Polski
Scandinavian style has more and more fans, and so do the clothing brands that were born in this part of the world. Lesser and more well-known brands stand out for their unique aesthetics, as well as their high quality and attention to detail. Scandinavian clothing brands are gaining worldwide recognition for their minimalist approach and functionality. Customers appreciate their unconventional approach to fashion, in addition to their uniqueness. Rotate, Ganni, Acne Studios, Toteme, By Marlene Birger – these are premium companies that have been on everyone’s lips for a long time. There are quite a few similarities between the minis, although each brand has its own vibe, nevertheless they are largely inspired by classic fashion from Scandinavia.
Table of Contents:
- Scandinavian clothing brands and Scandinavian fashion – what sets it apart?
- Rotate – extravagance plus minimalism
- Ganni – classics in a modern edition
- Acne Studios – Scandinavian minimalism
- Totême – the clothing brand of blogger Elin Kling
- By Marlene Birger – romanticism combined with modernity
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Scandinavian clothing brands and Scandinavian fashion – what sets it apart?
Stockholm Fashion Week is an important stop for editors and bloggers, for a long time this country has had a huge influence on the industry. Scandinavia, a region of northern Europe, differs significantly from Paris or Milan not only in climate, but especially in aesthetics. The style of the inhabitants of this part of the world is distinguished by minimalism, as well as androgynousness, that is, the use of men’s garments or those unisex in women’s styling. Girls from Denmark, Sweden and Norway mainly wear layered combinations, sets and longer dresses, as well as casual classics in the form of sporty sweatshirts and white shirts. Scandinavian fashion is full of contrasts, both in terms of styles, colors, patterns, as well as materials. Expressive accessories conquer simple styles, from scarves to unusual headwear. Fashionistas (fashion fans) are strongly inspired by the image of the inhabitants of this remote part of Europe, in addition to willingly wearing products of premium brands originating from this region.
Rotate – extravagance plus minimalism
Rotate was founded in 2018 in Copenhagen. The brand was founded by Birger Christensen and stylists Jeanette Madsen and Thor Valdimarsdottir. The main inspiration is the crazy 80s, as well as Scandinavian aesthetics. The Danish clothing company is famous for its unfussy party dresses in an extremely feminine way, topped with simple sweatshirts and sweaters with the brand’s name prominently displayed, coming from the casual line Rotate Sunday. A large dose of extravagance is firmly in the company’s DNA, as is a reference to the roots of Scandinavian style, although the brand is far from the conservative standards originating from that part of the world. Indeed, sophisticated minimalism is intertwined with glitter, bold prints and sensual cuts. Rotate recently teamed up with fashion giant H&M of Sweden, which is how a limited, capsule collection was created in the specific climate of the Danish brand. The first went on sale in 2023, while the second appeared a year later.
Ganni – classics in a modern edition
The Gianni brand is one of the most popular when it comes to clothing companies from Scandinavia. The company has been in existence since 2000, at that time it specialized in cashmere clothing, after 10 years it was taken over by the Reffstrup couple, who provided fame and distinctive style. The end of 2017 saw more changes, as L Cetterton, affiliated with the LVMH(Louis Vuitton Moët Hennessy) conglomerate, took over the majority of shares, making Gianni a global brand. Eclecticism has always come to the fore anyway, so it’s all about strong color contrasts and a variety of cuts. Gianni’s aesthetic is immediately striking, as the brand focuses on floral dresses, handmade sweaters, T-shirts with smiling emoticons and fruit appliqué (the Cherry bomb model literally conquered Instagram), plus timeless accessories, including cowboy boots. The company has repeatedly partnered with sales platforms and other brands, including a collection created in duo with New Balance.
Acne Studios – Scandinavian minimalism
Stockholm is the city where the Acne Studios brand was founded. In 1996, a group of friends transformed the multimedia design agency into a fashion brand. This is the most famous company when it comes to Scandinavian aesthetics, as it pays tribute to classic minimalism. Simplicity and purity of form work well with expressive elements and a remarkable color scheme. Acne Studios, like no one else, combines opposing styles on the basis of expressive contrasts. This brand is famous for its stylish jeans, and it was this garment that was the first product to appear in the range. Today, the assortment is much richer, as there are even proprietary perfumes. From the beginning, high quality in duet with innovation has been the basis of every women’s and men’s collection of this Swedish brand.
Totême – the clothing brand of blogger Elin Kling
Stockholm is the city where the Totême brand was founded in 2014. Popular blogger and well-known influencer (a girl who promotes trends and sets new fashion trends at the same time) Elin Kling and her partner created an original fashion brand maintained in Scandinavian aesthetics. Neutral colors, high quality, simple lines – these are the characteristics of the timeless style that built the DNA of Totême. The wide assortment is based on clothing and accessories for everyday wear and those for special occasions. Elegant models are mixed with those with a sporty twist, while refined details add to the sophistication. Totême is a luxury brand operating in the climate of “slow fashion”, so it follows its own direction, without worrying about momentary trends. Functionality and timelessness are key for the founder, as is a consistent style, as each piece in the collection fits perfectly with the others.
By Marlene Birger – romanticism combined with modernity
Brand by Marlene Birger has been in existence since 2003. The company has set a completely new direction in Scandinavian fashion, but firmly adheres to the well-known simplicity associated with the aesthetics of Northern European women. In 2020, designer Marlene Birger was replaced by creative director Mai Dixdotter, along with her sister Ellen, the CEO (the company’s top executive position). They refreshed the company’s image, adding a touch of boho style to the strict minimalism, and therefore much more femininity. Eclecticism can still be seen alongside simplicity bolstered by distinctive touches in extremely artistic ways, such as through offbeat patterns. The brand by Marlene Birger is nevertheless associated above all with elegance, high quality and with sophistication.
