 At the first fashion show, the trees along Vasa Allén in Gothenburg were clad in yellow skirts to draw attention to the new event.This combined with the fashion show itself contributed to a major breakthrough and Fresh Fish was conveyed in positive terms in the media, for example the Gothenburg Post, the Metro, Manolo, and King.Each year, Fresh Fish has been portrayed in the media as something which filled a gap in the Swedish cultural, fashion, and design world.