Nordic style is easy to wear—and can even make us happy, its fans say. As Copenhagen Fashion Week approaches, we explore fun, practical Scandinavian girl style moves.

On a sunny morning last fall, a group of photographers huddled on a narrow sidewalk. As the shutters clicked, a parade of street style passed by: Chanel bags rocked over ripped denim jackets, sheer tutus paired with shiny pointed heels, menswear-inspired suits embroidered with tiny beaded strawberries. Top models like Paloma Elsesser and TikTok stars like Maya Stepper stood out; Pamela Anderson strolled through in a crisp white shirt and ivory slacks.

The scene is on par with what you'd see in street style hubs like Milan, New York and Paris. But this is happening in Copenhagen, a city with only 10% of London’s population and more famous for its Little Mermaid statues than fashion trends. How did this small Nordic city become a new fashion center?

“People are obsessed with Scandinavian style because you don’t have to change yourself to achieve it,” says Laird Bo, a Vogue editor and fashion historian who splits his time between New York and Stockholm. Laird Borrelli-Persson said. For fashion critics like Borrelli-Persson, "Scandinavian girl style" has transcended entrenched trends like #BarbieCore and #QuietLuxury to become a larger fashion movement rooted in cool looks , responsible practices, and unexpected color “ka-pow” or prints. "You could say Scandinavian girl style is the new French girl style," says Borrelli-Persson, referring to the long-standing fashion consisting of tousled hair, funky designer bags, and super-tight jeans and heels In-circle combination. "Scandinavian girl style is different. It's about layering. It's about shape. You don't need a Hermès bag and a restrictive diet to achieve it. People who love clothes find this idea truly liberating. "

Harvard professor and sociologist Dr. Martha Baker says there's science behind Scandinavian style. "Women in Sweden and Norway get about six hours of sunlight in winter," she told the BBC. "That's it! So they're using fashion to combat that feeling of depression and listlessness that can come with those dark, cold days."

The insistence on pleasant colors and patterns is a long-standing spirit Mary DesThe 72-year-old Finnish fashion brand was first sold in Italy in the 1950s and brought to the United States in 1960 by Jackie Kennedy. Today, you can see Carrie Bradshaw wearing a Marimekko dress on And Just Like That; actress and producer Sarah Jessica Parker is a fan of the show in real life. "From the beginning, our mission has been to bring joy and color to everyday life through bold prints, especially during the dark seasons," says Rebekka Bay, the brand's current designer. She notes that each Marimekko collection is tested and So wearers can run, jump, and "even dance" in the pieces, helping to encourage movement and combat winter sluggishness.

"I think there's this idea that when the weather is cold, you have to look puffy and either wear all neon or all grey," says Norwegian fashion influencer and stylist Nnenna Echem. "But we get really creative with the way we layer colors and textures. For example, I love wearing an oversized leopard print coat with a very plain gray sweater and a pop of pink handbag. It adds joy, It also lets you move around.”

For those who aren't too fond of bright colors, bold prints can also breathe life into dark times, whether it's Marimekko's indigo-print floral blue jeans from Helsinki or Acne Studios' candy-colored plaid scarf from Stockholm. "Nordic designers use layering to give the eye a sophisticated and exciting feel—and that's really intentional," says Dr. Baker. Choosing passionate prints and colors is a way to "be a small light in the larger world" through clothing, she said, while passionate designs can also be a form of "community building."

“You’ll notice that most Nordic fashion brands are run by a team,” says Borrelli-Persson, noting that many of Copenhagen Fashion Week’s biggest breakouts include Birger Christensen’s slinky date-night favorite Rotate, - The girls’ flagship product Ganni, the updated casual line Baum und Pferdgarten and Toteme – are all designed by teams rather than individuals. “It really speaks to the Scandinavian spirit of collaboration and being part of something bigger than yourself,” she said. "When you design for the benefit of the community and not just for your own fame or fortune, it's better for your mental health. It's also better for shoppers when they get quality merchandise they know they can trust. healthy. "

"Danish style is deeply rooted in simplicity, practicality and functionality, which are the basis for creative expression," says Copenhagen Fashion Week CEO Cecily Tolsmark. In a world where runway collections often feel like theatrical stunts rather than exciting everyday options, the focus on wearable style resonates — even with those who have made Parisian fashion their personal style benchmark for decades So are the people.

This spirit is echoed in current Scandinavian fashion darlings, including playful Danish label Cecilie Bahnsen and basics label Toteme, both of which add eye-popping twists to familiar staples. Details make clothes easier and more fun. wear. At Toteme, that means turning the collar of your standard winter coat into a scarf so you'll never forget to wear it around the house. At Cecilie Bahnsen, it refers to bow dresses, allowing you to customize many pieces to your body length, making it easier to layer the dress under a long-sleeved sweater on colder days, or if you prefer Pull the hem a little higher. Bearish bias again.

Bahnsen says she combines romantic details with practical elements, a direct link to her Danish roots. "Growing up in Scandinavia, functional elements played a big role in my wardrobe," she explains. "My clothes have to be appropriate for real life, whether I'm biking to the studio in the rain or playing with my son on a cold, windy day."

Stylist and influencer Echem is a regular at Copenhagen Fashion Week as well as London and Milan shows. She said her audience has "exploded" over the past few years with international interest from street style fans and fashion designers overseas. “I think people think all we wear are ski sweaters and hats,” Echem joked. "But our styles prove that you can be practical but never boring. When designers think about how your clothes should work, there's a lot of innovation that happens."

This month, London Fashion Week announced Updated sustainability requirements Targeted at all participating fashion brands, this includes an emphasis on low-impact materials and a ban on single-use props during fashion shows. Where did they get this idea? Copenhagen Fashion WeekFrom 2023, the bill requires all brands to prove they are more than just cocoons in landfills. When the city's next fashion show cycle kicks off on January 27, it will open with Opéra Sport, an emerging brand whose cool quilted fabrics use only recycled organic textiles for pencil skirts and loose oxford shirts.

“These partnerships are critical to driving a positive agenda and creating impactful change,” Tosmark said. They also have roots in a region of the world where, as Borrelli-Persson puts it, "there are still more trees than people." This means that even fashion houses located in cities like Stockholm or Oslo are essentially surrounded by nature. “When I first went to ECCO for some meetings, I saw that their offices and factories were basically in the woods,” recalls famous French designer Natacha Ramsay-Levi. Danish shoe brand’s quirky ballet flats Has been spotted wearing clothing by Chloë Sevigny. "I feel so inspired and excited to work there. Nature can make you feel more creative."

But even for those who don't exactly enjoy the outdoors, there's another reason to embrace Scandinavian style gals. “I don’t want to go hiking in the woods every day,” Ehem said. “But I love buying and wearing pieces that I know will last forever, and I believe in my favorite Scandinavian designers. The quality and style of our brand will last for years to come. It can be sustainable , and it still looks pretty cool.”