In this age of personality, digital influence is increasingly being translated into contemporary labels that fill the gap between luxury and fast fashion. In the decade since the first Scandinavian influencer brands born of blogs (Anine Bing in 2011 and Toteme in 2014), fashion has entered a period of minimalist mania, favoring some of these labels. Yet the stereotype of the region’s style as being almost exclusively clean-lined and tonal belies the evolution of Scandi cool. Think about it: Dressed in a colorful print dress, the Ganni Girl started going global in 2012; and Rotate, the label launched by street-style faves Jeanette Madsen and Thora Valdimars, is celebrating five years of glam party looks.
Today the Scandi Girl wields as much sway as the French Girl in terms of fashion pull. Why? The consensus from the women I surveyed for this story—who came to design through blogging, social media, street style, and modeling, or some combination of all of the above—is Scandinavian fashion’s rootedness in an active way of life spent between city and country, which demands a base level of functionality.
There’s often an element of problem solving to the design process, whether that means keeping profit margins down in the interest of making quality fashion relatively accessible as Almada Label have done, or building an inclusive safe space for a community of shoppers, à la Djerf Avenue. “To us the Scandi style is all about simplicity,” say Amalie and Cecilie Moosgaard of Lié Studio. “We bike to work every morning, so we maintain a practical mindset when it comes to getting dressed.”
Cannari-Concept and Rotate, both founded by the collective attached to Birger Christensen, a leading fashion retailer in Copenhagen since 1869, are approaching fashion from a different, more skin-baring angle, while the recently launched Àvora propose a continental mix called “Scanditalian.” In other words, not all Nordic brands are minimal, but ask an influencer-turned-designer to describe Scandi cool and you’re almost guaranteed to hear the word “timeless.” I certainly did when charting the progression of Scandi influence from 2012 to today.
2012
Anine Bing: “Timeless. Effortless. Classic.”
Born in Denmark, Anine Bing was raised in Sweden, and started her namesake brand in California where the company is based.
What was your entry into the world of influencing?
When we started the brand, women were coming to my [platforms] for styling inspiration. In a way, my name became synonymous with timeless style. I started blogging when I was in my twenties because people got interested in my style and the way I was always good with mixing vintage pieces with new brands. I used my blog, Anine’s World, as a way to showcase my latest fashion finds and styling tips. I had no idea it would take off as much as it did and that I would develop such a following. I was then able to leverage my own blog to create a personal IG. We’ve been leveraging Instagram to build our customer base since we started the brand 11 years ago.
What was the impetus behind the brand?
I saw a gap in the market for timeless wardrobe pieces, so I decided to create my own line. It all started in my garage in Silver Lake. I designed a small collection with two pairs of denim, a leather jacket, boots and t-shirts. It’s so surreal to see how far we’ve come. What I love about our brand is that we’ve really stayed true to our roots since day one. We still have pieces from my first collection that we sell today.
How has the idea of Scandi style changed over time?
Anine Bing is a brand rooted in Scandinavian simplicity with American energy. Much like our brand, I feel like Scandi style has remained true to its core values of simplicity and timelessness–which is why I have always been inspired by this style. I actually think more and more people are gravitating towards Scandi style and it’s effortless sophistication. I think it resonates with so many people globally [because] it’s not overly complicated.
2014
Saks Potts: “Authentic. Unconventional. Craftsmanship”
Copenhagen is home to the brand and it’s co-founders and best friends Cathrine Saks and Barbara Potts.
What was the impetus behind the brand?
In 2014, right after finishing high school at the ages of 19 and 20, we started Saks Potts in our own search for a colorful winter coat that we couldn’t find anywhere and then decided to make it ourselves. At the time [we started] the typical Scandinavian style was very black, gray and navy; in recent years people have become much more experimental and daring in the way they dress.
How is Scandi style reflected in your designs?
Our life in Copenhagen influences our designs a lot. We never think of [having] to fit into the Scandinavian style, we design what we need in our own closets. Winter outerwear should be warm. Most of our styles have several inner and outer pockets to keep stuff, D-rings to keep keys or AirPods cases and so on. A great deal of our design process is to make the practical elements comply with our strong aesthetic principles, craftsmanship and qualities of our collections.
How has the idea of Scandi style changed over time?
I think the Scandinavians have become much more aware of what they buy. We demand long lasting products from the best natural fabrics available and are constantly developing ourselves to become as sustainable as possible.
