2020-08-25

HRH Crown Princess Victoria's opening speech at Stockholm Fashion Week, Tuesday 25 August 2019

Ladies and gentlemen,

As a proud wearer of Swedish fashion, I am delighted to welcome you all to the new, digital Stockholm Fashion Week.

A new fashion week for a new time.

Over the past half year, Covid-19 has changed everything: The way we live. The way we communicate. The way we do business.

At the same time, we are fast approaching the deadline for the United Nations Sustainable Development Goals. As an alumni ambassador for Agenda 2030, I am concerned that time is soon running out.

Dear fashion industry representatives:

I think you will agree with me that high quality fashion does a lot more than please the eye. It challenges narrow standards. It creates new possibilities.

Now, with the challenges ahead of us, it is not only the clothes you make that need to be innovative; but how you make them. As well as how they are sold, distributed, worn and eventually recycled.

The fashion industry is getting ready for a digital and sustainable future. I am pleased that Stockholm Fashion Week has chosen to focus on these issues. And I am hopeful that the Swedish fashion industry can be a positive example to inspire the rest of the world.

Ladies and gentlemen: We know that we are not going to go “back to normal”. But forward, to a new normal.

That new normal is something we will have to build together. And what better place to start, than right here?

Once again, a warm welcome. Now, it is my great honour to declare the new digital Stockholm Fashion Week officially open!