In this age of individuality, digital influence is increasingly penetrating contemporary brands that bridge the gap between luxury and fast fashion. A decade after the first Scandinavian influencer brands were born from blogs (Anine Bing in 2011, Toteme in 2014), the fashion world has entered a minimalist boom period that has seen some of these brands gain traction. But the stereotype that the region’s style is almost exclusively about clean lines and tones underscores the evolution of Scandinavian cool. Consider: Gunny Girl, with its colorful printed dresses, began its global run in 2012. And Rotate, the label launched by street style darlings Janette Madsen and Thora Valdimars, is celebrating five years of glamorous party looks.
Today, the Scandinavian girl is just as influential as the French girl when it comes to fashion traction. Why? The women I surveyed for this article, who came to design through blogging, social media, street style, modeling, or a combination of all three, all agreed: Scandinavian fashion is rooted in an active, city-meets-country lifestyle that demands basic functionality.
The design process often involves an element of problem-solving, whether that means keeping profit margins low to make quality fashion relatively accessible, as Armada label has done, or building an inclusive, safe space for a community of shoppers, like Jelf Avenue. “For us, Scandinavian style is about simplicity,” say Amalie and Cecilie Moosgaard of Rie Studio. “We cycle to work every morning, so we keep a practical mindset when it comes to our outfits.”
Founded by a collective under Birger Christensen, Copenhagen’s leading fashion retailer since 1869, Kannari Concept and Rotate approach fashion from a different, more skin-revealing angle, while the recently launched Avora offers a continental mix they call “Scanditarian.” In other words, not all Nordic brands are minimal, but ask any influencer-turned-designer to explain Scandinavian cool and you’re almost guaranteed to hear the word “timeless.” That’s certainly what I thought as I charted the evolution of Scandinavian influence from 2012 to today.
Anine Bing and the brand’s fall 2023 campaign star, Kate Moss.
Photo: Chris Colls/Courtesy of Anine Bing
2012
Anine Bing: “Timeless, unpretentious, classic.”
Danish-born Anine Bing grew up in Sweden and launched her eponymous brand in California, where the company is based.
