I'm a Swedish Founder and TV Personality— 6 Winter Trends All Scandis Are Loving

According to my Pinterest mood-boards and one-way trip I'm thinking about booking to Stockholm next spring, I'm practically a born-again Swede. After visiting the sophisticated Scandi city earlier this season, there were a few things I knew I needed to replicate when I touched down in New York City; Fika, for one, and the life-changing Swedish style, for another. If you're looking for the former, go to Fabrique. If you're looking for the latter, follow none other than Bianca Ingrosso's lead — the Swedish It girl and Caia Cosmetics founder knows a thing or two about leading an industry. 

"First and foremost, everything we do is to help our customer become the best version of themselves — their own Caia," the 28-year-old told Who What Wear during an interview at her colorful, dream-like headquarters in Stockholm, Sweden. It's hard not to get lost in the world of Caia — a self-created cosmetics brand that's dominated the Nordics. Since launching in 2018, the skincare and makeup brand has taken over Sweden, Norway, and Finland, with several European countries following suit. In 2021, the brand was projected to gross over $35 million in the next three years alone, something they're no-doubt hit as Ingrosso explains the brand's next steps in conquering the United States market.

Ingrosso, who grew up around theatre and stage makeup due to her musically-acclaimed mother, knows the comparisons are there: record-breaking social media following, famous family and subsequent television show, and beauty empire. To her, though, it isn't so much about replicating the secret sauce that celebrity beauty founders in the United States have found success with; it's about introducing the rest of the world to Caia, the self-created, alter-ego that embraces confidence, sex appeal, and "boss energy," that propels the brand forward. 

"Caia is just an extension of who we all want to be, which is the best version of ourselves," Ingrosso explained. "Some days, I just want to get ready at home, play some music, feel incredible about myself, and unleash that cool, sexy energy. Other days, I'm more calm and just want to relax. It's all about putting on a character and stepping into that."

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As a founder both on the cusp of a United States cosmetics launch and half of the creative force behind Ani Jewels, a jewelry label started by her and friend Lovisa Worge, Ingrosso is a fashion North star in her own right. Below, get her take on all of the can't miss fall and winter fashion trends the stylish Stockholm set is wearing.

Distressed Leather

Take it from Ingrosso herself — distressed and worn-in leather styles are just as big across the pond as they are in New York City. Opt for brown, worn-in-looking styles in lieu of shiny, patent leather jackets or pants.

Neutral Colors

Unlike their colorful, Danish neighbors, Swedes often prefer lowkey luxe-looking outfits consisting of neutral, easy to wear shades like navy, black, grey, and white. Not only is the palette incredibly chic, but it's also a fan favorite of the majority of Stockholm's cool kid scene.

Maxi Coats

Just as they were seen in the runways of the Fall/Winter 2023 shows, maxi coats aren't just reserved for the Paris, Milan, or London crowd. Floor-skimming styles are often the go-to for stylish Swedes including Ingrosso, with slouchy, oversize fits being the go-to choice.

Elevated Accessories

Swedes like their accessories sleek, simple, and timeless. Just take a look at Ani Jewels, the line Ingrosso co-founded with one of her best friends. Whether or not you want to call the understated look quiet luxury or not, either way, it's a timeless take on the chunky, gold jewelry trend that fashion people were obsessed with a few short months ago.

Slinky Slingbacks

Whether it's when visiting the Caia Cosmetics HQ IRL or just peeking through the Pinterest boards of stylish, Scandi women, this dainty, sexy shoe style was worn by nearly everyone when I went to the Nordics. Plus, it's one of Ingrosso's favorites. Opt for a toned-down, sophisticated style to wear with jeans, mini dresses, and more.

Simple Silhouettes

Scandis have their go-to uniform perfected by now. Unlike cool, eclectic Copenhagen girls, the Stockholm crowd prefers timeless silhouettes, sleek pants, and silky dresses in lieu of over-the-top textured, patterns, and shapes. Something as simple and chic as a white button down, slouchy trousers, and a vintage-looking trench coat is the look du jour for the majority of the Stockholm's stylish residents