Swedish designers want 'new identity'
By Qin Zhongwei | China Daily | Updated: 2010-10-21 08:29
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The Swedish Institute is running an exhibition to showcase the country's latest ideas in fashion. Photos by Wang Jing / China Daily |
Gone are the days when Swedes were linked only to buxom blond beauties and chunky meatballs. For the fashion-conscious in Beijing, the Nordic nation is now better known as the birthplace of elegant simplicity, a reputation carved out by ultra-popular furniture brand IKEA and high-street clothing store H&M.
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