The 6 Scandi brands you should know right now
Even before news spread wide of my imminent move to Oslo (few weeks left eeek!), I have been obsessed with Scandinavian fashion. Yes their style is effortlessly cool and chic, got to love a bit of beige and oversized grey, a great sneaker and a modern twist on good old English country. But more than that, the new wave of designers spreading from Norway to Denmark is giving NYC and Paris a run for their money and changing the landscape of street style. Copenhagen, Stockholm and Oslo have taken the fore front of design innovation and are now unveiling their collections ahead of Fashion Month (NYC, London, Milan, Paris) by starting few weeks before the sacro saint NYFW. So quick cheat sheet of who, where, what to bring you up to speed:
made in Denmark
Ganni is probably the most famous Scandi brand right now, known and loved by all fashionista and cool business ladies, like Emily Weiss who swears by their statement pieces. Ganni's key pieces include fantastic prairie dresses, cute tees and bold prints. That should make Noémi happy!
I looove Saks Potts. The brand made its real debut this season at Copenhagen Fashion week and we couldn't have asked for a better show. Inspired by the 90s with a J.Lo sound track beating and butterfly hair clips on flick, it was awesome. Created by Catrin Saks and Barbara Potts (both under 25!), the label has a unique visual identity and is known primarily for its statement fur coats and playful mix of olors. Told you that mix and match were in the air.
made in Sweden
I discovered ATP this summer on Instagram by following my favourite Swedish bloggers and fell in love with the line. Classy, elegant leather pieces with a subtle shabby look that I haven't seen on any other leather labels. Just check their booties for this winter and treat yourself with one of their gorgeous bags- I sure will.
Technically created in NYC by Swedish blogger goddess Elin Kling and designer Karl Lindman, Toteme is uberly Scandinavian and often found on the backs of cool girls in the likes of Alicia Vikander, Rosie Huntington-Whiteley and Kate Bosworth. Minimalist, much more toned down than its fellow Danish brands, Totême is a real 9 to 9 brand. Practical, classy and easily sexy, their coats and jeans are their most iconic pieces and gosh don't we all want this camel coat?
MADE IN Norway
Keeping my favourite Scandis for the end. Full bias intended.
Tom Wood has introduced a new and modern take to classic jewellery, eyewear and clothing with a range of unisex denim looks. Very downtown East Oslo (as we call it), their pieces are evergreen, never out of style and can be used and updated season after season, and throughout your day from 9 to 9 (you get it now right).
Very close to our 9 to 9 heart and mission to empower fellow women, Line of Oslo caters for the free spirited preppy, strong women in all ages and shapes, with a focus on good and comfortable pieces. What else, right? Well established in Norway and Scandinavia, it sure will hit our continental coasts soon, so make sure to check them out ahead of the wave.
There are so many other labels that are moving the fashion scene from the Scandi shores, but hit us with you finds and favourite labels currently!