Dear Shaded Viewers,
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Swedish upcycling brand HODAKOVA has made headlines by winning the 2024 LVMH Prize for Young Fashion Designers, marking a significant milestone as the first Swedish brand to reach this level of recognition. Founded by Ellen Hodakova Larsson in 2021, HODAKOVA has rapidly emerged as a leader in sustainable fashion, garnering support from celebrities like Cate Blanchett and Lady Gaga. Larsson’s vision for HODAKOVA is to create the world’s first fully sustainable fashion house, a goal reinforced by her brand’s commitment to upcycling. Each piece is crafted from existing materials, sourced from secondhand stores and surplus from other brands, showcasing a unique approach to fashion that prioritizes craftsmanship and environmental responsibility. This innovative model has attracted attention and accolades, culminating in the LVMH Prize, which includes a €400,000 award and a year of mentorship. The Swedish Fashion Council, through its SFC Incubator program, has played a crucial role in HODAKOVA’s journey, providing essential business support and coaching. Jennie Rosén, CEO of the Council, expressed pride in HODAKOVA’s achievement, emphasizing its significance for the Swedish fashion industry’s global positioning. As HODAKOVA prepares to showcase its upcoming Conventional Collection 112409 at Paris Fashion Week, Larsson reflects on the challenges faced in establishing her brand. Despite initial resistance to her sustainable business model, she asserts that the world is now ready for a fashion revolution centered on upcycling and sustainability. |
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