What Happened to Scandi Style?
The A to Z of an evolving vibrant fashion scene.
Since its boom back in 2019, where we all wanted to dress like the Scandinavians (even if we didn’t bike everywhere), the Scandi style has continued to gain admirers, but without causing as much of a stir. After the French and Scandinavian women, we turned our attention to the Portuguese, although it's clear that the impact hasn't been the same. And now it seems that everything has blurred, and we dress similarly in the different fashion capitals (if not all over the world).
For years I have been a devoted fan of Scandinavian style. I am especially fascinated by their playful attitude towards fashion - full of color and fun details, while minimalist in essence, focused on comfort, heavy on shirting and tailoring - as well as their genuine care of the environment and quality in general. Beyond fashion, in all aspects of life, Scandinavian design is known for its minimalism and functionality, emphasizying simplicity, clean lines and natural materials, while incorporating a sense of coziness often associated with the Danish concept of "hygge".
On the occasion of the recent Copenhagen Fashion Week Fall/Winter 2025 this past week, I take the temperature of Scandinavian style with an alphabetical tour, from A to Z, through the brands that continue to lead it, discovering emerging designers and new proposals, plus I add in some pinned locations of Copenhagen and Stockholm (I have a pending visit to Oslo and Helsinki), and notes on interior design and jewelry (for jewelry, skip to J).
I also asked stylist and creative consultant Sanna Silander, photographer and creative director Karoliina Barlund and what they think of the evolution of Scandinavian style since its rise in recent years, and to share some under-the-radar designers, brands and creators they like, which you'll find as part of this impromptu dictionary of Scandinavian style in 2025.
“A big reason for Scandinavian fashion’s development over the past few years is that Scandinavian tastemakers have started supporting local talent more. We've also seen significant community-driven events like Copenhagen Fashion Week, which improves season after season, as well as our own publication, Vogue Scandinavia, which in its own way highlights brands and creators on its pages. All this positive energy and support adds up to a stronger and more vibrant fashion scene, giving local designers and artists a platform to thrive and be seen on the global stage”, says Sanna Silander.
“Scandinavian design has always been very linked with sustainability and I think it comes from the fact that we are very linked with nature. Now the designers and brands are taking this even more as one of their core values - there is more use of innovative and regenerative materials, for example”, says Karoliina Barlund.
In the words of Rachel Tashjian Wise:
There’s this relationship we have with Scandinavian style and culture that seems to radiate a sort of warmth and calm and order.
I hope that the creativity that characterizes the Scandinavian women doesn’t get lost, to fight bad weather with a fab outfit. Let’s get started!
A
Acne Studios. A. Roege Hove’s conceptual knitwear. Atelier September for breakfast and Apollo Bar for lunch, and staying there for hours. Aiayu’s everyday essentials. ASK Scandinavia’s vegan bags, recommended by Karoliina Barlund. Arket. Ana Kraš and her lifestyle brand Teget.
B
By Malene Birger’s coats. Baum und Pferdgarten, who this season have partnered with artist Lulu Kalund. Birrot’s timeless uniform. Berner Kühl’s cool menswear. Bonnetje.
C
Caro Editions by Caroline Bille Brahe (a personal favorite!). CMN SWDN, who just launched womenswear at their Copenhagen Fashion Week debut. Cecilie Bahnsen’s feminine designs. Chamoi vintage store in Copenhagen. COS.
D
Deadwood's upcycled leather, salvaged textiles, and repurposed materials. Dossier Magazine, which returns as a travel and culture publication aiming to define true luxury today - meaningful human connections and exceptional experiences.
E
F
Filippa K, the epytome of Scandinavian minimalism. Forza Collective.
G
The Gestuz woman - “sexy, emotional and powerful”. And of course, Ganni, The Ganni Playbook and all things Ganni. Grandpa store.
H
House of Dagmar’s sculpted silhouettes. Herskind. Holzweiler’s Norwegian roots. Henrik Vibskov. Hagelstam, Finnish footwear brand recommended by stylist and creative consultant Sanna Silander.
I
The street style shots by photographer Angelina Ilmast.
J
Jewelry: Sophie Bille Brahe, Lié Studio by twin models-turned-designers Amalie and Cecilie Moosgaard, Georg Jensen, Fie Isolde, All Blues, Keski-Pomppu, Elhanati and Anni Lu, among others.
K
Kristina Dam Studio’s sculptural pieces.
L
Lovechild 1979, another favorite of mine.
M
MKDT Studio’s mastery in neutral tones. Munthe. Danish model Mona Tougaard.
N
Rising fashion star Nicklas Skovgaard. Nitty Gritty store in Stockholm. Nudie Jeans.
O
OpéraSport’s sustainable chicness. Our Legacy.
P
Pernille Teisbaek and her ‘Dress Scandinavian’ book. Prolog Coffee.
Q
Quick Style, Scandinavian fashion's favorite dance group.
R
Rotate. Rolf Ekroth’s patterns and their show vibes. Rodebjer’s refined eccentric. Rabens Saloner.
S
Stine Goya’s exploration of color and playful silhouettes. The designs in natural materials by Skall Studio sisters (after launching knitting patters, they are working on a knitting book). Séfr. Samsøe Samsøe. Stand Studio. Svenskt Tenn's interiors. RIP Saks Potts.
T
The Garment, known for its modern minimalism. Teurn, by Creative Director Anna Teurnell (also Creative Lead of Filippa K). Tiger of Sweden’s tailoring. And of course, the one and only Toteme!
U
Upcycling: Hodakova, Rave Review (launching homewear soon), Designers Remix, Main Nué and so many more.
V
Vogue Scandinavia. The Vigeland Museum in Oslo.
W
Won Hundred’s floor-length scarves. Wood Wood.
X
The Puma x ÓperaSPORT alliance, debutting the Speedcat Ballerina and the Speedcat H-Street.
Y
Z
Zalando Visionary Award, won this year by Nigerian founded brand IAMISIGO for its boundary-pushing exploration of artisanal craftsmanship and pioneering textile innovation.
Special thanks to Sanna Silander and Karoliina Barlund for her contribution.
oh boy Carla, your newsletter is amazing!
I thought I knew Scandi brands but you just schooled me. I LOVE brands from Denmark and it's great to see all this.