Scandinavian dressing is being celebrated for its unique blend of simplicity, functionality, and bold creativity. It has the world’s attention.
Known as “Scandi-girl style,” this fashion movement isn’t just about looking good; it’s about feeling good, too. With Copenhagen Fashion Week approaching, the world is turning its focus to the Nordic aesthetic that effortlessly balances practicality with vibrant self-expression.
“People are obsessed with Scandinavian style because you don’t have to change who you are to pull it off,” says Laird Borrelli-Persson, Vogue editor and fashion historian spoke to Faran Krentcil in her piece for The BBC.
Unlike the French-girl style, which relies on understated luxury and rigid beauty ideals, Scandi-girl fashion celebrates layering, playful shapes, and bursts of bold color. It’s fashion without the pretense—a liberating approach that makes it accessible to anyone who loves clothes.
This distinct style isn’t just a visual treat; it’s rooted in a deeper purpose. Dr. Martha Beck, a Harvard sociologist, explains that Scandinavian women often use fashion as a shield against the depressive gloom of long, dark winters. “Women in Sweden and Norway only get about six hours of sunlight in winter,” she says. “They use fashion to fight off feelings of depression and listlessness that come with those dark, cold days.”
Brands like Finland’s Marimekko, known for their joyful patterns, have long embraced this ethos.
“Our mission has always been to bring joy and color to everyday life,” says Rebekka Bay, Marimekko’s designer. From the bold floral prints on blue jeans to the playful lavender coats from Rotate by Birger Christensen, Scandinavian fashion turns clothing into a source of light during the darkest seasons.
Also, for Norwegian influencer Nnenna Echem, Scandi-style’s magic lies in its ability to mix practicality with personality. “I love putting on an oversized leopard-print coat with a simple grey sweater and a handbag with a pop of pink,” she shares. “It adds joy and still lets you move around comfortably.”
This inventive layering and use of textures is a hallmark of Nordic design, where even the darkest winters inspire bursts of energy through clothing.
Functional Yet Fun
Cecilie Bahnsen, one of Denmark’s rising fashion stars, embodies the balance between function and flair. Her designs—romantic frocks with practical features—reflect her Danish upbringing. “My clothes have to work for real life,” Bahnsen says. “Whether I’m biking to my atelier in the rain or playing with my son in the bitter cold, they must be functional.” This ethos extends to brands like Toteme, whose winter coats include built-in scarves, ensuring practicality without sacrificing style.
Beyond personal expression, Scandinavian fashion prioritizes sustainability. Copenhagen Fashion Week has led the charge by enforcing strict environmental standards for participating brands since 2023. Emerging labels like OpéraSport use recycled textiles to create chic, durable pieces that align with eco-conscious values. “These partnerships are vital for creating impactful change,” says Cecilie Thorsmark, CEO of Copenhagen Fashion Week.
Simplicity Meets Community
Collaboration is another cornerstone of Nordic design. Many Scandinavian brands, such as Ganni and Baum und Pferdgarten, are created by teams rather than individuals, reflecting the region’s cooperative ethos. “It’s about being part of something bigger than yourself,” says Borrelli-Persson. “That mindset not only fosters community but also supports mental well-being.”
It is a Style for Everyone
Whether it’s Marimekko’s iconic patterns, Acne Studios’ candy-colored scarves, or Toteme’s tailored basics, Scandi-girl style offers something for everyone. The emphasis on quality ensures these pieces stand the test of time, proving that sustainable fashion can still be incredibly chic.
“I don’t want to go hiking in the woods every day,” Echem jokes, “but I love buying pieces that will last. The quality and style of Scandinavian brands make them a trustworthy choice.”
Scandi-girl style is here to prove that dressing well can elevate not just your look but also your mood.
