STRÖM designer Erika Strömqvist was born and raised in a rural town in the north of Sweden, population twenty-five. The model-turned-designer grew up on a farm where she would rework her three older sisters’ hand me down jeans to make them all her own. At the age of eighteen Erika was discovered in Stockholm and began her modeling career in Paris and London where she befriended photographer Corinne Day at one of her very first castings.

Corinne’s fascination with non-traditional beauty and what she found to be “interesting” in fashion photography had a profound influence on Erika. Their friendship and collaboration early on, set the stage for Erika’s unique experience in the fashion industry. She went on to walk runways for every important European fashion house including Chanel, Balenciaga, Alexander McQueen and Miu Miu (to name a few) and shot with renowned photographers such as Steven Meisel, Paolo Roversi, Arthur Elgort and Bruce Weber. Throughout her career, Erika worked with some of the industry’s most celebrated designers including Nicolas Ghesquiere, Karl Lagerfield, Calvin Klein, Marc Jacobs and Ann Demeulemeester. For over a decade Erika spent many hours in the world’s top design houses learning attitude, style, fit, and technique from fashion’s best.

“For me fashion and particularly denim is about feeling and looking good without trying too hard,” says Strömqvist. “STRÖM is about the right attitude, understated and streamlined, to enhance your own style – it’s personal and contemporary, yet timeless.”

STRÖM brand is the fusion of Erika’s unique artistic flare and active entrepreneurship. Encompassing her passions for fine art, architecture, fashion, and nature, the brand conveys an effortlessly chic attitude with a classic appeal. From her early days in Sweden, to her portfolio of work in the fashion industry, Erika looks forward to launching STRÖM as a brand with global potential.

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