2018
Envelope 1976: “Monochrome. Minimalistic. Versatile.”
This Oslo based-brand was co-founded and owned by CEO and creative director Celine Aagaard with Pia Nordskaug, CEO of Eco-Concepts.
What was your entry into the world of influencing?
I think others should answer that question, but it was way before Instagram, TikTok, and all other digital platforms, [back when] everything was communicated [in print]. In 1997, I worked for a music and film magazine…[where] I had a column on how to style one piece in multiple ways. When it comes to influencing [in the way we use] the word today, I remember I was in Paris for work and I was stopped on the street by a street style photographer and was photographed close to Tuileries. One thing led into the other, and bloggers started to be a phenomenon. The focus [of mine] was inspiration through vintage, layering, etc. under the name hippiehippiemilkshake. A few years later, when I was the editor-in-chief of STYLEMag I started a platform that gathered together five of the most important bloggers.
What does Scandi style mean to you?
The Scandinavian aesthetic for me is clean cuts and sharp lines. But I would say there are still different ways that the Swedes, Danes, and Norwegians style their clothes. The Danish are more effortless and laid back in a very nice way; they have also influenced us to use color more. The Norwegians are maybe a bit more traditional, mainstream and less experimental, and the Swedish more classic. For me the Scandinavian style is the combination of functional dressing and elegance. The garments we buy should preferably be worn all seasons. Layering is key, tone-on-tone, mixing natural fibers and wool with delicate fabrics. It’s built on tradition and the way we live; we are practical, like to stay warm, but like the sharp lines.
How does it work into your designs?
The Norwegian way of living has been an inspiration from the very beginning. Our vision is to create timeless, versatile items with an edge while simultaneously playing with the balance and weight of the collection using the concepts of yin and yang: the earthy and the heavenly principles, the light and the dark; the cold and the warm; the passive and the active. We try to create clothes that can be worn every day, and styled in multiple ways and we have structured the collections with a touch of rawness, which you can also see in our Concept Store. It all has a red thread…wool, tradition, family, cabin life, and good quality is important.
2018
Rotate Birger Christensen: “Contemporary Scandinavian glamour.”
Like Birger Christensen, a retail fashion force in the Danish capital, Rotate creative leads Thora Valdimarsdottir and Jeanette Madsen are located in Copenhagen.
What was your entry into the world of influencing?
Jeanette Madsen: After a brief stint as a model, I entered the world of model agency management. Throughout this time, I dreamt of becoming a stylist or following a more creative career path…. This creative itch led to the creation of a blog called North Little. It was primarily focused on children’s content, however the audience engagement was mostly in response to my outfits, which changed the direction of my journey. Rikke Christensen from Costume magazine noticed my blog and offered me an editor position. I started attending shows in Copenhagen and one day I had street style pictures taken by Adam Katz that ended up on W Magazine which gained a lot of traction on the Internet, marking a real turning point in my international presence at a time when Instagram was gaining significant traction.
Thora Valdimarsdottir: [While] I was studying at the University of the Arts in London, specializing in fashion, I worked in casting for various fashion shows in London and Paris and soon realized my true calling in fashion was styling and creative direction. I then began working at Euroman. As the Instagram era was just beginning, I used the platform to share my experiences working abroad and showcase my work. This initial stage was a blend of presenting styling ideas and offering insights into the industry, all driven by my desire to express my individuality and creativity. Whilst covering fashion week for Euroman, a photograph taken by The Sartorialist marked a significant turning point in my journey, resulting in a substantial increase in my following.
How has the concept of Scandi style evolved over time?
The present era allows for more experimentation and expression. People are now more open to showing skin, embracing bolder fashion choices, and blending high street fashion with high-end and vintage pieces. The influence of social media, travel, and exposure to different fashion cultures has expanded the possibilities for style in Scandinavia. While some aspects of the traditional Scandinavian mindset linger, there is a notable shift towards greater diversity and self-expression. The fashion industry reached a point where it needed a shake-up, and this change was accelerated by pioneers like us.
Why do you think Scandi style continues to be a subject of fascination?
Many global fashion trends originate from this region, often unnoticed. We have a knack for making these trends more wearable by simplifying them and mixing and matching various elements. Our approach encourages personal expression…. The simplicity and practicality of Scandinavian design remain at the core, but the layering and experimental aspects have made Scandi style captivating to a global audience.
2019
Djerf Avenue, “Welcoming. Timeless. Comfortable.”
