Scandinavian style plays a pivotal role in transforming the fashion industry, as its influence breaks the borders of the Nordic countries. ‘Scandi Style’, branded by its A-line and androgynous silhouettes, is more than an aesthetic, but the embodiment of its humble culture and propensity for sustainability. The distinct sophistication of Scandinavian fashion is spreading to consumers worldwide. In the shape of a fashion pandemic, inspiration sources itself from influencers across social media platforms such as Matilda Djerf and Filippa Moulier as well as inspiring brands, namely, Ganni, Cecilie Bahnsen, and Stine Goya.
To understand the relevance of Scandinavian fashion beyond the Scandinavian borders, VOCAST has spoken to influencers from across Europe such as Germany, The UK, France and Italy. Through this article, we aim for brands to gain an insight into the shift in market trends, and help position themselves to best utilize Scandinavian fashion aesthetics in branding, whilst uncovering clear-cut aspects about Scandinavian fashion that define and shape its uniqueness in the market.
Leaning into geometric shapes with streamlining tendencies, the Scandinavian fashion trend is also about feeling good and pairing comfort with practicality. Scandinavia is pioneering the way with its commitment to social responsibility as it transcends mere oversized blazers and the muted capsule wardrobe. In an era of heightened environmental awareness, Scandinavian brands and influencers favor the use of sustainable materials and ethical manufacturing.
Scandinavian fashion has especially been on the rise on social media; the hashtag #scandinavianstyle has been used more than 3 million times on Instagram, while the “Copenhagen girl” aesthetic is widely popular on TikTok. Such social media trends have also sparked the emergence of new Scandinavian style trends, which are carefully scrutinized and endorsed by influencers around the globe.
To gain insights into how and why Scandinavian fashion is on the rise, we asked five noticeable international influencers with a passion for the Scandinavian fashion scene: Hollie Mercedes, Caroline Cook, Tyché Agatha, Laure Schulte, and Cecilia Roella, what they think defines Scandinavian fashion and what makes Scandinavian fashion unique.
Laura Schulte, a German influencer, perfectly emulates Scandinavian style with her intermittent pops of bright, block colors as well as baggy, minimalist staple pieces.
“To me, Scandi Style – in fashion specifically – is rooted in wearability, versatility, fearlessness and liberation. I love having well-thought-out high-quality basics, purchased with precision and awareness, as a secure harbour from where I can sail into fashion adventures and follow my gut without obligations.”
Agatha Tyché resides in France. She is a stylist and content creator, living in a colorful and vintage universe. Agatha is a fixture at all fashion weeks with her daughter and their matching looks.
“Scandinavian fashion represents the alliance of minimalism, effortlessness and ethics.”
Hollie Mercedes originally hails from Scotland but now resides in Amsterdam. The fashion lover shares glimpses of her everyday life and travels while providing fashion and style inspiration. With an ever-joyful demeanour, Hollie’s style reflects her vibrant personality, featuring an abundance of prints, and colours, and never without her signature touch.
“I believe that in the UK, people see Scandinavian style as very colourful, and playful with a lot of textures. I find this more prominent in Denmark, while the other Scandinavian countries are a little more paired-back, neutral colours with minimal and chic silhouettes.”
Caroline works as a Fashion Buyer, Retail manager and influencer in London, Glasgow and Edinburgh, for both high-end high-street brands. Her style is greatly inspired by Scandinavia with oversized clothing and unconventional pairing of colours.
“Scandinavian brands are seen as edgier than British brands, more fun and more colourful…Bold prints, exciting fabrics and colour combinations as well as surprising fits. Oversized tailoring came from Danish design.”
Laura, Agatha, Hollie and Caroline are highly regarded role models who highlight the essence of Scandinavian minimalism and functionality as well as acknowledging the allowance of bold prints and colours. For them, Scandinavian design is not just a trend but a timeless aesthetic, reflective of its cultural values. This aesthetic for sleek simplicity characterises itself as distinctly Scandinavian as it grows in popularity across international markets.
Photo credit: Copenhagen Fashion Week SS24, Noor-u-nisa Khan
A Perspective on Branding
Scandinavian fashion is on the rise!
Photo credit: Copenhagen Fashion Week SS24, Noor-u-nisa Khan
