Brand awareness might sound like a dirty word, or phrase, rather, but outside of the boardroom there’s much to be celebrated in raising people’s understanding and appreciation of a certain brand, place or thing.
In the case of Scandinavia, TV shows have played a prominent role in awakening the senses to the cause, while both Swedish and Danish Fashion Weeks have witnessed an impressive surge in attention, led by multiple publications upping their column inches.
For those whose air miles won’t make it to Stockholm or Copenhagen however, Re Present brings the best of the creative bunch to London. Last season – the showcase’s debut – focused solely on the former, while for AW14 The Embassy of Denmark joins The Embassy of Sweden and Business Sweden as well as partners, Varg and Make Lemonade, a PR and a sales agency, respectively.
Also new for this season is Re Design: Emerging Scandinavia, a specially curated platform for new talent from graduates of some eight universities across Sweden, Denmark and Norway.
From tomorrow and until the 18th, press, buyers, students and the general public (another first!), will be able to soak up the Scandi look across several static presentations and three talks, the latter as of Sunday.
Last season marked Ann-Sofie Back’s first London turn since 2009, when the designer moved back to Sweden having lived in the capital for 12 years previously.
“Following a few seasons on hold where the brand had focused on building the Scandinavian market,” she tells, “Our first season back in London was great for gaining exposure. We can already see an increase in interest from our targeted buyers. “
She continues, “We have a big fan base here and a fond connection to the UK market. We are experiencing a great response from UK customers, especially in London and we are really looking forward to meeting both buyers and press this season.”
Jewellery designer Cornelia Webb adds, “I found the Re Present showroom very well curated, bringing together Swedish fashion with jewellery, interior and product design. I found it a unique and up to date way of introducing Scandinavian design to the UK market, not solely fashion and sales but also PR and marketing and a greater understanding of what we together stand for.”
Like Ann-Sofie she’s back for round two, having found the UK a natural market for the label. Showing as a pack is important she reckons as: “Things become stronger in a context. A lot of us talk the same language and say similar things in terms of shape and form.”
Check out the full list of participants here.