The Scandi Style Revolution

That famous Scandi modernist aesthetic is now one of fashion’s clichés, like the effortlessly chic Parisienne; the Calvin Klein-clad, sharp-edged New Yorker, or the Italian in soft-shouldered tailoring. But it’s clear that this idea of Nordic fashion no longer always holds true. The love of well-chosen monochrome dressing is still going strong, but there are many more ways to dress now than the cliché suggests. So, what does Scandi style actually look like in summer 2024?

Before talking style, we need some context. The term Scandinavia denotes Norway, Sweden and Denmark.  Scandi girls have long been a major source of style inspiration, from the minimalist aesthetic to the eclectic we’ve seen dominating street style in recent seasons.  Cecilie Thorsmark CEO of Copenhagen Fashion Week sums it up in Vogue Business, “There is no set visual of what defines Scandi style anymore, which we wholeheartedly welcome. What we want to show the world is the wonderful kaleidoscope of perspectives that this inspiring region can encompass.” 

Copenhagen, Oslo and Stockholm all celebrate their thriving fashion scene with a dedicated fashion week and although they are still fairly small in comparison to the big established four (London, Paris, New York and Milan) they certainly pack a stylish punch. One of the people that you will always see in the best dressed front row line up is Mona M. Ali. She is the founder of Fiiri Agency based in Stockholm which is the first diverse and inclusive agency rooted in the desire for inclusive representation in front of the camera and behind it. She believes that, “Fashion should be for everyone, not one style set.” Mona was born in Somalia and moved to Sweden when she was young. She is also Vogue’s first Diversity and Inclusion Editor and she feels it’s important to inspire others to think beyond conventional boundaries. She explains, “As an immigrant and refugee in Sweden, I’ve embraced the opportunity to stand out and infuse my heritage and love for the ‘70s with Scandinavian minimalism. For me, it’s about celebrating both cultures and finding harmony in the fusion of diverse.” 

In recent years, design and style has also become looser and more personal. Although TikTok blew up last year with many accounts of how to dress like a Scandi girl, most influencers used the modernist blueprint for clean easy dressing including headphones that matched in a neutral shade. TikTok influencer @readwritethrift however offered her own take on Scandi style that seemed much more personal and far from formulaic. “Step one: grab a maxi dress. The more ruffles and pattern and ruffles the better,” she began in the clip which has since amassed over 2.6 million views. “Up next is a pair of socks or tights that doesn’t match the dress. Then you’re going to want to grab your pair of ugliest running shoes. On top of the dress you’re going to add a knit layer, a vest or cardigan works, then a balaclava, some chunky glasses, an oversized dress coat and then a slouchy, neutral, oversized bag.”

If you’ve ever worn a puff-sleeved dress with chunky shoes, or a statement-collared blouse under a fluffy knit, chances are you’ve been influenced by Ganni. It’s not just the eclectic but wearable pieces themselves, or their sweet-spot pricing, that’s made Ganni so popular. Its distinctive cool has built up a cult following driven by how Creative Director Diette Reffstrup herself wants to dress. Speaking to Who What Wear, Reffstrup says, “People have a picture of Scandinavian style as either very premium or very androgynous and that was actually why I wanted to do Ganni because I couldn’t recognise myself.” 

It’s all about the contrast; wearing something feminine and pairing it with a pair of sneakers or denim. Its laid back and playful and certainly has that ‘cool girl’ vibe. The hashtag #Gannigirls had been used about 109k times on Instagram. “I remember the first time I discovered Ganni like it was yesterday,” says Fashion Editor Veronika Heilbrunner. “They were on beautiful girls wearing no makeup, and they looked simply badass.” For Reffstrup, the hashtag has become much more than viral marketing and is symbolic of what Ganni Girl stands for. “I think it’s important to say Ganni Girls is plural,” she asserts. “Scandi fashion is much more about a feeling or state of mind than anything else.” 

1. Keeping it clean

If all the chatter about eccentric dressing isn’t your thing, then there is a couple of great new brands that show that there is still room for a healthy dose of Scandi minimalism in the mix. Mark Kenly Domino Tan whose collection offers a fresh take on the pared-back aesthetic via a series of Korean-inspired silhouettes, alongside shirting with a twist. We also love BLMBRG for their contemporary collection that cuts through the chatter.
mkdtstudio.com, blmbrg-studios.com