With Stockholm fashion week being the largest fashion event in Sweden each fall, there are many expectations on how the event is being handled, from individuals within the industry and non-industry individuals as well. However, with the various societal and global issues that are connected to the fashion industry, such as negative environmental consequences, poor labor conditions in the manufacturing stage and the somewhat dubious natures that models have to endure. This, in turn, begs the question of whether a fashion event such as Stockholm fashion week can be sustainable. Even more important, How is Stockholm fashion week depicted by news articles from the fashion industry and Swedish news outlets? In addition to this broader research question, there also has to be an emphasis on how the different fields (Friedland, 2009) participating in the fashion event emerge with each other and how an individual's habitus (Bourdieu,1957) can be changed with fashion and fashion events.  This research, therefore, had as its aim, via qualitative content analysis as the method, to get a greater understanding of how Stockholm fashion week is being depicted by three fashion industry articles and three Swedish news outlets, in addition to getting a greater understanding of the fashion industry as a whole. By analyzing these articles, and the content within there would emerge patterns of which journalist behind the articles, elected to depict Stockholm fashion week in various manners. This resulted in depictions from journalists suggesting notions such as that Stockholm could be the new fashion capital of Scandinavia to journalists encouraging the readers to be more aware of the negative impacts of clothing and fashion.  These types of results could imply that a large part of the way that the fashion event was depicted was due to two notions. The first is that the journalist behind the article has somewhat free reins when it comes to the manner of content in the article, which can encourage non-individuals in both positive and negative ways. Secondly, is the notion that many journalists have to keep in consideration their profession as journalists (International Federation of Journalists (IFJ),(2019) when they mix up their journalistic field with the fashion field (Friedland,2009). Conclusively, the research gives a greater understanding of the Swedish fashion industry and the importance of the journalist and news, which could be even further researched in future projects. / Med Stockholms modevecka som det största mode-eventet i Sverige varje höst, finns det många förväntningar på hur eventet hanteras, även från privatpersoner inom branschen och privatpersoner utanför branschen. Dock med de olika samhälleliga och globala frågor som är kopplade till modebranschen, som negativa miljökonsekvenser, dåliga arbetsvillkor i tillverkningsledet och de lite tveksamma naturer som modeller får utstå. Det väcker i sin tur frågan om ett mode event som Stockholms modevecka kan vara hållbart. Ännu viktigare, Hur skildras Stockholms modevecka av nyhetsartiklar från modebranschen och svenska nyhetskanaler? Utöver denna bredare forskningsfråga måste det också finnas en betoning på hur de olika fälten (Friedland,  2009) som deltar i modeevenemanget växer fram med varandra och hur en individs habitus (Bourdieu, 1957) kan förändras med modet. och modeevenemang. Denna forskning hade därför som mål att, via kvalitativ innehållsanalys som metod, syfta till att få en större förståelse för hur Stockholms modevecka skildras av tre modebransch artiklar och tre svenska nyhetskanaler, förutom att få en större förståelse. av modebranschen som helhet. Genom att analysera dessa artiklar, och innehållet däri, skulle det framkomma mönster av vilken journalist bakom artiklarna, som valt att skildra Stockholms modevecka på olika sätt. Detta resulterade i skildringar från journalister som antydde föreställningar som att Stockholm skulle kunna bli Skandinaviens nya modehuvudstad till journalister som uppmuntrar läsarna att bli mer medvetna om de negativa effekterna av kläder och mode. Den här typen av resultat kan antyda att en stor del av sättet som modeevenemanget skildrades berodde på två föreställningar. Det första är att journalisten bakom artikeln har lite fria tyglar när det kommer till innehållssättet i artikeln, vilket kan uppmuntra icke-individer på både positiva och negativa sätt. För det andra är uppfattningen att många journalister måste ta hänsyn till sitt yrke som journalister (International Federation of Journalists (IFJ),(2019) när de blandar ihop sitt journalistiska område med modeområdet (Friedland, 2009). Sammanfattningsvis ger forskningen en större förståelse för den svenska modebranschen och vikten av journalist och nyheter, vilket skulle kunna forskas ytterligare i framtida projekt.

<p><strong>Background:</strong> Over the past few years Swedish fashion has expanded and gained attention, both in Sweden and abroad. Every year fashion weeks take place around the world with the purpose of showcasing fashion designers new collections for the up-coming season.</p><p>Fashion week in Sweden is arranged in Stockholm four times a year in the end of January, in February, in the turn of June and July and in August. The different occasions have different activities and focus. The main focus of January and June/July are fashion shows and the main focus of February and August are trade fairs for buyers and wholesalers. The fashion shows and trade fairs are closed to the public, but other fashion events directed to the public takes place during these weeks. Seeing as many stakeholders are involved in fashion week they all have some kind of relationship to one another. This makes fashion week in Stockholm an interesting case to study and analyze from a sociological theoretical approach.</p>

Background: Over the past few years Swedish fashion has expanded and gained attention, both in Sweden and abroad. Every year fashion weeks take place around the world with the purpose of showcasing fashion designers new collections for the up-coming season. Fashion week in Sweden is arranged in Stockholm four times a year in the end of January, in February, in the turn of June and July and in August. The different occasions have different activities and focus. The main focus of January and June/July are fashion shows and the main focus of February and August are trade fairs for buyers and wholesalers. The fashion shows and trade fairs are closed to the public, but other fashion events directed to the public takes place during these weeks. Seeing as many stakeholders are involved in fashion week they all have some kind of relationship to one another. This makes fashion week in Stockholm an interesting case to study and analyze from a sociological theoretical approach.