If Parisian chic was once the epitome of what the fashion crowd aspired to, now it is the Scandi set we look to for inspiration. From furniture design to interiors and down-to-earth concepts like “hygge” (cosiness) and “lagom” (moderation), our obsession with all things Scandi – fashion in particular – shows no sign of abating. 

We take inspiration from the street style of the Danish capital to find the secret to their aspirational – but not entirely unattainable – look.   

  1. Don’t try too hard – this is key to having that je ne sais quoi yet refreshingly inspiring look.
  2. Dressing down than dressing up for a night out – daring to go low key doesn’t mean being basic. Mixing expensive with street always results in a cool and personal look.
  3. Mix feminine with masculine to create contrasts and often add sporty elements to the mix – why not try wearing sneakers with a long gown for a day at the office?
  4. Clever colour combinations are another favourite – take a playful, colourful and fearless approach to dressing like hot pink and shiny yellow.
  5. Be comfortable – always.  

When in doubt stick to the four Cs: comfortable, classic, casual and cool. 


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