 4 and 5, showcasing Swedish art, design, architecture, fashion and technology. “The event was planned to let Indians know what’s happening in Sweden and also to open up collaboration opportunities between Indian and Swedish talents,” says Sundberg.

A dress by H&M

The event will see participation from Sweden’s leading fashion brands H&M, Totem, Eytys, Hope, Our Legacy, Selam Fessahaye, MaxJenny, By Malina; interior giant IKEA, auto major Volvo Group as well as start-ups such as Ride Cake, an award-winning start-up electronic motorcycle brand, Blue Air, leading producers of air purification solutions and Airinum, a start-up brand with stylish collection of urban air masks and health accessories.

Also, artists including Mikael Jansson (fashion), Frederik Lieberath (still life and landscape), Julia Hetta (fashion & art) fine artists Karin Mamma, Andersson, Anna Camner, Hanna Michanek and architecture and design studio Belatchew Arkitekter and Front will also be at the showcase.

A project by Belatchew Arkitekter
A project by Belatchew Arkitekter

A similar event was earlier held in New York and Tokyo and now debuts in Mumbai. “India is not only poised to be the most populated country in the near future but also an important player in the global economy,” says Sundberg. “The time has come for India, and I would like my Swedish counterparts and compatriots to discover this market. They have been focused on the European market and China for so long. It’s high time that they discovered India. Moreover, It’s time for India to discover Sweden.”

Swedish Style Mumbai! will be held on 4-5 June at Famous Studios, Mahalaxmi, Mumbai.
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