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.
Take a scroll through the street style photos from recent fashion weeks below, and you're more likely to spot rainbow hues and pattern clashes than head-to-toe black outfits (as one might have once expected).
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.
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.
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.
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.