Six Scandi Influencers that will inspire you to wear more colour
Our Scandinavian neighbours have imported a variety of cool brands like IKEA, ACNE STUDIOS and The H&M Group (Arket, Cos, & Other Stories) to the UK. With their love of clean cut, sophisticated shapes and effortless style, they have influenced us about the uncomplicated approach to style and fashion that we have embraced from the moment they arrived on our shores. The Scandi style has become a hot topic thanks to Copenhagen Fashion Week, which exploded onto the scene in 2006, and quickly become the week to watch on the fashion calendar. Thanks to their ‘radical’ approach toward sustainability and brands like Cecilie Bahnsen and Ganni, CFW delivers a new and exciting approach to fashion that standout above the rest.
Our perception of what it means to be a Scandi influencer is also changing, and while we normally associate them with their perfect minimalist approach and muted tones, this stereotype is quickly changing. The archetypal idea of what ‘Scandi-Style’ represents, is changing through colour, and is swaying towards a sophisticated maximalism approach. With the help of Scandinavian brands like Saks Potts, Samsoe + Samsoe, Rotate Birger Christensen, Baum und Pferdgarten and Stine Goya (the list goes on) - colour and clashing patterns are plentiful and in high demand. The new wave of Scandi influencers are embracing these brands and re-inventing the stereotypes.
Loud colours have the ability to provoke a playful and carefree attitude, one that I think is fitting with summer months and the warmer weather. I’ve forgotten how to wear colour. Black has always been my colour of choice through its timelessness and effortless ability to transform any piece of clothing into appearing far more elegant and expensive. It is not that I don’t want to wear colour, it is just the idea of wearing an abundance of colour in an outfit can often be a daunting and challenging.
During lockdown I have excessively scrolled through Instagram, and what I found surprised me. A plethora of of Scandinavian Influencers that were dressed head-to-toe in colour - not the same colour, but contrasting tones and patterns. For example blues paired with pink, or greens paired with yellow, are becoming synonymous with the new Scandi influencer and their effortless and cool aesthetic. However, if you are new to this (like me) and loud and bright colours are too intimidating, start with pastel tones - like a pastel green cardigan and blue jeans, or a pastel yellow skirt paired with a white shirt. It is also a good idea to find your ‘happy colour; one that you want to be seen out and a bout in, and go from there.
It’s not about giving up black; it’s about giving a new lease of life to your wardrobe through colour, one that lift your mood up, and will make dressing in the morning that bit more exciting. These influencers are teaching us to embrace a carefree approach to colour dressing, proving that no colour combo is a bad one. If you aren’t convinced, here are six Scandinavian influencers that will inspire you to wear mood-lifting colours. Could this be the end to your all black wardrobe? It certainly is for me.
The queen of clashing prints
Rixo dress, £285, www.rixo.com
Mango bag, £19.99, www.mango.com
Tuza necklace, £307, www.tuza.com
& Other Stories heels, £79, www.stories.com
A pink dress and green mules, who would have thought?
Stine Goya at Selfridges, £210, www.selfridges.com
Topshop heels, SALE £25, www.topshop.com
Anni Lu earrings at Browns Fashion, £105, www.brownsfashion.com
A neon 70's combo that is so right
Alberta Ferreti trousers at Farfetch, SALE £192, www.farfetch.com
Avavav shirt at Net-A-Porter, £137.44, www.net-a-porter.com
Shrimps bag, £455, www.shrimps.com
Ray Ban sunglasses, £140 ,www.ray-ban.com
Brinker and Eliza earrings, £80.13, www.brinkerandeliza.com
Uterque shoes, £99, www.uterque.com
A dreamy pastel ensemble
Envii jacket, £103, www.envii.com
Jigsaw trousers, £110, www.jigsaw.com
Zara mules, £29, www.zara.com
A dress with loud trousers, dad trainers and a bold blazer. Its a yes!
Boden blazer at John Lewis, £68.60, www.johnlewis.com
Weekday bag, £35, www.weekday.com
Realisation Par dress, £143.10, www.relisationpar.com
Marimekko, SALE £212, www.marimekko.com
Gucci sunglasses at My Theresa, £270, www.mytheresa.com
New Balance trainers, £175, www.newbalance.co.uk
A cool combo of lilac and yellow we all want to replicate
Arket shirt, £55, www.arket.com
Hosbjerg trousers, £77, www.hosbjerg.com
Co Wren heels at ASOS, SALE £26, www.asos.com
Loewe puzzle bag at My Theresa, £1,350, www.mytheresa.com