stockholm fashion week

Rookies - Swedish Fashion Talents

Rookies - Swedish Fashion Talents

Each year Rookies jury chooses twelve designers that gets the opportunity to appear in different ways during the year as an aid in the brand’s expansion into the market. After an application period and juryprocess the twelve selected was presented through an exhibition at Taverna Brillo november 19, 2013. Now it’s time for their first show, held during Mercedes Benz Fashion Week, january 29 at Bukowskis. The participating designers are: Aether, Awesome Things, Black Book, Castor Pollux, Ever Rêve, Isabell Yalda Hellysaz, Jennifer Blom, L’Homme Rouge, Malin Henningsson, Mirja Rosendahl, Wilhja och Yasar. These designers create either accessories or cloths for women or men.

Rookie-candidates 2013

Aether (London/Stockholm), womenswear,
Awesome Things (Stockholm), womenswear,
Black Book (Stockholm), womens- and menswear,
Castor Pollux (Göteborg), menswear,
Ever Rêve (London/Göteborg), womenswear,
Isabell Yalda Hellysaz (Stockholm), womenswear,
Jennifer Blom (Stockholm), womenswear,
L’Homme Rouge (Göteborg), menswear,
Malin Henningsson (Stockholm), jewellery,
Mirja Rosendahl (London/Arjeplog), menswear,
Wilhja (Vilhelmina/Borås), womenswear,

Yasar (Stockholm), jewellery,


Rookies’ expert jury:

Margareta van den Bosch, Hennes & Mauritz;

Thomas Hägg, Thomas Hägg PR & Communication;

Sara Lönnroth, Transit Kulturinkubator;

Johan Magnusson, Fashion Editor and Writer;

Ulrika Nilsson, JUS;

Robert Nordberg, freelance stylist and fashion editor at Plaza Magazine;

Anna Nortenius, Tjallamalla;

Göran Sundberg, Beckmans School of Design.

Jury chairman: Helena Mellström, Swedish Fashion Council.


For more information please contact

Helena Mellström

+46 (0)8 411 17 44



A special thank´s to Rookies sponsor: Digaloo & Peugeot


Image: Awesome Things © Peter Håkansson

Video: Fashion Show featuring Rookies candidates 2014

Video: Fashion Show featuring Rookies candidates 2013


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