Effortless Elegance

Sculptural, clean-cut and tailored designs are cornerstones of Scandinavian design, but they’ve always been incorporated in ways that are easy to wear. Today’s most prominent fashion brands have brought effortless elegance further into the aesthetic, making Scandinavians pros at looking done-up and laid-back at the same time. Contemporary brands like Tiger of Sweden have mastered this with sharp, but casual business attire, and feminine labels like By Malene Birger have brought a romantic touch to the edgy Scandinavian look. These luxurious, effortlessly elegant touches relate back to the demands of Nordic lifestyle: mixing urban high fashion with comfort and practicality, for easy movement in the surrounding environment.