Scandinavian for value

Copenhagen StreetStyle this week gives us Rebecca, aged 15. Yes, 15. Why was I not this cool when I was 15? Why am I still not this cool almost 6 years later?! I think the main answer to this question is because I am not Scandinavian.

My hypothesis is thus: being Scandinavian automatically makes you 26 times cooler fashion-wise than everyone else.

Proof #1 is Rebecca here with her cosy big scarf, messy-chic hair, wonderful fringe, simple outfit and (as far as I can tell) no need for make-up. And also just Copenhagen StreetStyle in general, see below for examples.





(another annoyingly stylish 15 year old. Totally unfair.)



Proof #2 is FashionGirl on Stockholm Streetstyle who is my style icon. She dresses in a really simple way and yet always looks totally fashionable and original.







Proof #3 is Swedish label Acne. The coolest label going, and not ridiculously expensive either. Plus you won't end up looking like a fashion victim as Acne plays by its own rules instead of enforcing jeggings on the world. (Ditto Fifth Avenue Shoe Repair)





Hypothesis proved. The End. Case closed.

P.S. I'm totally treating myself to a shopping trip to Sweden once I'm finished in France....Monki here I come!

ILU Iloa

I am utterly convinved that Scandinavians have the best fashion sense. Sweeping statement, I know, but I'm continually impressed by everyone featured on both Hel Looks and Stockholm Streetstyle.

A brand new reason for my love of all things Scandinavian is my discovery of the fashion label Iloa, by Finnish UIAH graduate Anu Salonen. Her designs are simple with clean lines and a childlike feel to them. The sort of clothing you could wear when you want to look cute slobbing around the house as well as out and about.