The four fashion capitals of the world are widely known and rather iconic as they are homes to some of the world’s top designers and the highly publicised fashion weeks. Paris, New York, London and Milan with their respective cultures have offered iconic styles and have served as inspiration to the fashion world for decades. For instance, in the 1950s, we saw Christian Dior produce an A- line, off-the-shoulder dress that was rapidly replicated across Europe. The romanticised cafe culture of the French capital gave rise to minimalistic makeup looks (with the exception of that bright red lip), along with the classic white shirt and jeans outfit of the early 2010s – the era where lots of women were consuming books and manuals with titles such as ‘How to be Parisian’. A few years previous, the tartan scarves and coats of London- based brand Burberry were everywhere to be seen. More recently, Italian films such as Call Me By Your Name have popularised the Mediterranean summer aesthetic, typified by an abundance of summer dresses and long skirts. These examples are only the start of an exceptionally long list.
However, in 2021 and 2022, the four capitals have taken a back seat and have let their Nordic cousins take the spotlight for the moment, resulting in the ‘Scandinavian Girl’ look appearing everywhere. If you were to scroll through the Instagram explore page today and click on an outfit post, chances are the tagged location would be one of these four: Stockholm, Oslo, Copenhagen, or Helsinki. It is also likely that at least one of these elements are featured:
Monochrome or neutral tones
Loose or oversized clothing (think wide leg jeans, oversized blazers, shift shirts)
Jumpers and sweaters
Trainers, Trainers, Trainers (such as New Balance 550 or Adidas Originals)
Padded jackets, gilets, rain jackets
Chunky jewellery (from independent brands)
Crochet/ knitted balaclavas and scarves
The 'Scandi girl' embodies easy, effortless cool that is equally practical and functional for running around a bustling city. Trainers are a must, particularly if they are slightly retro in style such as New Balance 550s or Adidas Originals. Clothes that can be layered are also required and essential to the Scandinavian aesthetic: blazers and gilets that are oversized are able to accommodate much needed knitted jumpers in the cold winters. Whereas in the warmer months, large, flowy shirts allow for a breezy feel and provide a laidback vibe.
In addition, the Scandi girl enjoys dinners in a simple dress and blazer combo, paired with boots or kitten heels that are still walkable and do not destroy ones feet (Practicality is key). She is seen spending time on her own, buying herself flowers or going window shopping. Yet she equally loves being with friends, posting blurry photos of dinner parties and of course, getting coffee as part of fika – the very important Swedish coffee break. She is also active and athletic, seen in her Napapijri rain jacket and Sony headphones out for daily walks. The Scandi Girl represents fashion without the frills; a realistic and attainable style that represents the 21st century woman.
The Scandi Girl represents fashion without the frills: a realistic and attainable style that represents the 21st century woman.
Looking for an example? One of these Nordic women taking the fashion game by storm is Swedish influencer Matilda Djerf, who has inadvertently become the poster girl for Scandinavian fashion. If the name is not familiar, her hair definitely is, as it is Djerf herself that was the main inspiration behind the curtain bang trend that we have seen this past year. The 25-year-old started posting on social media as an influencer in 2016, when the California-style, beach vibe aesthetic was everywhere - her own feed was full of images of her holidays in Bali and other travel footage, receiving a few thousand likes per post. However, her follower count started growing when she began showing her life in Sweden with her neutral or pastel-coloured outfits and now it sits at a staggering 2.2 million.
From her success on social media, Djerf was able to develop her own clothing brand, Djerf Avenue. It channels everything notable about the Scandi Girl, from the neutral palate to the company’s non-seasonal approach, meaning any jacket, jumper or dress is timeless and will become a staple in any ones wardrobe.
So why has the Scandinavian style made its way onto the British and global fashion scene?
Something about the Scandinavian look in comparison to other trends of the 21st century is its simplicity - in colour, tone, and style. It appeals perfectly to a generation who have potentially reached saturation with the relentless consumerism of fast fashion trends and who have become aware of its environmental and ethical impacts. Instead of participating in an intense cult-ish trend, buying timeless, quality pieces seems not only more financially viable but less stressful too.
Furthermore, the style blends youth and maturity (such as home-made jewellery and scarves with suit blazers and trousers) and therefore suggests reason for its popularity with women in their late teens and early 20s who are transitioning into womanhood. The crocheted/knitted pieces such as balaclavas and scarves also play a role in showing personality and individuality through fashion. It is a way of displaying creativity and craftsmanship. It also represents taking time for oneself; spending time producing something whilst creating a cosy, relaxed vibe as the Danish custom of hygge [hu-ga] endeavours to do.
The Scandi Girl look is something deeper than just an aesthetic; it is conscious about societal concerns within fashion such as inclusivity. Matilda Djerf said herself, talking about her own fashion label that “you will never find retouched models on our website or social media. Our photos come straight from the camera roll, we don’t believe in editing bodies, pimples, or clothing. This is us. Just the way we are.” Furthermore, Djerf Avenue produce all their items in Portugal, to ensure their work remains ethical under EU working laws and to cut down on their carbon footprint. It is a prime example of how the Scandi Girl approach to style could be the solution to many of the issues within the fashion industry. Whilst it is unlikely that Stockholm, Copenhagen, Oslo or Helsinki will replace or join Milan, Paris, London and New York on the world stage of haute couture or designer fashion, Scandinavian fashion is able to serve as realistic inspiration for the average girl, adding style and coolness to the everyday.
The Scandi Girl look is something deeper than just an aesthetic; it is conscious about societal concerns within fashion such as inclusivity.
Article by Amy Clark