The Swedish fashion industry is internationally successful and between 2010 and 2020 the fashion companies' export of goods has increased every year, according to a report from the Swedish Fashion Council.

In 2020, Swedish fashion was exported to a value of SEK 32 billion.

But it is not only large groups that contribute to the export of fashion goods, but also more niche designers have put Sweden on the map.

Several of them have designed clothes worn by major world artists such as Dua Lipa, Stan Smith and Björk.

- More than fashion, identity linked to clothes is important to me.

When you work with artists, it's about bringing out the person, says fashion designer Selam Fessahaye, who dressed both Crown Princess Victoria and Beyoncé.

Watch the documentary series The Swedish Fashion on SVT Play.

Swedish fashion talkies through the ages

  • The 00s: "Pop röven"

    29 sec

  • The 70s: "Hanging velor hedges"

    24 sec

  • 80s: Underpants revolution

    34 sec

  • 70s: Striped children's clothes

    37 sec