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The Swedish Fashion Council (SFC), which incubates buzzy young labels including Rave Review, Feben, Avavav and Hodakova, is adding three new names to its roster: jewellery designer Louis Abel, womenswear student and Balenciaga alumnus Petra Fagerström and Stockholm streetwear label Tuttolente have joined the SFC[Incubator], as they aim to launch or scale their businesses.
Each brand will receive individualised coaching on business model strategy, financing, PR and communication, e-commerce, branding, positioning, sourcing and production. The Swedish Fashion Council doesn’t directly provide funding; instead, it introduces brands with potential investors and sponsors to support their growth.
Since taking the helm of the Swedish Fashion Council in 2018, chief executive Jennie Rosén has focused on supporting brands who balance exceptional creativity with an innovative business model and most importantly, a disruptive vision. As SFC[Incubator] taps new talents, the existing brands are developing well and proving out the concept, Rosén says. Rave Review was an LVMH prize finalist in 2021 and is showing in Milan for SS24. Its stockists include Net-a-Porter, Ssense and LN-CC. Avavav by Beate Karlsson has done two viral shows in Milan the last two seasons, winning stockists including Selfridges and Luisaviaroma, with plans to show again for SS24. Hodakova will show for the third time in Paris this season, after winning stockists including Selfridges and Ssense over the last year. All-In will also show in Paris. Plus, Hodakova and Rave Review were also selected for the Gucci Vault Continuum upcycling project in May, sold on the Gucci Vault site.
Rather than continue with the traditional fashion week format to springboard young talent, Rosén saw more value in nurturing young brands on the business side, without the immediate pressure of showing season after season. Rosén cancelled Stockholm Fashion Week in 2019 in order to explore alternative models (it is now organised by a separate entity, the Swedish Fashion Association). SFC has since repositioned itself as an incubator. The organisation held an SFC[X] event in Stockholm last November to showcase its homegrown talent, with a varied roster of talks, shows and exhibitions for international press. The duo have teased another event in November this year, potentially featuring its newer names.
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