Last weekend in Stockholm, I laughed from ho to huzzah on the afternoon before spring and conducted an innovative fashion show for first-year record label SSON. It starts from the Skanstull metro platform and continues the stairs, crosses the streets of Södermalm, and is built at the comfortable headquarters of Kvatalsrapport (event organizer), about five minutes’ walk. Actions were taken from iPhones at four different locations along the route and shared via Twitch, so those in the studio (Bem Subot subot played the sound), such as Me logged into a sea from home, can look at the fashion of “democracy” and the idea of alternatives to traditional running, an alternative to traditional running. This is an issue-solving event and sustainability.
SSON, Autumn 2025 Adult Clothing
The son was founded in 2024 by Yulia Kjellsson and her business partner Ellinor Håkansson, whose mission is to do different things. “We want to prove that you can do stylish without compromise. You can use materials that already exist and keep them [everything that] The designer explained on the call: “It’s exciting, but basically no harm. Although there are some experimental designs in the first two collections of SSON, the focus is on tweaking the classics (pants, tops and coats).
Sson (meaning son) plays a typical Swedish surname, such as Kjellsson, “in Sweden it is the name of an ordinary worker, and it is not very high or considered beautiful,” the designer said. Her desire to “change the relationship to a common name” is parallel to what she generally wants to do with the line, which is to turn neglected things into something more common than normal. The idea is to eventually become scalable.
Although she has always been creative, Kjellson, 34, said she was late to fashion: “It’s not the life I dreamed of myself in my life,” she said. When she was in her 20s, she felt “young and lost” and the designer inherited her grandmother’s sewing machine, and things began there. After studying in Stockholm, she enrolled in Esmod Berlin and graduated in 2016. It’s tricky to figure out what’s next. “I really want to work with fashion, but I want to do it in a way that I’m really proud of,” Kjellsson said. “I love the part of the creation, I love the craft, I love the storytelling, but I’m also very interested in politics and society, I’m a sensitive person, very aware of the times around me, it’s big for me.”
