Acne, Weekday, COS, H&M…. there’s a very hefty chunk of many a fashion conscious girls’ wardrobe that relies on Sweden’s most stylish exports. Whether with high fashion prices tags or the bargain high street prices, the Scandi-cool aesthetic of bloomin’ brilliant denim, strangely attractive minimalism and the snuggliest knits in the biz has had fash packs across the globe hooked for a very long time.
But until now there’s been one MAjor Swedish fashion thing we’ve not been able to get our mitts on…. So, without further ado, after YEARS of waiting and patient mouse-clicking, the number one Nordic eCommerce site, Nelly, has finally launched in the UK. Yippee!
L-R: Isone dress, Musta belt, Nelly Trend jacket, Nelly collar, Nelly Sandals, Nowhere biker cardigan
And if you don’t know the reason for our joyful yippees, then get this: Scandi style bloggers practically live and die by what’s hitting Nelly each and every week. But to be honest, it’s no wonder when you consider the 800+ brands that they feature on the site. As well as all of the best beauty finds and the coolest labels for boys (you can do some great brother/dad/boyfriend shopping here), there’s even a section of inspiring and super-chic maternity wear.
L-R: By Malene Birger pants, Three Little Words jumper, Nelly sandals, Vero Moda skirt, Nelly earrings, Glamorous sheer dress, Filipa K trench
The under-the-radar labels we’ve been particularly lusting over are as follows: Nowhere (great for super-sleek minimalism and doing that sports luxe thing easily), Nelly Shoes (so fash forward) and Three Little Words (good for a basic-with-a-twist). As you’d expect, there’s also a big selection of the names you’ll already be familiar with from this seriously stylish region, so 2nd Day, Gestuz, Acne, By Malene Birger, Filipa K, Cheap Monday and Whyred are all under the online Nelly umbrella.