Swedish Fashion Talents, formerly called Rookies, is a non-profit project run since 2005 by the Swedish Fashion Council with the ambition to support and promote the establishment of new fashion brands and designers in Sweden and abroad. All participants are nominated to the award “Swedish Fashion Talent of the Year”. The receiver of the award is announced during Stockholm Fashion Week in August.
The award "Swedish Fashion Talent of the Year", formerly known as "Rookies of the Year" has so far been received by Dagmar (2005), Dada’s Diamonds (2006), van Deurs (2007), Uniforms for the Dedicated (2008), Patouf (2009), Ida Pyk (2010), Obscur (2011), Lobra (2012), Mes Dames (2013) and Castor Pollux (2014)
Swedish Fashion Talents' expert jury 2015:
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 Designhögskola
Helena Waker, Agenturföretagen
Jury Chairman and Contact: Helena Mellström, Swedish Fashion Council
Designer Alina Bendikova
Designer Emelie Janrell
Designer Andrea Salas & Seung Hyun Lee
Designer Alicia Mariano
Designer Isabella Idberg
Designer Anna Sjunnesson
Designer Märta Larsson
Designer Simon Ekrelius
Designer Sofia Eriksson
Designer Emelie & Emma
The winner of the award "Swedish Fashion Talent of the Year, 2014" was Castor Pollux.
The winner of the award "Rookies of the Year 2013" was Mes Dames.
The winner of the award "Rookies of the Year 2012" was Lobra.
The winner of the award "Rookies of the Year 2011" was Obscur.
The winner of the award "Rookies of the Year 2010" was Ida Pyk.
Patouf was awarded "Rookies&Players of the Year 2009"
The name of the winner was announced on August 12 at Designgalleiet.
2008 – Uniforms For The Dedicated
2007 – van Deurs
Yuusai Tachibana made in japan
Exhibitions from designers and photogaphers:
Helena Hertov, Designer - All you can eat
Frida Hofslagare, Designer - One world we melt into one
Aia Jüdes, Fotograf - Tokyo Night Fashion
Johan Fondberg, Designer
Manjou - A way of living
Mirisa / Takajewellery, from Japan
The P Concept Clothing
Uniforms for the dedicated
Michel Lazarevic – STEAL MY STYLE – interpretation by seven international designers
KOSTA BODA - CATWALK WITH FRIENDS – glass in all different shapes
Petra Bachman – SLEEK – sixth-former from Borås textilhögskola
Superstudio in Borås – PROUDLY MADE IN SJUHÄRAD – garrments and bags created by stylists and designers
Drottningen Av Saba
Fräulein von HaSt
Spirit of Maya
Urban Buzz - London
Ladies&Gentlemen by Alicia Rissler
Cecilia Sörensen - Barcelona
Les Coleurs Nationales
Maderakka - Milano
Beckmans college of design
Third year students
Gallerian fashion award 2006
Teacher: Lena Kvarnström
Forsbergs school of graphic design
First year students : "Fashion on ice"
Second year students: Exhibition
Teachers: Ida Sjötedt, Manush Mirzakhanjan, Dennis Dahlqvist
University college of Arts Crafts and Design (Konstfack)
Textile students: experimental clothes
Teacher: Elisabet Yanagisawa Avén
The Swedish School of Textile, Borås
Second year students
KappAhl Award 2006
Teacher: Rickard Lindqvist
Berghs School of Communication
Interpretations of a fashion brand
Teacher: Pål Pettersson