DereDere goes to Attitude STHLM 2014

DereDere (or at least one third of it) went out and about this Saturday, checking out the fashion scene at the Attitude STHLM fair. It’s an annual event that claims to be the biggest Nordic affair of the sort, gathering the leading brands, designers and trendsetters from all over the world. You can read more about it on their site: Well, I wouldn’t say that I was particularly impressed, but it wasn’t exactly all that bad either. All in all, it was a pretty interesting way to spend a Saturday.


I didn’t stay for too long, so I only got to see a Model Convention, basically a model audition on a very large scale. I was quite impressed with how many girls and guys actually participated in the event. But with scouts from model agencies like Wilhelmina and Ford Models, no wonder.


Its was pretty fun to watch the aspiring models work the catwalk. A sort of real live Sweden’s Next Top Model experience, so to say.  And having watched quite a few series of the famous show, (including the Korean version and the latest Guys and Girls season) I could almost imagine the nerves and drama behind each participant’s runway walk.


During breaks in the model auditions, I had a look around the various stands with various offerings of clothes, make-up, books a.s.o. and finally ran into a nail design championship. I believe they had been hard at work for some time before i arrived, because my eyes started to sting from all the chemicals the moment I walked into this part of the fair.


But the busiest stand was maybe the L’Oreal Christmas Market. It was so prettily arranged, how could anyone keep away?


Was anyone one else there? Did you have the same experience, or do you think I missed out on the most parts of the fair?