These 4 Brands Were Scandi-Girl Secrets—Until Now
I've made no secret of my obsession with all things Scandi, having traveled to the region five times in the last couple of years. As I type this, I'm yet again packing for the 11-hour journey to attend Copenhagen Fashion Week, which begins on August 6. This season, there's even more attention on the Danish capital, considering that the fashion weeks in both Stockholm and Olso have been canceled for the time being. Plus, Cecilie Thorsmark, CEO of Copenhagen Fashion Week, is spearheading its push for sustainability, making the event all the more relevant and trailblazing right now.
Ahead of the fashion week's official kickoff, I wanted to take the opportunity to break down the more under-the-radar Scandi brands everyone is about to be talking about this week. First up is Helmstedt, which belongs in a fanciful fairytale replete with unicorns, rainbows, and sunshine (when you take a look at the ûber-colorful clothes, you'll know what I mean). Scroll down to see and shop all the emerging Scandi brands you need to put on your radar ASAP.
Helmstedt
Last year, Crown Princess Mary of Denmark presented Emilie Helmstedt with the prestigious Magasin du Nord Fashion Prize, so you can bet we'll be seeing a lot more of the creative genius's whimsical clothes on stylish women around the world.
Brøgger
Already a favorite of Danish girls, Brøgger could very well be the next Ganni when it comes to achieving cult status. In its brand-new spring 2020 show, the brand showed off extremely cool oversize suits, lots of statement sleeves, and plenty of pretty prints.
Résumé
There's a reason Résumé is spreading like wildfire: The clothes are colorful, stylish, and always on-trend. Plus, the brand is affordable, with prices hovering around the $120 mark.
Hofmann Copenhagen
Newly picked up by Shopbop, Hofmann Copenhagen is poised to expand its horizons well beyond Denmark. I love the brand's mastery of print and feminine shapes.
Next up, the nine best affordable celebrity dresses of summer 2019 (so far).
Erin got her start as a Who What Wear intern over 13 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of Associate Director of Fashion News (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.
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