Scandi Buys From Ganni, Stine Goya and Baum Und Pfergarten

last updated 26 February 2020

We were having a very serious discussion in the Who What Wear UK office the other day about which fashion week we would be (normal, right?). While some opted for the innovation and eclecticism of London Fashion Week and others for the classicism of Paris Fashion Week, I knew instantly that mine would be Copenhagen Fashion Week. While relatively new on the scene, this lesser-known capital has recently been thrust into the spotlight thanks to the recent explosion of Scandi brands that have taken the market by storm.

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From Ganni's sellout checked dresses and Stine Goya's vibrant prints to Rotate's '80s-inspired minis to Brogger's colour-block suiting, these Scandi brands each offer up their own distinctive aesthetic, yet they are all united by their wearability, transeasonal appeal, and of course, cool factor. Just look at the likes of Pernille Teisbaek, Marianne Theodorsen and Stephanie Broek, whose It-girl style has been shaping tastes and influencing trends over the last few seasons.

If you're a relative newcomer to the world of Scandi design, let me be your guide to the brands to those new names drop. Some may be familiar (Ganni has been on the scene for a while now) while others, less so. After all, there's nothing more satisfying than coming across a new brand to inspire your new-season wardrobe, and we can safely say that the Scandi look could not be more perfect for spring. Scroll down to see and shop my edit.