'Scandi style' - whether it be interior design or clothing, it's a creative philosophy that seems perennially on trend. Yet the Scandinavian principle of design is timeless - quite the opposite of what we'd associate with a fleeting fancy. Its' mantra of simplicity and functionality could easily deceive you that Scandinavian styling would be the graveyard of creative expression - if anything, there's a freedom in the less is more approach.
I won't lie, I initially I thought what I knew about 'scandi style' was uninspiring and intimidating - clean, bold lines and lots of monochrome? All this pristine white that I'd be bound to stain quicker than you could say hygge? Essentially, what I'd thought up was very boring office wear with maybe a pair of jeans and snow boots thrown in. Embarrassingly, I couldn't have been further from the truth.
There is more to the Scandinavian brands than the aesthetics - most (if not all) of the brands that I came across have a focus on ethical and sustainable manufacturing. It's easy to understand why - Scandinavia is home to reams of natural beauty. But, regardless of where we are in the world, we all have a responsibility to promote sustainability in the fashion industry - to look and feel beautiful should not have to cost the beauty of our planet.
Below are some of the brands that epitomise nordic chic that I found whilst trying to decipher the 'scandi style'.
Not only is this beautiful brand miles off the cold and straight-edge depiction of Scandi style that I'd conjured in my head - it has pieces for every woman regardless of age or shape. Rooted in inspiration from artists and other creatives, each collection has a message behind it - even an ethical one with the newest capsule collection sourced from sustainable materials. The colours and fabrics are playful but sophisticated so to empower individuality.The tailoring is so beautifully deliberate that there's no way you can forget that this is indeed a Copenhagen brand.
This brand has been the pinnacle of what you'd associate with Scandinavian style since 1994. I love that this brand is simplistic - almost to the point where it could be labelled as boring - but deliver a chic edge that catapults their clothing in a completely different direction.
Even if you're not in the market for new clothes, Bruuns Bazaar's instagram should the source of inspiration for your next outfit.
Just a peek at the 'inspiration look books' that their website offers will quash any doubts you might have about Danish design. There's not just a skilled craft to the design but there's an artistry in the way this brand has executed their editorials.
Sometimes when you hear the words 'sustainable' and 'ethical' it can probably feel like you're about to receive a lecture - probably because we all feel a little guilty about the way in which we might be impacting the planet. But rather than lumbering me with guilt, reading Gestuz's CSR initiative (found on their website) left me feeling somewhat educated and empowered to consider holistically the impact of the clothes that I buy, and where possible help buy into similar initiatives.
disclaimer: all opinions expressed are my own and are not in affiliation or partnership with any of the companies aforementioned. The images used are not mine and were sourced from their respective links found in the text associated with each image.
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