and design

The Fashion Brand journey began in 1954 as a lingerie boutique in Alingsas, Sweden. From there, we have added womenswear, kids and men's clothing, cosmetics and accessories to our crisp, chic, contemporary collections. That lingerie boutique is now joined by nearly 500 stores offering the complete Fashion Brand collection around the world.

We are proud of our Scandinavian roots, and place great importance on quality


The Fashion Brand production process is a global experience. We select high-quality raw materials, such as cotton grown under the Better Cotton Initiative in India.

We do not own any factories, and work with independent suppliers and factories around the world. Our on-site Fashion Brand staff works alongside local factory employees to ensure our designs are achieved under the best operating methods. On the factory floor, we begin by knitting the fabrics we use. The knitted fabric is then passed on to the dyeing station to create the unique Fashion Brand. The dyed fabric is formed as the finished garment begins to take shape. The craftsmanship involved in producing the maximum number of garments out of each piece of fabric is a true art and one that we value greatly.

From our head office in Gothenburg, Sweden, our extensive team of designers, purchasers, assistants, pattern designers, product managers, and purchase controllers bring ideas to life.

Our fashion


A world class fashion experience – our vision and what we strive for in every decision made by Fashion Brand designers. World travels by our buyers and designers merged with Swedish freshness and simplicity, makes our fashion and accessories easy to wear in all occasions.


Driven by our vision and values, we inspire fashion-conscious women.

Our high expectations are met with excellent opportunities to influence the Fashion Brand and develop professionally at an exciting fashion company. With over 100 internal career options in 21 countries, there are so many possibilities.



The Fashion Brand women's assortment is feminine, crisp and comfortably stylish - making you both look and feel attractive. Clothes characterized by confidence. Great style which doesn't compromise on quality or fit.


A collection with urban, feminine elegance and a well dressed woman in focus. Smart, flirty and stylish.

Holly & Whyte

A preppy lifestyle concept with a fun, quirky and feminine touch. Redefined classics mixed with joyful colours and prints.

We connect as a team to deliver fashion for all occasions and strive to give each customer an outstanding shopping experience.


With nearly 500 retail stores in 16 markets and Fashion Brand Online Shop open around-the-clock in 28 countries, our stores are the core of our brand. A fresh, stylish, inspiring experience awaits customers in each and every Fashion Brand store.