A Scandi Woman Walks Into H&M—This Is What She's Picking Up

This year, as the days starts to get colder and drizzlier, I'm determined to keep my spirits up by injecting a splash of colour and flush of texture into my winter capsule wardrobeWith this in mind, there was really only one group of fashion people I could look towards for chic, playful, vibrant winter styling inspiration, and that has to be the Scandi set. The birthplace of super-cool coveted womenswear brands Ganni, Stine Goya and Cecilie Bahnsen—all playful, eclectic and oh-so Scandi in their own ways—this particular fashion crowd is brimming with uplifting winter-dressing ideas. 


(Image credit: @marenschia)

Championing the Scandinavian knack for combining the classic with the quirky, I've noticed that this manifests in fabulous tailoring, splashes of colour and a knack for layering. With that in mind, I'm looking out for chic knits, boxy cuts and playful details that can elevate my look, but that also feel timeless enough to last through next winter too, and beyond. Unsurprisingly, given that it's a Swedish high-street stalwart, H&M has plenty of this ground covered.

So, if you want to join me in attempting to channel that Scandi spirit this winter, read on to shop my edit of the H&M buys I think some of the region's chicest shoppers would notice first.


Next Up: A French Woman Walks Into M&S—This Is What She's Picking Up

News Writer

Natalie Munro is Who What Wear UK’s news writer. Previously freelance commerce writer at British Vogue, Natalie’s experience spans journalistic and styling roles, which have seen her work on shoots for publications such as British Vogue, Vogue Ukraine, AnOther Magazine and Elle UK and write for publications including British Vogue and Conde Nast Traveller. With an interest in uncovering the latest fashion trends, Natalie takes a leading role in identifying news and trends for Who What Wear UK, with a particular focus on celebrity style and emerging fashion trends.