Finding Swedish fashion in London

 

I ventured out of my front door this morning in the pouring rain to embark upon the adventure of finding Swedish fashion in London.

 

As I stepped off the train and hit the streets of London the rain was unforgiving. My first stop was the trendy department stores that conceal the world famous Oxford Street. A little damp I stepped into London’s Selfridges, working my way to the fashion floors and heading up the escalator to check out the women’s department I spot very well dressed mannequin, smart jumpers, dapper cardigans which just happen to belong to J. Lindeberg and Johan (by Lindeberg) in the men’s section.

Feeling excited and confident about my quest to find the labels that flood the streets of Stockholm I continue my search. When I approach the women’s wear I am surprised not to find more then what I have already found, I stumbled across a pair of skinny jeans, oversized cardigans and pretty dresses which belong to Fillipa K.  I also find, the ever so fashionable Fifth Avenue Shoe Repair!

My next adventure was a trip to the trendy Liberty on Argyll Street. As I walked up about 700 flights of stairs I finally came across the ladies fashion department and I asked the very delightful shop assistant to point me in the direction of the Swedish designers. He kindly escorted me to the Acne concession whilst informing me that they have the biggest concession in London in both men and woman. Looking through the collection I see that they stock a nice mixture of chic coats, smart skirts and blouses and elegant evening dresses, and of course the famous and trendy A-line and skinny jeans.

Also on my travels I popped in to House of Fraser which sells a wide range of men’s everyday wear from casual jeans and shorts to neat and stylish cardigans and jumpers from Gant. I also found Fillipa K for woman, J. Lindeberg and of course Bjorn Borg´s underwear and swimwear for men. Next stop was Harvey Nichols which sold a casual collection of Acne for men, and of course need I mention Bjorn Borg underwear for men.

As I continued my walk around London ever so slightly wet from the dreaded rain I decided to take a look in Covent Garden’s and Oxfords Streets Urban Outfitters! And to my delight there is where I found the biggest collection of Swedish designers. Over run with excitement I riffled through the hangers and racks of clothes and found Cheap Monday for men and woman, Fillipa K, J. Lindeberg. Tiger of Sweden for men, Nudie jeans and Blammo for both men and woman.

Digging a little deeper into the profound world of fashion in London I find some smaller boutiques that sell more of the well known Swedish fashion designers. JK Laundry in Mayfair sell Fillipa K and Matches which have a number of stores in and around London sell Acne for woman. While well known Swedish designer Odd Molly are opening a concession of their very feminine range of gorgeous boho hippy prints, jewel tones and relaxed dresses, skirts and tops in Fenwick’s on Bond Street

All in all a successful trip, a wide range of Swedish fashion exists in London. All be it Urban Outfitters have the largest selection. It will be interesting to carry out this investigation in the next 6 – 12 months to see how the London Swedish fashion scene has grown as it seems more and more department stores are due to open concessions in this time frame so watch this space.