I've Discovered the Scandi Version of Zara

Earlier this year, I discovered a Zara-like high-street brand I had never heard of before, and within 24 hours of finding it, our office had placed a bulk order. Sweden's Gina Tricot was founded in 1997 and has over 180 stores, but it's relatively unknown here in the UK. However, thanks to the Scandi Instagram set, I think that's about to change.

It girls Hanna Stefansson and Emili Sindlev are big fans of Gina Tricot, and it's the designer's pastel suits, square-neckline tops and pink midi dresses are what caught my attention. The good news? The brand's pricing is really sharp—in fact, everything on my wish list is under £50. Like any more affordable brand though, it's all about sifting the wheat from the chaff, which is why we've trawled through countless pages of product to bring you the very best bits.

Keep scrolling to see how some of our favourite influencers are wearing Gina Tricot, and then and shop the best pieces available now.


(Image credit: Hanna Stefansson)

On Hanna: Gina Tricot Caro Blouse (£31)


(Image credit: Karo Dall)

On Karo: Gina Tricot Darlo Dress (£35)


(Image credit: Karo Dall)

On Karo: Gina Tricot Sofya Blouse (£35)


(Image credit: The Style Stalker)

On Emelie Durfelt: Gina Tricot Lisa Shirt (£18)


(Image credit: Darjabarannik)

On Darja: Gina Tricot blazer


(Image credit: @hannastefannson)

On Hanna Stefansson: Gina Tricot Maia Romper (£45)

On Hanna Mw: Gina Tricot Charlotte Dress (£45)

Shop Gina Tricot

Related: The Geography of Fashion: Why Scandi Fashion Is Becoming More and More Alluring

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This piece was published at an earlier time and has since been updated.

Emma Spedding