Based in Stockholm, the line is designed by Matilda Djerf.
What was your entry into the world of influencing?
I created a blog way back when I was 11; that is not how it all got started. though. I [took it up again] after high school and right before me and my partner started our travels to the Caribbean; simultaneously I updated my Instagram frequently and started growing there. It took about 2 years until I started doing it full time. I started doing modeling jobs and eventually co-designed collections with brands. Something sparked inside of me when I got to bring my vision to life and be creative. Me and my partner Rasmus then started talking about the benefits of doing it completely on our own, where we could control the entire supply chain, make sure everything aligned with our values such as making sure that no photos are ever retouched, creating a safe space for our customers to shop, having production in Europe, etc. I think I’ve always known that I needed a creative outlet, growing up I’ve loved styling, photography, creating stories in photos. I grew up rummaging through my mom’s closet and putting on her denim kitten heels. I don’t think it’s a coincidence that today I am so passionate about expressing myself through fashion.
What does Scandi style mean to you?
We are a combination of the minimalistic city vibe but we also embrace the Swedish countryside. For me it’s very spontaneous and it can be [that way] because it’s all about having a core wardrobe with staple pieces that can be combined in many different ways.
How has the idea of Scandi style changed over time?
I think there is a new wave of Scandi style that is developing amongst the younger generation, a Scandi style that is a bit more out there.
2020
The Garment: “Timeless. Versatile. Craftmanship.”
This Copenhagen-based brand is led by Sophia Roe and Charlotte Eskildsen.
What does Scandi style mean to you?
It means merging the timeless elegance of Scandinavian design by embracing minimalist aesthetics and celebrating the beauty of simplicity and craft, as well as advocating for mindful consumption. We are born and raised with the Scandinavian mid-century furniture traditions, where we are also taught to buy design that is well made and you will keep for a lifetime. We bring this mindset into our collections and it is how we want people to approach our brand as well.
How has the idea of Scandi style changed over time?
There was a gap in the early 2000 when [Danish design was] considered very bohemian. Then it changed back to simplicity, moving on to a very colorful less traditional vibe that became the Copenhagen scene. Now we happily live amongst each other, with a lineup of very strong minimalist Scandi brands alongside a lineup of very colorful Scandi brands.
Why do you think it is a subject of such fascination?
We are a very small region with a very loud voice. We can’t hide from the fact that some of the front runners of simple style come from Scandinavia and we are very proud of this. It has made the rest look towards us and given us an opportunity to have a platform. We also take pride and responsibility in sustainability across the landscape, and it is a natural part of our ways of working.
2020
Almada Label: “Elegant. Comfortable. Modern.”
Founded by Alexa Dagmar and Linda Juhola, the brand is based in Helsinki.
What was your entry into the world of influencing?
We both started as bloggers in Finland long before the term ‘influencer’ even existed. Linda launched P.S. I Love Fashion, in 2009 and Alexa started Alexa Dagmar in 2011. We crossed paths in the comment section of our respective blogs, and our conversations quickly moved to lengthy chats via Facebook messenger. Over the next decade, we continued to maintain our individual blogs. Additionally, we ventured into the world of podcasting with our own show called “Nonsense,” which was among the first Finnish lifestyle podcasts, and has been running for over five years with a weekly release, and has accumulated an impressive 8-10 million plays to date. We established Almada Label in 2020 to address a longstanding quest in our fashion journey: finding timeless luxury knitwear that marries quality craftsmanship with accessible pricing.
What does Scandi style mean to you?
To us it is a celebration of simplicity, functionality, and natural beauty. It’s about clean lines, minimalistic design, and a harmonious blend of form and function. The use of neutral colors creates a sense of tranquility and openness. The emphasis on quality craftsmanship and sustainable materials reflects a deep respect for the environment and a desire for long-lasting, timeless design. Ultimately, Scandinavian style embodies a sense of comfort and elegance in its uncluttered and serene aesthetic, and it’s an enduring source of inspiration for our brand. Moreover, we pride ourselves on being highly digital-savvy. We utilize technology to understand and connect with our community on a deeper level…. By staying on the cutting edge of digital trends, we ensure that our brand remains relevant and responsive, always in tune with the evolving needs and tastes of our community.
How has the idea of the Scandi style changed over time?
