What Is Scandi Style Really?

The once understated Scandinavian look is now a canvas for self-expression, inviting everyone to embrace boldness.

Words by Fabrizio Abate

Published 20.04.24

Scandi style has emerged as a global phenomenon celebrated for its unique blend of simplicity, functionality, and a touch of effortless chic. Originating from the real time runways of the Scandinavian capitals Copenhagen, Stockholm, and Oslo, this style ethos has captured the imagination of fashionistas worldwide. But what exactly defines Scandi style in the context of fashion, and how does it manifest through brands like Ganni?

At its core, Scandi style embodies a sense of simplicity without sacrificing beauty or comfort. It's about creating spaces and designs that are uncluttered yet inviting, practical yet visually striking. This style celebrates natural light, often with large windows and light-colored walls that maximize brightness even during the darker winter months. The use of natural materials like wood, leather, and wool adds warmth and texture to these spaces, fostering a cozy atmosphere that feels both modern and timeless.

Ganni: Where Bright Colors and Prints Meet Scandi Style

When we think of Scandinavian fashion, images of clean lines, neutral colors, and minimalistic designs often come to mind. However, Danish brand Ganni is rewriting the rules of traditional Scandi style with its bold and eclectic approach.

Founded in 2000 by Ditte and Nicolaj Reffstrup, Ganni has gained international acclaim for its vibrant prints, playful patterns, and unconventional color combinations. Unlike the subdued aesthetic typically associated with Scandinavian fashion, Ganni's collections burst with energy and personality.

What sets Ganni apart is its fearless embrace of individuality and self-expression. The brand challenges the notion that Scandinavian style must adhere strictly to minimalism, opting instead for pieces that exude confidence and creativity. From eye-catching floral dresses to statement knitwear, Ganni celebrates fashion as a form of self-discovery and self-expression.

Ganni's approach to design reflects a shift in the perception of Scandinavian fashion. It proves that minimalism doesn't have to be synonymous with restraint; it can be a canvas for boldness and innovation. As Ganni continues to redefine Scandinavian style, it invites fashion enthusiasts to embrace their unique sense of style and rewrite the rules along the way.

Baum und Pferdgarten: Disrupting Scandinavian Style

Baum und Pferdgarten, founded by Rikke Baumgarten and Helle Hestehave, shares a similar ethos with Ganni in challenging the norms of Scandinavian fashion. Their collections are characterized by unexpected color combinations, playful textures, and eclectic patterns that diverge from the region's reputation for minimalism.

Together, Ganni and Baum und Pferdgarten represent what a select group of fashion enthusiasts call Scandi Style. They show that Scandinavian style can evolve beyond its traditional boundaries, inviting fashion enthusiasts to embrace a more expressive and dynamic approach to dressing. As these brands continue to innovate and inspire, they redefine what it means to be stylish in the Scandinavian context, one bold collection at a time.