Costume Exhibits

Overview

Step into the glittering world of pop history at the Costume Exhibits within ABBA The Museum in Stockholm, Sweden. This dedicated section provides a visual feast of the iconic stage wear that became synonymous with ABBA's electrifying performances and global success. The museum, an interactive exhibition that opened in May 2013 on the picturesque island of Djurgården, prominently features these original costumes, offering visitors a tangible connection to the band's legendary career. Here, you don't just observe; you immerse yourself in the flamboyant fashion that defined an era, and can even virtually 'try on' some of these legendary outfits, becoming a part of ABBA's visual narrative.

History & Cultural Background

ABBA's fashion was as groundbreaking and memorable as their music, creating a distinct visual identity that captivated audiences worldwide. The story behind these dazzling ensembles is as intriguing as the designs themselves. Key figures like costume designer Owe Sandström and tailor Lars Wigenius were instrumental in shaping ABBA's post-Eurovision look, crafting many of the iconic outfits that followed their 1974 victory. Inger Svenneke also contributed to the band's initial Eurovision final attire.

A fascinating detail in the band's sartorial journey is its connection to Swedish tax laws of the time. Björn Ulvaeus famously revealed that the often outrageous and flamboyant nature of their stage costumes was partly a strategic decision. Costumes could be tax-deductible if they were deemed too unconventional or impractical for everyday wear. This unique legal loophole effectively encouraged designers to unleash their creativity, resulting in ensembles that were as colorful and 'unwearable' as possible for the stage. The result was a stunning array of glitter, feathers, layers, spandex, dramatic flares, towering platform boots, bold prints, and shimmering sequins that perfectly encapsulated the 1970s glam rock and disco aesthetic.

What Makes It Special

The Costume Exhibits are special not only for the sheer volume and originality of the pieces but also for the direct involvement of the band members. The museum proudly showcases stage costumes that were personally donated by Agnetha, Björn, Benny, and Anni-Frid. Many of these are the actual garments worn during their most famous performances and photo shoots. The exhibition presents these collected works within a modern, interactive environment, allowing the garments to tell their own story in a dynamic way.

The museum benefits from the full backing of the ABBA group, ensuring that much of the displayed material, including the costumes, comes directly from their private collections, guaranteeing authenticity and a personal touch. Each piece is a testament to the meticulous craftsmanship and daring vision of their designers, with some costumes even incorporating real gems, highlighting the extravagance and attention to detail. This commitment to authenticity and interactive display truly sets the costume exhibits apart.

Stories, Fun Facts & Local Details

Behind the sparkles and bold designs are numerous intriguing stories. Owe Sandström, a central figure in ABBA's costume creation, oversaw a team of four designers responsible for an astounding 500-plus outfits for the band. Many of these were painstakingly handmade and hand-painted. It is said that Frida Lyngstad had a particular interest in the design process, actively engaging with the creative team.

Björn Ulvaeus and Benny Andersson were known for their adventurous approach to fashion, often encouraging designers to go wild, believing that 'nothing was too wild or over the top' for their stage presence. A prime example is the iconic 'Waterloo' winning look, a vibrant mix of oranges, fuchsias, whites, silvers, and royal blues, featuring Agnetha's memorable white jacket with metallic chains, which Frida discovered in a Stockholm shop. Despite their extensive and varied wardrobe, ABBA only spent about three months on tour away from home throughout their career, largely prioritizing their family lives. Consequently, many of these elaborate outfits were also created for promotional photography rather than just live performances.

Visitor Perspective

As you explore the Costume Exhibits, you are invited on an immersive journey through ABBA's visual legacy. You will encounter the original costumes, gold records, and a wealth of other memorabilia that bring their story to life. The experience is highly interactive, allowing you to engage directly with the exhibits. Imagine yourself on stage with ABBA, or even better, step into a special booth to virtually 'try on' their legendary outfits, seeing how you look in Agnetha's 'cat' tunic or Anni-Frid's 'tiger' outfit.

The museum is designed to make you feel like the 'fifth member' of the band, providing a truly participatory experience. Enhance your visit with an audio guide, featuring the voices of Agnetha, Björn, Benny, and Anni-Frid themselves, narrating personal anecdotes and insights into their career, including the stories behind their unforgettable style. It's an unparalleled opportunity to appreciate the artistry, humor, and cultural impact of ABBA's sartorial choices, making for an unforgettable stop in Stockholm.