When we first started, our initial plan was to cater mainly to the Scandi market. But to our surprise, we quickly gained traction in other markets like the US and Germany, and we realized that our Scandinavian aesthetics have a broader appeal. Today, the US is actually our biggest market. Scandinavian style holds a unique allure for many due to its accessibility and timeless charm. It’s a fashion trend that anyone can effortlessly embrace, creating ‘Scandi cool’ looks with classic pieces. The minimalist design and neutral color palettes offer a canvas for personal expression, making it approachable and adaptable. Moreover, the rising trend of ‘quiet luxury’ on social media platforms has elevated the appreciation for understated elegance, further fueling the fascination with Scandinavian style.
2021
Lié Studio: “Modern. Timeless. Effortless.”
Led by Amalie and Cecilie Moosgaard, the brand is based in Copenhagen.
What was your entry into the world of influencing?
We weren’t particularly interested in fashion before we started modeling. As a model, you are somewhat mute and more like mannequins, fitting into a brand’s vision and identity. However, through our personal Instagram accounts, we gained a voice and a platform where we could express ourselves more. We then realized that brands were interested in working with us because we had a personality, and influence due to our growing follower count. However, as time passed, our interest grew, and more and more people started following our lives and style. We were never conscious of the influencing aspect—this was back in 2015—so we never expected to build a career of it, and it was never our goal. We were simply authentically showcasing our daily style. The fashion industry can be quite extravagant and over-the-top, and having worked so much with creatives that were constantly reinventing themselves, we found ourselves sticking to the classics. We believe what people find interesting is how you can look put together with just a few basic items.
What does Scandi style mean to you?
Lié Studio is a big part of our personal style, and our designs are an extension of our wardrobes. To us the Scandi style is all about simplicity. We’re practical, so we’re not good at wearing 4-inch-high heels. We bike to work every morning, so we maintain a practical mindset when it comes to getting dressed. However, being practical doesn’t necessarily mean losing a sense of style or having to look boring. We still aim to look effortlessly chic and always opt for a kitten heel or a boot. For us, Scandi style means avoiding trends and staying true to high-quality, durable materials that can be worn season after season. It
s something we encourage and do our best to adhere to. For us, it’s clearly important that what we design isn’t season-based.
How has the idea of Scandi style changed over time?
We feel that people have become better at buying smarter: investing in the right pieces that can last for more than just one season and taking care of the pieces that you already have in your wardrobe. This translates to less replacement and a higher focus on buying wardrobe staples. With the rise of the quiet luxury phenomenon, the Scandi style has caught the attention of many. The understated way of dressing, and not being afraid of repeating outfits, and sticking to effortless looks that don’t demand attention, is something we think more and more people tend to turn to. We don’t always believe that the street style you see at Nordic fashion weeks represents the Scandi girl style accurately, just as the style represented at Paris Fashion Week does not always capture the essence of French Girl Style. It’s often overdone and far from the classic, effortless style you see in the everyday city scene here in Copenhagen, for example.
2022
Caro Editions: “Individual. Intuitive. A bit rebellious.”
This Copenhagen-based line is designed by model-turned-entrepreneur Caroline Bille Brahe.
What was the impetus behind the brand?
I founded Caro Editions in 2022 and I call it a clothing brand rather than a fashion brand. It is very much about my personal expression, what I like to wear. It’s family-owned (with my husband Frederik Bille Brahe) and we work carefully and slowly. We have just launched our third collection and I think it has a clear identity, you can see it is designed by me. It’s really well considered and complete with a bit of everything, dressy shirts and dresses, pants, a wearable suit that’s not too suity, and super-soft knitwear. When I am designing the collection I often think of something the stylist Karl Templer used to say, ‘It needs to look expensive.’ It sounds arrogant but I think he’s right—if the colors are rich, the fit is good, the material looks nice —then it looks expensive. You want to be like, ‘Wow where did you get that jacket from?’ That’s very important for me.
Clothing should make you feel good, bring confidence. What I learned from modeling was that I could not do my job properly when I didn’t feel right in the clothing. It used to get me in trouble because I would question what I was being asked to wear. If I didn’t like the clothes, I could not give my best. It is also important to mention that we have built the brand around a set of values: quality, craft, authenticity, generosity, community and culture. And they represent our beliefs.
What does Scandi style mean to you?
I am a true Copenhagener and for me it is more about the attitude than the look. Danish women are confident dressers, mixing and matching and layering. Plus there’s always the practical side of wearing sneakers and layers that suit our lifestyle.
