Stockholm Fashion Week is currently taking place 16-22 August 2010, showing ready-to-wear for Spring Summer 2011. Mainly for professionals where buyers and press attends trade fairs, shows, exhibitions and other events, the Swedish Fashion Council co-ordinates this event four times a year.

Model, writer, designer and provocateur Ida Pyk launched her label in 2009, and was declared winner of the Rookies of the Year 2010 award at the opening ceremony. The other four nominees were the designers behind fashion labels billy and I, Rahnsäter, Seika Lee and The White Briefs.

Selected by the Rookies jury in February, the five nominees were chosen because they convincingly demonstrated the capacity to create and launch a promising, interesting brand. The jury released the following statement:

”The Rookies of the Year, 2010 award has been presented to a designer who can only be described as a breath of fresh air in the truest sense. A fearless designer and multitalented artist, the winner is an individual who does not shy from provoking the otherwise so conservative world of fashion. This provocation is, however, served with a generous portion of highly appealing playfulness and energy.”

The winner of the award receives a SEK 20,000 scholarship from the Swedish Trade Federation, the Black Panther challenge trophy designed by Åsa Jungnelius for Kosta Boda and a full-page advert in the Swedish fashion magazine, DV Mode. The winner will also have the opportunity to design a collection for the French fashion company La Redoute based on the concept un pavé dans la mode. Additionally, this year’s winner will receive a new benefit in the form of a SEK 10,000 voucher to print lookbooks at Rookies’ new sponsor, Digaloo. Aplace, a shop in the Stockholm department store, PUB, will give special recognition to the winner by hosting a month-long exhibition which started yesterday.

Ida Pyk contemporary statements are a recurrent theme in the t-shirts that were the basis of her first collections. Born in Ystad, Sweden in 1985, she grew near the sea. She travelled intensively as an adolescent and lived for extended periods of time with relatives in the USA. At the age of 15, she moved to Stockholm and has since lived in Los Angeles and most extensively in Paris, her home base.

Stockholm Mercedes-Benz Fashion Week Spring Summer 2011 (previously known as Fashion Week by Berns) has also been taking time take place during the same period, 16-18 August 2010 which we have gathered some highlighted photo galleries of.

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