Have you ever looked at someone and thought, ‘Wow, they look amazing, but I’m not really sure why….?’
They’re wearing old jeans and a t-shirt, slightly scruffy boots and chunky jumper. It’s almost exactly the same outfit I wear everyday. But why does theirs look so much better?
If you’ve ever been to Scandinavia you will have undoubtedly encountered this conundrum. It’s called the Scandi-style effect. They’re just all so damn stylish and this was basically what I was saying all weekend in Gothenburg.
Scandi style is relaxed and understated. It’s that ‘I woke up like this’ look which actually takes hours to perfect.
Another thing I’ve noticed about Scandinavians is this healthy glow they radiate. They’re not all tall and blonde (although a crazy amount are!) but they’re all lean, healthy and sporty looking.
This Scandi-style phenomenon seems to be a lifestyle. It’s healthy, active, easy-going and it isn’t taking itself too seriously.
Here are some of my favourite Scandinavian style bloggers…
This is mainly a series of streetstyle photos from Stockholm’s uber stylish locals.
I’m currently loving the posts from Morocco. Travel + fashion + fitness inspiration is a winner in my eyes. There are a few different bloggers/models part of this I’m Next group so it’s worth checking out a few.
It’s all about the details.
Food styling at its finest.
I want her hair. And every single item in her wardrobe.
This is almost all in Swedish but, let’s be honest, no one reads the words on a fashion blog. I love this girl’s ability to be a chameleon. She looks like a different person in each post.
Vintage design and pretty things. What’s not to love?
Go straight to the travel section and you will not be disappointed. Apparently this is the biggest blog in Sweden!
Pretty pictures and Isabelle doesn’t seem to take herself as seriously as the other bloggers. Expect lots of smiles and colour.
Do you have any more Scandi style bloggers to add to the list?
Come back tomorrow for a shopping and design tour in Gothenburg.