PRESSMEDDELANDE. Nominerade till Årets Rookies 2012: Alice Fine, Johanna Pihl, Lobra, Scho Collection och Stutterheim.

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1 SVENSKA MODERÅDET DROTTNINGGATAN 81 A SE STOCKHOLM rookies@moderadet.se / ROOKIES showroom augusti I Rookies Showroom den augusti presenteras 2012 års Rookies-kandidater i en utställning öppen för branschfolk och allmänhet. Här medverkar svenska nya modemärken utvalda av Rookies jury samt tre gästdesigner i avdelningen Rookies Friends. Denna gång gästas även Rookies Showroom av Smarteyes Optikkedja och Svenska Moderådets stipendiater från våren 2012 i en särskild utställning. Rookies-kandidaterna är utvalda under hösten 2011 efter en ansökningsperiod och juryprocess. I maj nominerades fem av märkena till priset Årets Rookies Rookies-kandidater 2012: Alice Fine (Stockholm), Bedazzled (Stockholm/Berlin), C Kummelstedt (Helsingborg), Ida Johansson (Stockholm/Barcelona), Johanna Pihl (Stockholm), Lobra (Kalmar), Marika Smith (Stockholm), Maska (Göteborg), Scho Collection (Stockholm), Stutterheim (Stockholm), Voluptuous Morality (Stockholm), Nominerade till Årets Rookies 2012: Alice Fine, Johanna Pihl, Lobra, Scho Collection och Stutterheim. Rookies Friends: Heart of Lovikka (Stockholm), House of Svala (Lycksele), Restructional Clothing (Stockholm), Rookies drivs sedan 2005 av Svenska Moderådet och är en modescen och ett forum med syfte att stötta mindre modeföretag i deras etablering på marknaden genom olika projekt, nätverk och aktiviteter. De som väljs in i Rookies får under ett år får synas på olika sätt. Fem av dessa nomineras också till priset Årets Rookies som delas ut under höstens upplaga av Stockholm Fashion Week. Utmärkelsen har hittills delats ut till modemärket Dagmar (2005), smyckeföretaget Dada s Diamonds (2006), van Deurs (2007), Uniforms for the Dedicated (2008), Patouf (2009), Ida Pyk (2010) och Obscur (2011). Rookies Showroom augusti 2012, öppettider: måndag 13 augusti kl tisdag 14 augusti kl (även publik dag) Rookies kontaktperson: Helena Mellström, Marknadschef Svenska Moderådet helena@moderadet.se +46 (0) , +46 (0) Rookies sponsorer 2012: Gästutställare: Smarteyes Optikkedja, I utställningen presenteras också Svenska Moderådet och TEKO:s gemensamma stipendium för bästa examenskollektion 2012: Erik Josefsson, Textilhögskolan i Borås och Erik Litzén, Beckmans Designhögskola. PRESSMEDDELANDE

2 SVENSKA MODERÅDET DROTTNINGGATAN 81 A SE STOCKHOLM rookies@moderadet.se / ROOKIES showroom august During Stockholm Fashion Week the Rookies candidates are presented in an exhibition open to professionals and the public on August. The exhibition involves new Swedish fashion brands selected by the jury, Rookies, and this time also three guest designer from the department Rookies Friends. The Rookies candidates were selected in autumn 2011 after an application period and jury process. In May, five of the brands were nominated for the price Rookies of the year Rookies candidates 2012: Alice Fine (Stockholm), Bedazzled (Stockholm/Berlin), C Kummelstedt (Helsingborg), Ida Johansson (Stockholm/Barcelona), Johanna Pihl (Stockholm), Lobra (Kalmar), Marika Smith (Stockholm), Maska (Göteborg), Scho Collection (Stockholm), Stutterheim (Stockholm), Voluptuous Morality (Stockholm), Nominated for Rookies of the year 2012 : Alice Fine, Johanna Pihl, Lobra, Scho Collection and Stutterheim Rookies Friends: Heart of Lovikka (Stockholm), House of Svala (Lycksele), Restructional Clothing (Stockholm), Run by the Swedish Fashion Council since 2005 the mission of the Rookies forum is to support smaller fashion companies in their market endeavours through a range of projects, networks and activities. The fashion brands choosen to participate in Rookies appears in different ways during one year. Five are nominated for the price Rookies of the year and one candidate is awarded during fall edition of Stockholm Fashion Week. The award has so far been distributed to the fashion brand Dagmar (2005), jewelry company Dada s Diamonds (2006), van Deurs (2007), Uniforms for the Dedicated (2008), Patouf (2009), Ida Pyk (2010) and Obscur (2011). Jury chairman and Rookies contact person: Helena Mellström, Marketing Manager, Swedish Fashion Council helena@moderadet.se, +46 (0) , +46 (0) Rookies sponsors 2012: Guest exhibitor: Smarteyes Optikkedja, The exhibition also presents Swedish Fashion Council and TEKO s joint scholarship for best fashion examine work 2012: Erik Josefsson, The Swedish School of Textiles - University of Borås and Erik Litzén, Beckmans School of Design. PRESS RELEASE

3 Alice Fine Womenswear and accessories. Designer Karin Bjurström (-82). Bedazzled 2011, Stockholm/Berlin. Jewelry. Designer Jennie Rhönnstad (-89). C Kummelstedt 2011, Helsingborg. Women/menswear. Designer Caroline Kummelstedt (-90). Ida Johansson 2010, Stockholm/Barcelona. Womenswear and accessories. Designer Ida Johansson (-83). Johanna Pihl 2011, Stockholm. Designer Johanna Pihl (-83). Lobra 2011, Kalmar. Womens shoes and accessories Designer Louise Bramstedt (-77). ROOKIES CANDIDATES 2012

4 Marika Smith 2009, Stockholm. Womens hats and hair accessories Designer Marika Smith (-83). Maska 2010, Göteborg. Design Lisa Leierth (-81), production Maria Svensson (-77). Scho Collection Designer Susanne Johansson (-69). Stutterheim Rainrelated clothes, boots and accessories. Designer Alexander Stutterheim (-71). Voluptuous Morality 2011, Stockholm. Design Ann Bonander Looft (-62). Anna Bromberg Sehlberg (-69), marketing. ROOKIES CANDIDATES 2012

5 Heart of Lovikka Designer: Sofia Hagelin Heart of Lovikka is creating knitwear fashion w ith inspiration from traditional knitting in Lovikka in the Tornedalen where Lovikka gloves has been knitted since Heart of Lovikka makes cardigans, sweaters, dresses, ponchos, skirts, leg warmers, arm warmers and of course, gloves, hats and scarves. House of Svala heart of lovikka Designer: Alexandra Sjöberg House of Svala was founded in 2010 by designer Alexandra Sjöberg. The label get its inspiration from the Northern nature. Exclusive fabrics are used in strong silhouettes with a focus on details. Restructional Clothing House of svala Designer: Ninna Berger Restructional Clothing is a diversity of expressions that has its manifest in fashion and arts as well as handicraft, textile subjects, lyrics and clothing. All clothes are made of 100 percent recycled material, all fabrics comes from secondhand clothing and are made in Stockholm. Restructional Clothing ROOKIES FRIENDS