How has the idea of Scandi style changed over time?
To be honest it is not something that I especially track. I just follow my instincts. I don’t overthink it. For me you lose the charm if everything is coordinated to a certain style and over-thought. When I see bloggers and influencers in these perfect, planned outfits, I don’t feel anything, I like it when things are more impulsive, more emotional. To me the beautiful thing is that imperfect perfect. I don’t really like this Scandi-style label, I think style is much more personal. You can’t just put a style over a region, to me that’s more of a blogger approach and I don’t want Caro Editions to be put into that box. I think we have a distinctive voice and style that we will keep building on.
2023
Cannari-Concept Birger Christensen: “Groovy. Bossy. Bold”
Born in Sweden, Anna Winck now lives in Copenhagen where Birger Christensen Collective, the company behind the brand, is headquartered.
What was your entry into the world of influencing?
In 2012, I began sharing outfits and daily thoughts on Instagram, initially as a hobby under the handle @madmoisellewinck. It took me approximately six years of consistent updates before I reached a significant milestone of 10,000 followers. In 2019, my content evolved, incorporating edgier elements and a diverse range of fashion styles such as showing off my tattoos or wearing men’s clothing. My follower count rapidly surged almost weekly and suddenly I had 100,000 followers but it wasn’t until 2020 that my channel became more influential with paid partnerships. This involvement with fashion on Instagram drew the attention of Birger Christensen Collective, who appreciated how I styled Rotate with my vintage and menswear pieces. This connection eventually led to them reaching out to me for a collaboration which ended up turning into Cannari-Concept.
What does Scandi style mean to you?
My personal style is quite different from the typical Scandinavian fashion. However, Scandinavia has also given rise to some really cool sportswear brands that have significantly influenced my taste. When I was a teenager, I had a strong obsession with brands like J. Lindeberg and WeSC, which primarily target the skateboarding and snowboarding market. I was drawn to their oversized and boyish silhouettes, as well as their washed colorways. I used to style their hoodies with miniskirts, sneakers, and a Pokémon bag, creating a unique and personalized fashion statement that combined elements from different sources…. Cannari finds its unique place within the Nordic fashion mix by embracing a style that has evolved from the traditional Swedish aesthetic towards the more daring and outgoing Danish style, which is characterized by a preference for baggier, casual, and relaxed clothing…. While the Scandinavian fashion scene has evolved to include more sexy and youthful styles, Cannari finds its niche in capturing a free-spirited sense of youth and nostalgia but one which allows individuals to confidently embrace their bodies and express themselves uniquely.
How has the idea of Scandi style changed over time?
While it was traditionally known for its clean and minimalistic aesthetic, there has been a shift in recent years towards a more daring and sexy style. The fashion world is increasingly embracing nudity as a trend, and there is a growing acceptance of showing elements like nipples and panties as a form of self-expression. This shift towards a sexier and more revealing style is a departure from the traditional Scandinavian fashion, which emphasized a low-key style and minimalism. As Scandinavia has become a more diverse and inclusive society over time, so has the Scandinavian style.
2023
Àvora: “Feminine. Timeless. Playful.”
This Stockholm-based brand is led by Bianca Ingrosso and Vanessa Lindblad.
How does Scandi style work its way into your designs?
Àvora is not like any other Scandi brand. We wanted to challenge the Scandi look with a mix of playful essences from the south of Europe. We want to be timeless but with a playful twist that you often see in our cuts and silhouettes. Our internal expression ‘Scanditalian’ is an explanation of this merge of Scandi and Southern European style. Àvora is a look where classic meets future.
How has the idea of Scandi style changed over time?
I think people associated Scandi style with ‘less is more’ much more before, but brands like Acne Studios have shown the fashion world that we are a lot more playful and bold.
Why do you think it is a subject of such fascination?
I lived in New York for seven years back in 2007, and during that time I already noticed the fascination with Scandinavia in so many ways. Elin Kling was already one of the hottest fashion profiles from Sweden. Our music exports like Avicii, Swedish house Mafia, Alesso, Kygo etc. were in their prime time. Spotify was blowing up and the Scandi reputation was overall really good. We have strong brands in Sweden like Acne Studios and Toteme that are world-known. I believe that we have always been early adapters and creative in the sense that we set trends and other parts of the world follow. We have always been known to dress well and I I think that people have noticed that even more through social media.
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These interviews have been edited and condensed for clarity.
