The fashion label SSON captivates audiences with a unique pre-spring show that blends creativity and sustainability, starting from a subway platform in Stockholm.
In Stockholm last weekend, the innovative fashion label SSON made waves with a unique pre-spring fashion show that started on the Skanstull subway platform. The event, which took place in the Södermalm district, seamlessly transitioned up the stairs and through the streets, ultimately culminating at the cozy headquarters of Kvartalsrapport, the organizers of the event. The fashion show was notable not only for its originality but also for its commitment to sustainability and a more inclusive approach to fashion.
The livestream coverage of the event, leveraging iPhones from four different locations along the route, allowed viewers both in the studio and those tuning in from remote locations to witness the unfolding spectacle. Among the highlights was a performance by Bem Subot, who contributed a sound piece to enhance the immersive experience.
Founded in 2024 by Yulia Kjellsson and her business partner Ellinor Håkansson, SSON aims to redefine how fashion is conceptualized and produced. Speaking in an interview, Kjellsson articulated the brand’s philosophy: “We want to prove that you can do fashion without compromising. And you can work with already existing material and keep [everything that] is exciting about fashion, but without causing harm basically.” This mission reflects a growing trend in the fashion world where sustainability and ethics are at the forefront, responding to recent calls for alternatives to the traditional runway format.
The label’s first two collections feature a mix of experimental designs alongside classic pieces such as pants, tops, and coats, emphasizing accessible fashion without sacrificing creativity. The name SSON, which translates to “son of” in Swedish, draws attention to traditional Swedish surnames like Kjellsson, a name associated with ordinary, everyday people. Kjellsson described her intent to change perceptions surrounding these commonplace names, aligning with her broader goal to elevate overlooked designs into something extraordinary.
Kjellsson’s entrance into fashion has been a journey. At 34, she reflected on coming to fashion later in life, saying, “It’s not something that I grew up dreaming about my whole life.” Her path took a significant turn when she inherited her grandmother’s sewing machine in her early twenties, a pivotal moment that steered her towards fashion. She further honed her skills by studying in Stockholm and at ESMOD Berlin, graduating in 2016.
Having a deep interest in the intersections of fashion, politics, and society, Kjellsson expresses a desire for her work to contribute positively to the future. “I love the creating part of it, I love the craft, I love the storytelling, but I’m also very interested in politics and society, and I’m a sensitive person and very aware of the times around us,” she shared. Her approach to fashion aims to reflect that awareness and foster a sense of purpose within the industry.
As SSON continues to grow, it remains to be seen how these innovative designs and concepts will resonate with consumers looking for fashion that reflects both style and substance. The lively event in Stockholm showcased the brand’s commitment to making a mark in the world of sustainable fashion.
Source: Noah Wire Services
