Tag: H&M

Scandi-Chic

Ooh

You can dance

You can jive

Having the time of your life

Ooh, see that girl

Watch that scene

Dig in the dancing queen

ABBA Dancing Queen

Whenever I used to think of Sweden, I immediately would think about ABBA, or the popular Swedish retailers IKEA and H& M. I never thought about fashion. Ever.

We all know Europe is famous for its fashion capitals, but until recently many have overlooked Stockholm. In the last few decades, it has emerged as one of the top places to go for a fashion fix, without ever looking like it was really trying. The effortless simplicity of style in Sweden’s capital would be interesting to any fashionista.

Stockholm Street Style from my closet

I began to wonder if I could go into my closet and reproduce outfits that one might see while walking the streets of Stockholm. Needless to say, the effortless street style that Stockholm is so famous for is not about one look in particular, nor is it about wearing certain labels or brands.

Just exactly what is Stockholm Street Style, anyway. Well, it’s about individuality, dressing in a way that brings out your own individual personality in clothes.

The use of the term ‘Scandi-chic’ has increased in recent years. I think it has come to represent a personal sense of style. An ‘ I am dressing for me. I am dressing for comfort’ style.

Just think of IKEA, H&M. Simple and something you can easily put together yourself. Easy and uncomplicated style. A natural sense of style.

Anne-Sofie Back is a trending Swedish designer that is popular both in Sweden as well as London. And, of course, Björn Borg,  is associated with being sporty, creative and innovative. 

Coco Chanel once said, “simplicity is the keynote of all true elegance”. I think, in Europe, Stockholm has gotten the message and is giving Paris interesting competition.

Sandra Hart • Life Over Sixty With Sandra