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Folkdräkt 2.0

by frenne on July 8, 2010

The Case Movie:

Sweden’s Tourist Association celebrated their 125 year anniversary. To celebrate this and point out its legacy the superior knowledge of Sweden, we strived to find something with as rich heritage. On top of that, we wanted to show that STF is renewing themselves and are always evolving.

We found a vessel, as old as STF. With as many interpretations as Swedens different variations. Something almost forgotten yet sacred and unchanged.

We found the Swedish Folk costume.

Folkdräkt 2.0 logo STF

Folkdräkt 2.0 was a competition in a collaboration with Swedens renowned fashion schools to update the Swedish folk costume, one for each province.

The 25 most promising designers got each a province assigned to them. To which they travelled to, stayed at STF’s hostels and got to experience what that province was all about. The gathered inspiration, met people and analysed the small things their province was built upon. The History, traditions and new trends became the foundation of their mission to update the folk costumes.

The contestants got each a blog where they could document the process from idea to finished costume.

The whole of Sweden could follow their journey and vote on their favourite. In the end there were 10 finalists left.

The finale was a big fashion show that were streamed live. A jury lead by Swedens fashion guru Kay Bond nominated the winner.

The reactions to Folkdräkt 2.0 were enormous. By having 25 messengers travelling around Sweden and charging each contestant with the patriotism of Swedens 25 provinces, media went wild. The Folk costume was so vibrant that the protectors of the folk costume went head to head with the people cheering for the initiative.

The result was over 14 features on SVT (public service TV broadcasting), over 12 features on TV4, countless mentions over Public Service Radio stations and even more articles in local newspapers including the front cover in a national newspaper SVD. An article about the winning contribution was commented almost 200 times and the SERP (Search engine results page) went from 3 hits to 278 000 hits.

The activity generated a PR value from 20 to 30 million SEK. And the total budget was 0.25 million SEK.

The winning costume was the contribution to Dalarna and was given to our crown princess Victoria as a wedding gift.

Foto: Daniel Cohn

See the project here

The fashion show

Or read the journey for each contestant.
Janna Berggren Lidia Blomgren Victoria Cleverby Åsa Copparstad Helena Garnfors Karin Granstrand Malin Henningsson Svetlana Hällsten Hanna Johansson Frostell Julia Krantz Jessica Ljung Karl Melin Elina Nilsson Kai-Åge Nordahl Åsa Norman Karin Nylinder Annie och Saga-Sofia Karoline Pettersson Anna Svensson Annika Wahlström Lina Westin Katarina Widegren Anna Zander

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