6 Stylish Brands Scandi Girls Know About That American Girls Don't

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(Image credit: @hosbjerg, @studioonyva, @sabina_sommer, @houseofdagmar, @louisabel, @allblues)

In 2020, you can't bring up the topic of fashion without injecting Scandinavia into the conversation. Much like how Paris became the place to spot trends before they inevitably exploded seasons later, Copenhagen has arguably become the same. It’s where fashion it-girl favorites like Ganni and Stine Goya have grown into major fashion players, and bubbling trends like clunky boots and big dresses have gained major traction, spilling into the fast fashion domain. Scandinavian brands also aren’t short on prestige either, with Danish labels Helmstedt and Cecilie Bahnsen becoming an LVMH semi-finalist and finalist, respectively. 

With so much clout, it’s fair to say that the region has cemented its place as a mecca for emerging talent. As we look ahead to 2021, we’ve rounded up the new crop of break-out Scandinavian brands we predict will be making a big splash next year. Keep scrolling to see what we're excited to wear into next year.

1. Alamada Label

alamada cardigan

(Image credit: @alamadalabel)

Alamada Label is quickly becoming a name to know in knitwear. The neutral color palettes and pared-down, essentials-first approach is what makes them the ultimate source for "quiet luxury" wardrobing. Founded in 2020 by Alexa Dagmar and Linda Juhola, it was born out of a need for high-quality, everyday luxury knitwear that marries timelessness with mindful consumption. Each piece is designed in Helsinki and made in either Italy, Portugal and Inner Mongolia. It's a minimal dresser's dream wardrobe.

2. By Malene Birger

Kelly Rutherford wearing a By Malene Birger knit skirt set

(Image credit: @kellyrutherford)

3. Bite

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(Image credit: @savina_dos)

4. Lié Studio

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(Image credit: @liestudio_)

5. The Garment

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(Image credit: @sophiaroe)

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(Image credit: @thetripletsss)

6. Herskind

Copenhagen fashion week street style

(Image credit: The Style Stalker)
Senior Editor

Anna is an editor on the fashion team at Who What Wear and has been at the company for over five years, having begun her career in the Los Angeles office before relocating to New York, where she's currently based. Having always been passionate about pursuing a career in fashion, she built up her experience interning at the likes of Michael Kors, A.L.C., and College Fashionista before joining the team as a post-graduate assistant editor. Anna has penned a number of interviews with Who What Wear's cover stars over the years, including A-listers Megan Fox, Issa Rae, and Emma Chamberlain. She's earned a reputation for scouting new and emerging brands from across the globe and championing them to our audience of millions. While fashion is her main wheelhouse, Anna led the launch of WWW Travels last year, a new lifestyle vertical that highlights all things travel through a fashion-person lens. She is passionate about shopping vintage, whether it be at a favorite local outpost or an on-the-road discovery, and has amassed a wardrobe full of unique finds. When she's not writing, you can find her shooting street imagery on her film camera, attempting to learn a fourth or fifth language, or planning her next trip across the globe.