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 wardrobe. With 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.
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.
SHOP H&M SCANDI STYLE FINDS:
Cashmere knits are all I'm interested in wearing during winter, and I know that people living in even colder countries (like the Scandi nations) won't disagree with me.
A chic button-down is a staple for most of us, no matter what country we live in. Shop it in blue to inject a splash of colour.
Scandi women never appear to say no to a fun hair accessory.
This boxy dress will layer so well. We often see the Scandi street style set layering this kind of dress over trousers.
An oversized coat is a winterwear essential and this minimal, boxy version ticks all of the boxes.
These straight-leg leather trousers will fit right into my winter capsule wardrobe. Style them up with a silky top for a party-ready look, or dress down with an oversized knit.
The perfect party dress in this season's favourite shade. Style with kitten heels or knee-high boots for an elegant take on party styling.
Scandinavians manage to make double denim look so cool, using it as a base for bold knits in the winter.
Okay, it's French, but a Breton knit speaks a universal language of fashion love.
Cropped knitwear is a great pairing for the wide-leg trousers in this gallery.
Next Up: A French Woman Walks Into M&S—This Is What She's Picking Up
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.
-
Bring on the Compliments—30 Dresses That Are on Sale and Ready to Turn Heads
So many gems, so little time.
By Jennifer Camp Forbes
-
I'm Giving My Closet an Expensive-Looking Facelift With These 24 Chic Sale Picks
Bring on the rich vibes
By Jennifer Camp Forbes
-
I'm Convinced That This H&M Skirt Will Sell Out by April 1
It's already flying off of shelves.
By Eliza Huber
-
H&M Just Dropped a $25 Alt for The Row's and Toteme's Viral Flats
These won't last long.
By Eliza Huber
-
31 Chic Finds for When Toteme and The Row Are the Vibe But Not in the Budget
Expensive-looking outfits are on the horizon.
By Jennifer Camp Forbes
-
H&M's Chicest Collection of the Year Is Out, and It's Even Better Than Usual
This collection *will* sell out.
By Eliza Huber
-
Every Chic Item Fashion People Would Buy From Nordstrom, H&M, and Zara
Trust me.
By Eliza Huber
-
These 27 Luxe-Looking Basics From J.Crew, H&M, and Gap Have All of My Attention
Rich-girl vibes, right this way.
By Jennifer Camp Forbes