Swedish Midsummer


Today Midsummer is celebrated in all of Sweden. After Christmas it is the most celebrated holiday of the year. It always falls on a Friday and is a public holiday.

We at Alex&Elle stay true to the traditions of the day with the small difference that we celebrate it on the Saturday. We start the day with attending the celebrations at the Swedish Church in Melbourne and then have our own Midsummer party afterwards with all the traditional food.

The celebrations at the Swedish Church is open to anyone and start at 11am on Saturday the 22nd of June. The festivities include decorating the Midsummer pole, making the typical flower wreath and dancing around the Midsummer pole. There will also be entertainment by aTempo, a flea market and last but not least the cafe serving Swedish delicatessen. If you have time it is a lovely event.

Until the end of June we offer a special discount on the new design MIDSOMMAR that we launched last month. The typical Midsummer flowers, that are in blossom in June in Sweden, are printed on a high quality white cotton fabric and is available by the metre and as cushions, tablecloths, table runners and tea towels. To see the range please see this link.

Happy Midsummer!