It’s a fact: Scandi-girl style is a total anomaly. Loved by most and interpreted by many, Scandinavian fashion has long been the subject of books, blogs, and social media accounts, many of which are dedicated to mastering that seemingly effortless cool factor. And still, the mystery remains.
Scandinavian style has long been admired for its use of neutral colors, oversized tailoring (think: Mary-Kate and Ashley Olsen), and denim with everything. But today, Scandi brands are taking a totally different turn. The most surprising development in the aesthetic is probably the use of print – and lots of it. Florals and leopard print are the key players and often paired with a bolder-than-bold color palette. Other brands, however, are after a slice of that millennial magic through their use of noughties silhouettes and kitsch accessories.
From sporty to risk-taking, read on as Savoir Flair dishes the dirt on four impossibly chic (and ever-growingly popular) Scandinavian brands that promise to add oodles of cool to your wardrobe.
Copenhagen-based label Ganni is arguably the most fashion-forward and widely loved Scandinavian brand in the industry. Its playful aesthetic has been a hit with street-style stars since its launch, but the past five years have seen the brand’s popularity grow immensely. Husband-and-wife duo Ditte Reffstrup and Nicolaj Reffstrup put this down to their goal of changing the way people view Scandinavian brands and adopting a fun approach to fashion.
Baum Und Pferdgarten
Since founding their brand in 1999, #FemaleBoss duo Rikke Baumgarten and Helle Hestehave have changed the Scandi-brand game. Their collections merge sporty details – like colorful piping and tracksuit pants – with structured touches like printed blazers and tailored dresses, which culminate in the ideal day-to-night wardrobe.
Love Child 1979
Much like all new-wave Scandi brands, Love Child 1979 focuses on feminine pieces through its prints and color palettes, whilst remaining deeply routed in Scandinavian signature details: beautiful tailoring and masculine silhouettes. Creative director Anne-Dorthe Larsen and her all-women design team create pieces that are designed to be loved and worn daily – they transcend fashion seasons and allow you to really express your personality.
Undeniably the most outlandish brand on this list, Saks Potts was created in 2013 by Barbara Potts and Cathrine Saks who, at just 23 and 24 respectively, are already creating huge ripples in the Copenhagen fashion river. Their entire aesthetic champions the celebration of the untraditional-streetwear culture and the spirited side of fashion. As they continue to challenge the typical Scandinavian stereotype, we’re pitting this pair as the ones to watch.