As one Vogue.com article I read recently put it, “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.” Well, I’m not over French Girl Style - Sezane, Ba&sh, Des Petits Hauts are some of my favourite French brands and I’m hard pressed to find anything that I don’t like - but the seemingly effortless, laid-back and versatile Scandi way of dressing is hard to ignore, easy to love.
Scandinavian style isn't limited to fashion - for some time it has been forefront from furniture design, interiors and even influencing our lifestyle choices - with the uptake of concepts such as the Danish “hyggae” - casual or cosiness - or the Swedish “lagom” - mindfulness and moderation - and now the latest, "umage" [pronounced oo-may] which encourages us to basically "make a bit more effort." If we used to think of Scandi style as minimalist, then the explosive rise of mid-market labels like Ganni, has upped the tempo, adding colourful and printed styles to that cool Copenhagen girl style riding around the city in a dress and sneakers.
I’ve long been following influencers such as Pernille Teisbaek, Jeanette Friis Madsen and Emili Sindlev on the 'gram (see above) - loving their casual, uncomplicated but whimsical style. The oversized jumpers, wide leg print trouser, primary colour-clashes, abundance of skirts (absence of jeans) or pretty floaty dress paired with sneakers or flip flops are aspirational. Sindlev wears colours boldy - orange & green, pink with yellow, mustard with teal - it looks amazing and I want to try it.
She captioned this fluffy Loewe jumper and yellow H&M trousers on instagram with "This sweater is for Danish “hygge”🐻 I'm feeling a fuzzy feeling of contentment just looking at it.
When this blonde trio - Madsen, Sindlev and Teisbaek - stride through sun-drenched Copenhagen for Fashion Week, looking like Bond Girls, paps flashing, I wish I could be fifteen years younger and part of their girl squad!
However, I live in Singapore, with two small children and am approaching my mid-forties. So whilst I might hanker for days lounging in fluffy sweaters, wide leg trousers and snakeskin boots, my reality is fighting the frizz and avoiding a ‘tash sweat. BUT if there's one style I can emulate - and achieve - it is going to be the floaty dress + sneaks look. So this is what I've focussed on for this #moodboard.
The look is anchored around a dress by local Danish label Jasper Living and seen here worn by Singapore-dwelling-Dane, Rikke May, who I think it might be fair to say is a muse of JL. She wears the New Mie Spring Flowers Dress - with it's cute frill sleeve, fluid silhouette made from a breathable, on-trend micro-floral print fabric - ideal for our tropical climate. Jasper Living carries mini and maxi versions of most of their dresses and a number of pretty prints to choose from - discover them here.
In keeping with the laid-back styling, the Finlay Fringe Tote adds to the bohemian, laid back look. Pop the yellow of the dress by choosing the yellow colourway or keep it mute and go for ash grey. Add a pair of Veja sneakers from Shopbop (their delivery times to Singapore are incredibly fast - local online retailer Zalora stock some Veja styles too) in gold calfskin and a statement set of rose tinted specs (style Taplow) from super-cool London Finlay & Co brand. Finally, a simple, rose gold bangle inscribed with the motto "YOU'VE GOT THIS" by (another local love ) - the Mindful Company - circles serenely into our newly found "lagom" state of mind.
Hugs or 'hyggae' to you all!
1. Finlay Fringe Tote Bag by ELYSE & i - in yellow or ash grey butter-soft nappa leather. Shop it here.
2. "YOU'VE GOT THIS" bangle in rose gold by THE MINDFUL COMPANY. Shop it here.
3. Gold V-10 Sneakers by VEJA from SHOPBOP.COM - Shop it here.
4. Taplow Sunglasses with Rose Gold frame & Rose Gold mirror lenses by FINLAY & CO - Shop it here.
5. New Mie Spring Flowers S dress by JASPER LIVING. Shop it here or at Tanglin Mall's Badger & Fox shop.