The key to scandi cool

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Carin Webster

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Stine Goya

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House of Dagmar

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Yas

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Stine Goya

SELFRIDGES is celebrating the best of Nordic style with a new pop-up, entitled The Scandinavian Co-op. The store, which opened today, has introduced a careful edit of 16 new brands that imbue the effortless, pared-down cool that is synonymous with Scandi chic.

“The calibre of international press and buyers that Stockholm Fashion Week is now attracting highlights the tangible excitement around Scandinavian design right now,” said Selfridges womenswear buying manager Lydia King. “It’s where we’re looking to for those wearable and confident collections, which are hugely covetable and – equally as important – very commercial.”

Although you might not recognise all of the labels on offer, from Stine Goya to Carin Webster, you will be familiar with the look they each champion; a refined and tougher version of off-duty model style. Silhouettes are still sharp and slim-fitting, but pared with a sense of ease.

“One of the aspects of Scandi fashion which I think excites people the most is that it’s a style of dressing with an inherent attitude,” King told us. “Even the tailoring, or eveningwear, is made to be worn with the ease of sportswear. It’s associated with minimalism and serenity, and rightly so, but where it becomes really compelling is in the case of an underlying sense of rebellion, which labels like Stine Goya and Designers Remix do so well.”

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