Foto: Andreas Sundgren, andreassundgren.se

FRESH FISH 10

Fourth edition of Fresh Fish, Gothenburg's annual fashion fair and the contest is over and this years Fresh Fish is elected!
It became a designer Thorhildur Johannesdottir with her brand TOTA who took home the victory!

For this achievement she gets 20 000 SEK in cash, an inspirational trip up to a value of 20 000 SEK, a subscription at WGSN worth 250 000 SEK and the honor of designing a unique collection for the fashion company Nelly.com. The collection will be produced and sold at Nelly.com. As the icing on the cake, Thorhildur also got the greatly desired Fresh Fish Statuette of a thimble made of real gold.

The jury justified their choice of "Best Fresh Fish" as follows:

With an elaborate collection that breathes sensuality, purity and femininity Thorhildur Johannesdottir succeeds in a appealing way to give us a design that feels both modern and timeless. In a zeitgeist filled with anxiously trend-seekers the winner stands out from the crowd with self-evidence and a sense of fit and high material knowledge. Tasteful, stylish, sensual and contemporary.


We would like to thank all our sponsors, our ambitious and hardworking volunteers and all visitors, who defied the snowstorm, and helped make Fresh Fish 2010 to the most successful and well attended exhibition to date.

Hope to see you again next year!