The Swedish fashion industry is pushing for a digital and sustainable future. Briefly paused last year and back onto the fashion week calendar in 2020, Stockholm Fashion Week held its first online show at the end of August, just days before the official fashion month kicked off. This time, the completely digital event put sustainability and digital innovation at the forefront to respond to the new market narrative and to showcase ideas and designs in the notion of a ‘new normal’ tackling circularity, and diversity, digitization, and climate action. Catarina Midby shares her insights on Stockholm Fashion Week, and how it has adapted to the