Think 'Scandi' and likely what comes to mind is sophisticated grey tailoring, nail-biting crime dramas and self-assembly furniture. But, there is much, much more to this peninsular than Acne and Ikea.
With a climate dominated by winter, Sweden, Denmark and Norway’s top designers have taken to embracing the weather by fashioning wardrobes in mood-lifting colours and tactile textiles. They've cracked a way to make being toasty not come at the sacrifice of feeling chic.
The Best Need To Know Scandi Brands
1 of 14GANNI
We all want to be a #GanniGirl. Easy to wear and effortless, Ganni's pieces are the perfect addition to our winter wardrobes, plus there is no one designer behind the brand's concept which means you can find items that really bring out your individual style. The buzz around Ganni led to an influx of mid-market brands following suit and paving the way for affordable luxury. Loved by influencers and the fashion industry alike, we vote Ganni as the ultimate Scandi brand.
2 of 14Samsøe Samsøe
So nice they named it twice! Samsoe+Samsoe are the epitome of refined design: minimal tones, tick, wool coats, tick and tailoring, tick. Despite their unpronounceable name, we think their pieces are the dream.
3 of 14Filippa K
The 3 S's: Simple, Swedish, Stylish. From leather wrap skirts to faux fur jackets and a new collection with '70s influences at its core, we can't shop fast enough. Definitely, one to impress your friends with when you'll be asked the inevitable 'where did you get that from?' when wearing any one of Filippa K's pieces.
4 of 14Rotate Birger Christensen
You've likely seen their pink jacquard, puff-sleeved mini dresses all over your insta-feed. ROTATE, brought to you by danish influencers Thora Valdimars and Jeanette Friis Madsen in collaboration with the Copenhagen-based concept store Birger Christensen, is quite possibly the coolest 80s inspired brand, period.
5 of 14Baum und Pferdgarten
With a name we need a language tutor to pronounce, Baum und Pferdgarten is a Danish brand who are not afraid to clash patterns, mix textures and colours. As they ship to the UK and have an edit on our fave shopping destination Zalando, we can't get enough of their latest collection.
6 of 14Stine Goya
Stine Goya, launched in 2006, has made a name for itself with a mix of dreamy prints and feminine sihouettes. Michelle Obama's a fan, and so is our fashion desk.
7 of 14Cecilie Bahnsen
Cecile Bahnsen's designs nail romantic, wearable and boundary-pushing in the way our home-grown talent Simone Rocha and Molly Goddard has. Lace-adorned white shirt dresses and rugged hiking boots sum up this label's modern interpretation of femininity.
8 of 14Saks Potts
Consider Saks Potts the Shrimps of Scandinavia. Their highly-photogenic fluffy coats have become mainstays with the street style set, but it's their separates that are worth keeping an eye on. We look forward to seeing more of their slogan tops and track pants in the coming seasons.
9 of 14By Malene Birger
One of the first Danish brands to capture the attention of the global market, By Malene Birger has been dressing stylish, discerning women since 2003. Known for its dawn-to-dusk dresses, plus chic separates you can wear in the office or at the bar, if you've noticed a well-dressed colleague who always looks both on-trend and smart, her wardrobe is probably full of this brand.
10 of 14Aesther Ekme
If there's only one new Scandi brand to put on your radar, it's accessories brand Aesther Ekme. Currently stocked at Selfridges and Browns, we're all over their clean and minimal aesthetic.
11 of 14Brøgger
Brogger is new on the scene, and is actually a London-based brand but ran by two Scandinavian friends. The fashion set fell head-over-heels for the colour block suits last season, and we're putting our money on these puff-sleeved short suits to sell out for SS20.
12 of 14Gestuz
GESTUZ is for the modern woman, specifically designing go-to pieces women can wear with ease. The brand's aesthetic is 'rooted in the effortless ease of the Scandinavian design heritage,' but, you'll be pleased to know, without the hefty price tag. GESTUZ have a way of developing simple wardrobe staples into must-have items, just check out this turquoise leather coat Anna Vitiello is wearing.
13 of 14Stand Studio
Established in 2014, Stand Studio have become an accessible but oh so desirable outerwear brand of the moment. Not only offering beautiful coats but moving into RTW now as well, the brand has become known for it's minimal simplicity but also use of crazy colour and texture.
14 of 14Rave Review
A sustainable option originating from Sweden is Rave Review. The brand is centred around up cycling materials saying they "transforming home textiles into desirable garments" . Think clashing prints and think cut and stitch aesthetics!
Though the neighbours have morphed for many into fashioning ubiquitous, yet homogenous ‘Scandi style’, each country actually has its own distinct aesthetic. Stockholm’s style has made an indelible mark with its proud history of accessible fashion. After all, it introduced the world to the H&M family of Monki, & Other Stories, Weekday and Cos. Copenhagen has the pulse of the avant-garde with designers like Cecilie Bahsen (who, since launching in 2015 is a contender for Copenhagen's most recognised designer) and, of course, Ganni (its Soho store opening caused a fashion set frenzy). While Oslo – typically the quietest and most overlooked of the three – has been making waves in streetwear.
SHOP: The Scandi Edit
1 of 14ROTATE Birger Christensen, Cutout Gingham Minidress, £228.82
2 of 14Aesther Ekme at Matches, Bucket Bag, £405
3 of 14Stand Studio at Harvey Nichols, Checked Faux Shearling Coat, £300
4 of 14SAMSØE SAMSØE, Long Sleeved Collar Shirt, £130
5 of 14Rave Review at Farfetch, Sleeveless Midi Dress, £620
6 of 14Brøgger at Farfetch, Floral Midi Dress, £650
7 of 14Cecilie Bahnsen at My Theresa, Embellished Sandals, £424
8 of 14Stine Goya, Floral Dress, £195
9 of 14Saks Potts at Selfridges, Faux-fur Trimmed Leather Coat, £1360
10 of 14Ganni, Satin Fitted Dress, £475
11 of 14Filippa K, Metallic Shirt, £180
12 of 14Gestuz at Selfridges, Floral Print Midi Dress, £200
13 of 14By Malene Birger at Farfetch, Snakeprint Dress, £425
14 of 14Baum Und Pferdgarten at Harvey Nichols, Checked Mesh Dress, £120
And why do we love their style so much? Synonymous with chic separates and classic minimalism with elevated twists, yet the new wave of brands are doing so much more than that. Labels like influencer-owned Birger Christensen and Stine Goya are making a case for bold prints and exaggerated shapes.
From minimal tailoring to frothy dresses, Scandinavian fashion is eclectic and eccentric. Here are the brands you’re going to want to name-drop and wear immediately.