Launched together with our AW26 Collection is an updated brand look, including a refined logo, elevated packaging, and an updated e-commerce experience. This evolution reinforces what we stand for moving forward: a refined, confident, and unapologetically expressive approach, shifting how tights are perceived and worn.
The new packaging has a single full-bleed image across the front for you to see the product's details better. The new logo is embossed into FSC-certified paper for a tactile feel.
"The identity evolves to reflect this maturity while staying true to the core of Swedish Stockings. We focused on creating a visual language defined by simplicity and confidence while respecting the brand's heritage,” says Beatriz Gama, Creative Lead. “Across packaging and campaign, we wanted to present Swedish Stockings in a way that feels natural, contemporary, and fully integrated into fashion – rather than separate from it."
Across packaging and on the website, styled images and motion are added to create a better sense of the textures of the material, as well as the quality of Swedish Stockings legwear. Tights are not a functional afterthought, but rather a central styling piece within the modern wardrobe – a message we wish to convey with this new era.
