This is the year the world has gone gaga for hygge, the Scandinavian concept of pursuing the good things in life that leaves you with a warm, cosy feeling. So it makes sense that Scandi-cool also dominated the fashion industry, with their affordable and relaxed approach to stylish dressing. In Jersey we may not have easy access to their fashion greats; H&M, Cos, & Other Stories, but there is a trickle of brands making their way into our boutiques and department stores. Just what is it about Scandi style that is so dam cool?
It’s managing to achieve that stylish look with minimum effort. Clean lines and easy, wearable pieces that fit in effortlessly with the rest of your wardrobe. At a time when office wear is embracing more relaxed dress codes, it works for those that value comfort but still want to follow seasonal trends. A trend of ‘casformal’ has been born that sees simple basics like the sweater or jogger being elevated into something much more high-fashion.
It’s also about practicality. For a region that enjoys more than 4 months of snow and ice, their staples will always be sneakers, jumpers and hard-wearing coats. But that doesn’t mean compromising on style. Wrapping up becomes part of the fashion game as they incorporate winter accessories into almost every look.
Scandinavian style may be very laid-back, but it still manages to look sophisticated. They are masters at layering and making outfits look effortless and uncomplicated, which is exactly what people are looking for in their lives now. It is not about being showy or standing out from the crowd, in fact it is very understated, but commanding attention in a big way.
Manna boutique has been stocking Scandi labels for years now. Home to names such as By Malene Birger, new label A Journey, Baum Und Pferdgarten and Gestuz to name but a few, Manna is fast becoming the go-to haunt for true cutting edge Scandi style.
Jersey’s Scandinavian home interiors store, Pebble, also stocks some scandi-cool fashion names such as Soaked In Luxury whilst De Gruchy department store were quick to catch onto the trend, housing established Danish name Part Two and Coster. And at Voisins you can find a selection of pieces from the heralded label Ganni. For off the high street fashion check out Friendtex which is sold exclusively through consultants such as bybeautifulthings.
Following a hugely successful fashion week in Copenhagen earlier this year, and Scandinavian fashion bloggers being papped in the FROW everywhere expect to see everyone rocking a little bit of Scandi style, even us Jersey beans!