Why everyone wants to dress like a Scandi girl and how to pull it off

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Copenhagen Fashion Week’s AW24 show set the tone for the Scandi style trends to watch this year. Here’s everything you need to get the look.

When you think of countries and places that influence fashion trends, perhaps New York, London, Milan and Paris would immediately spring to mind. They are, after all, considered the fashion capitals of the world, and home to the most prominent Fashion Week events.

There’s one region, however, that’s recently risen to prominence in terms of fashion, and could now be considered on a par with these style powerhouses: Scandinavia.

What is Scandi style?

Whether you’ve noticed or not, Scandinavian style has had an impact on how we dress for the past decade or so. Brands such as Ganni, Acne Studios (the creator of those viral pastel scarves) and Cos have infiltrated our Pinterest feeds and become staple labels of the fashion conscious on a global scale, while Scandi influencers such as Matilda Djerf and Sophia Roe have become household names within the fashion industry.

“The Scandinavian fashion trend combines elements of boho chic, femininity, minimalist basics and playful designs,” says global fashion expert and trend forecaster Disha Daswaney. According to Disha, the trend does differ slightly depending on the Scandinavian country in which it originates. “The key differences between regions are important to note,” she continues. “In Sweden, there’s a focus on classic styles in neutral shades, whereas in Norway, femininity is a key focus, and fashion in Denmark is generally more playful in nature.”

Stylist Oriona Robb agrees, stating functionality and simplicity as two main characteristics of Scandinavian style. Unlike other fashion trends — or micro-trends — that have gained popularity as of late, Oriona believes Scandinavian style will stand the test of time.

When did Scandi style become popular?

“Scandi style began gaining popularity internationally in the early noughties, and has since become a global phenomenon,” says Oriona. “Unlike other fad trends, the style is built around timeless and practical pieces. I always incorporate it into creating a timeless wardrobe, as it’s a classic look, and the pieces centred around it hardly ever go out of style.”

How do I get the Scandi look?

Those who are looking to channel the look will find Scandi-inspired pieces in the likes of Cos and & Other Stories on the high street, and Ganni, Toteme, Anine Bing and Acne Studios for more luxury items. “These brands offer a range of affordable to luxury items that either are Scandinavian in origin, or perfectly embody the Scandinavian design ethos,” says Oriona.

As for specific pieces, Disha recommends investing in a maxi skirt, shag or trench coat, and a sheer dress as three Scandi-inspired basics for your wardrobe. “The shaggy coat is a new staple to have on your radar, being driven in popularity by the cosy Scandinavian aesthetic. A sheer dress embodies femininity, and details such as floral corsages and textured sleeves really help to modernise the look. Finally, a maxi skirt in a bold colour or pattern is a trend that isn’t going anywhere and can add versatility to any look.”

Three Scandi brands to have on your radar

1. Mølby The Label

A women’s clothing brand with both Scandinavian style and sustainability at its heart. Founder Karina Molby, of Danish heritage, has always been inspired by Scandinavian style, and is passionate about alleviating the need for fast fashion through quality, handmade pieces with an affordable price tag. The Olive Green Gingham Dress is a perfect wardrobe staple, complete with puff sleeves and a fun print that perfectly embodies Scandinavian style. Pair with trainers for a fun summer daytime look, or boots and a leather jacket for an evening outfit. molbythelabel.com

2. Ganni

A Danish fashion brand, originally founded by Copenhagen gallerist Frans Truelsen, before being taken over by creative husband-and-wife duo, Nicolaj and Ditte Reffstrup. Today, the contemporary ready-to-wear brand is adored by ‘it’ girls worldwide — with the hashtag #GanniGirls having been used around 110k times on Instagram. Its ethos is to create clothes that evoke fun, confidence and femininity. As part of its collection, you’ll find essentials such as blazers, jeans and blouses, as well as more eclectic pieces such as leopard-print dresses and floral-print skirts. theoutnet.com

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3. Bite Studios

Founded in Sweden, Bite Studios blends both style and sustainability. Its founders — another husband-and-wife duo, Veronika Kant and William Lundgren — are both incredibly passionate about fashion and environmental issues. The brand creates small batch, hand-finished pieces designed to become staples within your wardrobe, each crafted from organic and low-impact textiles. Its outerwear pieces will stand the test of time, while its fibre-blend trousers are a true Scandi wardrobe staple. bitestudios.com