8 Scandi Fashion Brands You'll Want in Your Wardrobe

I guarantee that if you asked to look in any fashion editor's wardrobe right now, you'd spot at least one Danish brand (or in my case, at least four). Over the past few years, the Scandi influence on how we get dressed cannot be understated. From older brands that have undergone a makeover to newer, Instagram-favourite designers, it's hard to ignore the impact this part of Europe has had on the fashion industry as a whole.


(Image credit: The Style Stalker)

We often think of Scandinavian style as being homogenous and minimalistic, but that's actually not true. Whilst Swedish people might opt for a more pared-back look, over in Denmark (Copenhagen, in particular), there's a shift towards eclectic prints and colours that celebrate dopamine dressing. And there are plenty of influencers who prove this, too.

From print queen Nnenna Echem to Emili Sindlev, who loves to clash colours with sparkles, Scandinavians are opting for the out-there, risk-taking looks that stand out the most on Instagram, and it's this eclecticism that has shone through in the latest trending fashion labels coming out of Denmark.

So, if you're looking for the key to nailing Scandi style, keep scrolling to get to know the popular brands that we're shopping now. You might be surprised to see that some of your favourites hail from this up-and-coming coolest corner of the fashion world.


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Where would we be without Ganni? It's almost hard to imagine what the modern fashion landscape looked like before the brand became so ubiquitous. But the fact that it's so popular hasn't deterred anyone from shopping from it, and if you're looking for the carefree spirit of Scandinavian dressing in a wearable way, look no further than this Copenhagen-based brand.

Key Piece: There are so many to choose from. For a while, it was all about the collars and puff sleeves, but now we're so into the playful denim and logo tees.


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Shop Key Ganni Pieces:


Dresses don't get much dreamier than those from Cecilie Bahnsen. The brand has only been going since 2015, but in the last eight years it has found a loyal following for its signature oversized stylings and romantic silhouettes. If we've got anyone to thank for the resurgence of the puff-sleeved dress, it's Cecilie herself.

Key Piece: It has to be one of the gorgeous dresses. You'll feel like a modern-day Cinderella.


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Shop Key Cecilie Bahnsen Pieces:


Baum und Pferdgarten is definitely one of those brands that appeals to a quirkier sense of style. Love maximalist prints and colour clashing? You'll find something that's right for you, whether that's oversized checks, acid brights or a chic puff-sleeved dress.

Key Piece: If we had to pick, it would be one of the knitwear pieces or a checked dress.


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Shop Key Baum Und Pferdgarten Pieces:


Saks Potts' coats are some of the coolest and most fun we've seen for a while. The printed logo puffers are great, but it's the shearling-lined, belted coats we're most keen on (and so is everyone else in the fashion world).

Key Piece: Still the faux-fur trimmed coat, of course.


(Image credit: @nnennaechem)


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(Image credit: @nnennaechem)

Shop Key Saks Potts Pieces:


If you love bold colours and shiny fabrics, then Stine Goya is for you. Ideal for giving your wardrobe a bold touch, here's where you can get a taste for maximalism without trying too hard—a uniquely Scandi style trait.

Key Piece: One of the fun jewel-coloured dresses or the latest knits, which have become Instagram favourites.


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Shop Key Stine Goya Pieces:


Looking for sexy, slinky and chic? Make sure you check out Rotate for your next party dress. There's nothing Jeanette Madsen and Thora Valdimars don't know about cool minis and sleek midis, and this ultra-cool brand has something for every dress lover and power dresser.

Key Piece: Colour-block dresses that'll be your plus-one to every wedding.


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Shop Key Rotate Birger Christensen Pieces:


Not everything has to be about bold colours, prints or silhouettes. Sometimes you need the basics, too. And that's exactly what Samsøe Samsøe offers. If you're looking for anti-trend wardrobe staples, check out the brand's jersey separates, leather jackets and sharp tailoring.

Key Piece: There are plenty of options, but the outerwear and accessories are always fun.


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(Image credit: Getty)


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Shop Samsøe Samsøe Pieces:


Siblings Susanne and Andreas Holzweiler are the brains behind Oslo-based eponymous label Holzweiler. Combining functional styles with a strong focus on sustainability, timeless pieces are carefully crafted from deadstock and recycled fabric in the shape of romantic dresses, puffer coats and cute accessories. Definitive proof that ethical fashion doesn't have to be basic.

Key Piece: A printed or pretty satin slip dress.


(Image credit: Christian Vierig/Getty Images)


(Image credit: @holzweiler)


(Image credit: Christian Vierig/Getty Images)

Shop Key Holzweiler Pieces:

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

Remy Farrell
Fashion Editor

Remy Farrell is a London-based shopping editor with nearly 10 years of editorial experience covering fashion, beauty and lifestyle. After graduating with a journalism degree and working on the editorial and fashion teams for titles such as Grazia, Elle, Cosmopolitan and British Vogue, she moved into the luxury e-commerce sector, working as fashion assistant at TheOutnet.com styling for the social media channels and helping to develop the collections for the in-house brand Iris & Ink. After expanding an assisting and styling portfolio that includes shooting talent such as Gigi Hadid, Victoria Beckham and Miquita Oliver, she also branched out into beauty, creating tried-and-tested reviews and diverse beauty content.In her role as shopping editor at Who What Wear, Remy is interested in discovering new and exciting brands to share with the Who What Wear readership and particularly loves uncovering hidden gems at affordable prices to make shopping accessible to everyone.Born and raised in Sheffield, Yorkshire, Remy moved to London in 2014 and lives in the Docklands with her partner and pug Billie.