«Scandi style» is taking over — but is it real?

On TikTok and Pinterest, «Scandi style» is everywhere. Hashtags like #StockholmStyle and #CopenhagenStyle appears in hundreds of thousands of posts, featuring pinstripe shirts, chunky knits, oversized totes, and endless layering. The look has become synonymous with chic minimalism in American media. But how accurate are these portrayals, and what do Scandinavians themselves think?

On a sunny afternoon in Bergen, it doesn’t take long to find women in tailored coats, wool scarves, and dark denim.

– It’s modern and simple, says Hanne Gill-Iversen, a Bergen local. 

– Just a pair of jeans and a sweater, and you’re good to go.

Blind spots in the translation

But American attempts at «Scandi style» aren’t always accurate. A quick search on Pinterest shows most outfits have baggy jeans, even though Norwegians seem to prefer straight pants.

– They get the pants wrong. So many posts show baggy jeans, but that’s not really it, says Gill-Iversen.

Scrolling through Pinterest reveals «Scandi trends» that are unfamiliar to actual Scandinavians.

– I see a lot of posts with the hashtag «Scandinavian style», so I feel like Americans are picking up on the trends here, says Vera Folkestad, another Bergen resident.

Her friend, Margit Reikvam, disagrees.

– There’s a lot of labeling. It’s like, this is Scandinavian, and we’re just like, «What? I’ve never seen this before in my life». But online, it’s trending.

It’s about blending in with the crowd

Observers argue that the trend reflects a Western homogenization of the «Scandi girl», flattening cultural nuance into a single aesthetic. Where Americans celebrate individuality, Scandinavians are known for their egalitarian sameness often summed up by «Janteloven», the social norm discouraging people from standing out.

The result is a paradox: while Americans seek exclusivity, in Norway it is common to see many people carrying the same bag. Louis Vuitton’s Neverfull tote in cerise, Longchamp’s Le Pliage, and UGG Tasman slippers are everywhere on Norwegian streets.

In the U.S. people want what no one else has. Here, it’s the opposite. Everyone ends up with the same things.

Universal seasons

Some aspects of Scandinavian fashion do overlap with global trends. Students Mille Morken and Maria Hartvigsen at the University of Bergen say their current favorites are tied to the season.

–  We’re obsessed with brown, suede, and polka dots. Just fall fashion and colors, says Morken.

Hartvigsen adds:

– The colors are timeless. Every fall, it’s the same palette.

Indeed, seasonal wardrobe, reds, neutrals, and jewel tones are familiar worldwide.

Fashion shaped by climate

Scandi style is constantly evolving, making it difficult to define as a single look. In a Vogue article titled  What Is Scandi Style Today?, writer Lucy Maguire highlights how Scandinavian fashion adapts to both climate and lifestyle.

– Much of Scandi fashion is rooted in practicality, Maguire writes. 

Things like biking in Copenhagen or rainy days in Bergen influence what people wear.

On the streets, this is evident in the prevalence of layered outfits. Many women, for example, wear skirts over jeans rather than skirts alone combining style with functionality in cold weather. But on a Saturday night, practically every girl is in a mini skirt, regardless of the weather.

The social media effect

The global surge in interest may have less to do with the clothes themselves and more to do with who’s championing the style. Swedish influencer Matilda Djerf helped define the «Scandi chic» aesthetic when she launched her brand, Djerf Avenue, in 2019. Her minimalist basics quickly went viral, though the company has since faced criticism for high prices and alleged workplace issues.

It’s clear that Scandinavians are well aware that their style is constantly under the social media microscope. Like everyone else, they follow trends, yet often, they are the trendsetters themselves. Despite the hype, certain classic pieces never go out of fashion, and perhaps that’s the essence of «Scandi style»: simple, timeless, and effortlessly chic.

The trend shows no signs of slowing in the U.S. Scandi style is here to stay, or at least, whatever version of it is currently going viral.