Rookies Take Over the Swedish Fashion Scene
February 19, 2006 | Senay TOPCUOGLU
The Rookies trade fair is one of the most eagerly anticipated shows during Stockholm Fashion Week.
This is when up-and-coming fashion designers get their chance to shine; grabbing the attention of fastidious fashion buyers and the press.
Fashion-guru Anna Blom picks out the hottest labels.
Created by three sisters, Karin Söderlind, Kristina Tjäder and Sofia Malm in 2004, Dagmar is one to watch.
Named Rookie Company of the Year by the Swedish Fashion Council in 2005, the label is also nominated in the best newcomer category at the Swedish Elle awards.
The Dagmar sisters say their clothes should last more than one season.
Karin Söderlind says: "The time span of a garment is an essential part of its quality, together with the choice of material and how it is made. We try to avoid short-lived fashion trends."
Last season, Dagmar used materials like baby camel wool, an exclusive wool from the first shave of the baby camel often used by luxury international brands.
"We love working with fine, living fabrics - that's our passion. The handicraft and eye for detail is typically Swedish for us," Söderlind says.
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