I've Discovered the Scandi Version of Zara

This week, I discovered a Swedish Zara-like high-street brand I had never heard of before, and within 24 hours of finding it, our office had placed a bulk order. Gina Tricot was founded in 1997 and have over 180 stores, but it's relatively unknown here in the UK. However, thanks to the Scandi Instagram set, I think that's about to change. Even the likes of It girls Hanna Stefansson and Emili Sindlev are big fans of Gina Tricot (their pastel suits, square neckline tops and pink midi dresses are what caught my attention). The good news? The brand's pricing is really sharp—in fact, everything on my current wish list is under £50. Keep scrolling to see how some of our favourite influencers are wearing Gina Tricot, and then and shop the best pieces available now.