Fashion

Scandinavian Style has its moment

The internet’s Fashion girls this year have decided to give rest to the Parisian style we’ve seen most of them taking inspiration from and dawning since the past year or two to now, taking inspiration from the ‘Scandis.’ 

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‘Scandi’ is short for Scandinavia, collectively referring to a subregion of Northern European countries Sweden, Norway, and Denmark. 

As new as it seems, the Scandi style has been popular for a while, thanks to Copenhagen Fashion Week, an emerging fashion capital for Sustainability. People are taking notice of it now as it seeps into the mainstream. Parisian and Scandinavian styles look the same to onlookers: Classy, timeless, minimal, and effortless. While this isn’t incorrect, there are essential differentiating factors. The Scandi kind gives us enough room for trial and experimentation with pieces, colors, prints, etc. It is not focused on intentionally making a “Bold fashion statement” like the Parisian is. 

The Scandi way of dressing has a more playful and quirky approach to minimalism with the mantra of ‘Less is Mor’  and Sustainability incorporated in one way or the other appealing to the population that stands for ethical fashion. 

If this sounds like how you dress or want to, we have a pick of Scandinavian brands, quite different from one another, that aren’t H&M in style but the very H&M in its pricing that doesn’t hurt your wallet.  

Ganni

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The label by husband and wife duo Nicolaj and Ditte Reffstru has garnered attention as ‘the ultimate Scandi brand’ and created a fan base among fashion enthusiasts in just a couple of years. While known for its eccentric designs to bring a sense of individuality to the clothing, the brand’s long-term goal has been to create garments that are classic in their structure and made to last. A work in progress in sustainability, the brand has been working relentlessly to become more responsible by tackling the Supply chain transparency, tracing byproducts through its various stages and working with dead-stock fabrics, and upcycling those to create new garments.

Hosbjerg

Image Source: Hosbjerg
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Founded in 2014 by Camilla Hosbjerg, the intent was to create and offer good quality products at reasonable prices, which had been absent in the industry then. Taking inspiration from her early life, when she was a  professional badminton player, Camilla created the brand’s identity, essence, and design to seamlessly amalgamate comfort with a sporty aesthetic and a hint of playfulness to emphasize the famine and modern-day women. The brand features pieces with delicate designs disrupted by bright colors and funky prints, which differentiates the brand from its contemporaries while staying innovative and relevant. 

By Malene Birger

Image Source: bymalenebirger.com
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One of the first Scandi brands to garner international attention since its launch in 2003, it is heavily inspired by men’s Formal attire to create pieces for women to be easy to style even outside their 9to5 jobs. The pieces have a relaxed, modern fit, giving birth to the contemporary bohemian aesthetic. The fabrics and materials used for the garments are carefully selected to create long-lasting capsule pieces dedicated to adopting a circular approach to fashion and being more mindful of the garment’s life cycle.

Saks Potts

Image Source: Selfridges.com
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Cathrine Saks and Barbara Potts’ brainchild, established in Copenhagen in 2014, celebrates the very life of Copenhagen, its history, culture, food, and art from all the different parts of the capital city to portray it in its designs combined with the 90’s minimalism and modernism to create clothing for the women of today. The brand is infamous for its fluffy coats and jackets. However, the recent collection features more feminine pieces of flowy nature, quirky in texture and playful with prints and colors to create a sophisticated wardrobe for women that compliments and empowers their personality.

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Beepasha Jani
Beepasha Jani

 A 23-year-old Londoner born in Mumbai and raised in the Middle East who loves skating,
cooking Ottolenghi recipes, spending weekends with friends at Comedy clubs, is a hardcore Bollywood music fanatic and above all, an advocate for Fashion with a growing interest in the sustainability aspects within the field.

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