Thursday, 27 September 2012



Cheap Monday’s A/W 2012 collection, taken at Copenhagen Fashion Week, on February 3 2012, photograph by Samuel Trottman.
Forget all those fancy frills and elaborate embellishments -strip down to clean lines and simple cuts. It’s the smaller details that matter this Autumn/Winter and the ‘Scandies’ couldn’t be happier.
Rethink the lookgood, feelgood glamour of London, Paris, Milan, New York and envisage a clean, refreshing, back-to-nature aesthetic- embraced by Scandinavians. It’s their signature, minimalist, architectural style, that’s making “The Killing” this season and I wonder why…
Industry spies have been watching Danish fashion shows like a hawk, looking for clues in style and design to snatch, from the likes of AcneSteiner Goya, Henrik Vibskov and Wood Woodwho compete as major players in the fashion market. These are the dark-horses of Scandinavia. Admired and coveted by Rihanna and Lady Gaga. The spring shows of Copenhagen Fashion Week highlighted, traditional Nordic design, mixed with a modern, minimalistic twist. Simple, unstructured shapes, which are eminently wearable by all.
It’s hard to miss the increase of Scandinavian brands in menswear on the high-street. It’s everywhere, in menswear boutiques and online retailers such as Wild Swans, which specialises in Scandinavian branded clothing. There are jeans by HUMOR and Cheap Monday, underwear by Bjorn Borg, backpacks by Sandqvist or Fjallraven or coats by Stutterheim. Ideal for men who want to invest in something long-lasting. Jamie Cansdale, who co-runs the Bristol menswear boutique “Donuts” is one of the many buyers who has noticed the stereotypical Scandinavian stark simplicity and sees it as an advantage. “There’s definitely an understatement with brands such as Norse Projects and Wood Wood, but they are also not afraid to use bright colours. or bold patterns on the right piece and couple it with an emphasis on materials and quality “ he says.
 So, how did the Scandinavians make functional the new fashionable. Is it the continued success of Swedish brands high on the fashion scene, like Acne, which recently launched its new 400 square foot flagship stores in Soho, New York and their second in Paris. Or the popularity of the Faroese jumper worn by character Sarah Lund in Danish crime drama, ‘The Killing’.  What about the beautiful Lana Del Rey’s recent shoot for H&M’s Autumn 2012 collection? Of course these are all contributory factors. But it’s the ‘we don’t need no logos’attitude that sets Scandinavian designs apart from all others and one that makes their clothing not only unique, but seriously in demand.
“Sweden has never exported so much fashion as it has during the first half of 2012.” says Ola Toftgaard, of the Swedish textile and clothing industries. With up to an increase of 26 % in the last year with brands: Tiger of Sweden, Acne and J. Lindeburg the popularity of Scandinavian clothing is ongoing.  From Malene Birger to H&M Scandinavian designs are hitting the streets like never before.  So, stride out in Scandinavia’s finest. Dressing is still a glamorous affair, just deliciously functional.
Words by Olivia Todd

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