Gina Tricot is doing something right

One of the looks

Based upon the number of female shoppers we see walking around the city with Gina Tricot shopping bags, it is fair to say that the fashion label is doing something right.

“What makes us different from the others is that we are following the trends and fashions closely and responding to them very fast. We have fresh products in our stores every day, faster than anyone else. Our stores look different every week,” PR and press manager Alexandra Davidsson explained when we met up cozy Café Sturekatten in the Östermalm district during the second day of Stockhom Fashion Week.

Ten years ago, Gina Tricot was, mainly selling tricot garments. Today, the brand has everything from denim and cotton to silk and lacy lingerie. The quickly expanding chain has evolved into an rival to the other big regional retailers, with over 135 shops in Sweden, Norway, Finland and Denmark. “We have two main trends for the Spring. One is the Farmers’ Trend, with prints and denim in a Western style. We call our other trend “Globalista,” which is about the world traveler girl.”
Photo: Felicia Margineanu

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Dates to write on your calendar

Stockholm street scene: Photo, Imagebank Sweden

The next Mercedes-Benz Fashion Week at Berns Salonger will take place January 31 – February 2, 2011. Designers who wish to show their designs on the catwalk need to send an e-mail to to Anna Eriksson at the Association of Swedish Fashion Brands, ASFB, anna@asfb.se.

The Copenhagen Fashion Week will take place immediately afterwards, from February 2-8.

The Stockholm Fashion Week for Retail collections will take place November 22-25, and is not open to the general public. This is the time when the big retailers show what most people will be wearing in the Spring. Among the participants are Åhlens, Gina Tricot, Gant, Kappahl, Lindex, H&M and JC.