Odd Molly of Sweden and Finland’s IVANA Helsinki are staging runway shows this week at the Mercedes-Benz Fashion Week in Manhattan. This is the first time that fashion brands from Scandinavia have been on the official list, running head-to-head with names like Anna Sui, Calvin Klein, Ralph Lauren and Tommy Hilfiger.
Three other Nordic labels–Tiia Vanhatapio, Royal Extreme and Islaet – are staging a group show.
While Sweden’s Odd Molly has a broad appeal and a Californian soul which can make it attractive to mass-markets, Finland’s IVANA Helsinki has a moody appeal, and a Finno-Slavic look which sets it apart from everyone else.
Sweden’s Odd Molly, now found in 1,500 locations in 38 countries, will make its debut in Lincoln Center on September 15. IVANA Helsinki, which is known for its striking, modern prints, will present their women’s collection on the following day. Both shows can be viewed live on the company’s websites.
Odd Molly and IVANA Helsinki benefit from the positive buzz surrounding Scandinavia. This region is perceived as a progressive place with an attractive lifestyle where trends are set. Brands like Acne, Cheap Monday and Rodebjer are all hot labels in the Big Apple: “The consensus at large is that all things Swedish are beyond hip and very covetable,” says Argot Murelius, a fashion writer based in NYC who is covering Fashion Week for the Swedish Fashion Council. Full text can be viewed at: www.scandinavianfashion.net