If I had to summarise what I love about Scandinavian style, it'd be because it feels like Scandi style stars actually wear whatever they want on any given day. It's as though they wake up and say, "The world is yours—put on what you please."
The Scandinavian fashion industry has seen a lot of change over the past few years. With the introduction of cult brands like Ganni, Stine Goya, Cecilie Bahnsen and many more, the overall perception of Scandi style has dramatically shifted. While Scandi has long been presumed to live in the realm of minimalism, many of the influencers have been pioneering of a more dramatic and pretty outrageous approach to personal style, often supporting these new names in doing so.
But as much as the street style is a direct reflection of the changing fashion industry in Sweden, Norway, Denmark and Finland, there is also a strong sense of fun behind the originality of Scandi style. The outfit ideas seen across the Scandinavian fashion weeks are hands down my favourite. Be it flip-flops with smock dresses, oversized sneakers with cycling shorts and a massive blazer, or knits and slip skirts, so many major outfit ideas have come from Scandinavian influencers.
Of course, the direct and intimate access to the emerging designer brands helps, but so much of what makes Scandi style enticing is the playful and free attitude. I look to these ladies to ease my fears about trying new trends, and also as leaders of a more vintage-based, exciting idea of sustainable style.
In following so many Scandi influencers for that reason, I've come to realise that there are three new pillars of Scandi style in addition to minimalism. Keep scrolling to discover them and meet the influencers leading each style movement.
1. THE COMBINATION RULE-BREAKERS
Though these women have very different personal styles, they all have one thing in common: the ability to combine unexpected pieces into a whole new look or vibe. Whether it's layering shapes, styles, mixing vintage with designer or accessorising, each of these ladies has taught me a few simple tricks that have made a big difference in my own idea of style.
At 21 years old, Oslo-based Maren Schia might be young, but she's already teaching us so much with each outfit. She layers trends and patterns but manages to look comfortable and cool at the same time.
Karoline Dall always spots the best high-street pieces (especially dresses) first and layers them in a way you'd think they are way more expensive than they are, often pairing print on prints with simple accessories.
As the owner of the ultra cool vintage store Collect 23, it's no surprise Julia Blichfeld piles on a layer of vintage pieces from different decades and styles and still manages to make them look fabulous.
Marie Hindkaer layers beige and neutral tones with prints and athleisure pieces to ensure her style is like no one else's.
2. THE PEACOCKS
I'm classifying these women as the peacocks because they are unafraid to let their style be the centre of attention. In a similar vein to Iris Apfel, these women take joy in the theatre of fashion and inspire me to not care at all about what people think of me. If you find joy in your outfit, that's what matters, and these women embody that philosophy.
I had to put Jeanette Madsen and Thora Valdimars together because they are essentially inseparable during fashion month, their outfits often complimenting each other. As co-founders of cult dress brand Rotate Birger Christensen, they are pioneers of changing the perception of Scandi style.
As one of our regular fashion week correspondents, Susan Stjernberger is a street style photographer and PR rep with the coolest looks. Super bubbly and always trying bold trends, her feed is a great mix of mobile-first street style pics and fab outfits.
While many Scandi style stars are pastel masters, Nina loves bold colours with white accents. Be it neon green, fuschia or bright orange, she always pops at fashion week and will be a ray of sunshine on your feed.
As a Stockholm-based stylist's personal assistant, Anna Winck's often outrageous outfits differ from one to the next, making her exact style difficult to classify in the best way.
3. THE MINIMALISTS
Scandi bloggers were the leaders of the minimalist style movement, and there are still a few that we all can always rely on for the less-is-more approach to personal style. I love that though they stick to neutral tones, they use shapes and detailing to keep each look original.
I found Sara among one of Who What Wear's tagged reader photos and just loved her fun and youthful outfits.
4. THE PASTEL QUEENS
Pastel-hued feeds are so pleasing to look at, so it's no wonder that they are becoming increasingly popular. These women use each outfit as a lesson in pairing the softest Pantone shades, using fabrics like silks and light cottons as their base. Often choosing head-to-toe of one colour, this might just be my favourite new style pillar.
Trine Kjaer opened my eyes to the possibilities of a trouser-based outfit. She owns many pairs of trousers, all high-waisted and wide-legged, but in different colours and patterns. With those as her base, the rest of her each of outfits fall into place.
Copenhagen-based Simone Noa wears pastel hues of evening wear in the day like she's tossing on a T-shirt. Whether it's a frilling one-shoulder top or a beaded dress, she pairs her fancier pieces with sporty sandals and vintage bags.