Reykjavík – The Other Scandinavian Fashion
When thinking of Iceland, what first comes to ones mind might be far-flung landscapes and hot-tempered volcanoes, or one of Iceland’s most famous exports Björk. Singer/composer/musician/actress, known for her critically acclaimed albums as well as for her eclectic wardrobe. Somewhere here, between the scenic surroundings and artistic multi-talent, we are tuning in on what Reykjavík Fashion Festival (RFF) is aiming for. By gathering all that creative energy into one single event they form a common platform where the local as well as the international audience can discover fashion, design and music in the various venues that the city has to offer.
Being an emerging designer is hard enough in any country, but maybe even more so when being based on, well, let’s call it an island. The creative industry of Iceland has been growing over the past years, and promising creative individuals have been trying to go overseas, but with an often limited marketing budget and a not so obvious fashion scene, the way to reach out might become a little bit more jolty. Internet and social media have all their glory, but where does it take you if the contact stops there? The fact that the RFF for 2012 doubled the number of attendees is in itself an indication that the interest for the country has gone up and the focus during this year’s edition was not only to showcase the most skillful of creative minds but also to prepare them for an entry into the international fashion business. The interest and support from industry leaders and authorities are an important element in the success of young designers and in order to foster the Icelandic fashion, awareness has to be raised. It is for this reason that events like the RFF becomes so important for the country and the designer it holds.
Speaking of the designers. Scandinavian fashion is famous for its well-tailored and clean silhouettes, but the Icelanders take a leap and gives us a wider arrange of provocative variety. Sure there are the simple lines evoking the beautiful shapes of the body, but Reykjavík Fashion Festival also offered shows in the category of dramatic extravaganza. Even though a few of the brands no longer have their base in Reykjavík, the collections and identities of the companies still marks the importance and value they put in their heritage. The fashion world in Reykjavík has become an exciting place where modernity meats tradition and like every other Fashion Week the surrounding events are as important for the ambiance as the main event itself. The spots around the city showed off the musical industry of Iceland, one that might be as important to the country as the blooming design business, but the RFF 2012 also introduced the city’s first ever Fashion Night Out.
A small economy such as Iceland might never measure up with the importance of the main fashion cities, but they can for sure fight for their earned right to a few days in the spotlight. By fostering rosy designers and offer a few days of alluring nature, Reykjavík Fashion Festival might just become a stop to consider on the fashion calendar.
