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Many things come to mind with regards to Scandinavian fashion and design, with the most obvious being Ikea, and, of course, H&M (Hennes & Mauritz). It is no surprise, as these are two retail giants that have completely, and irremediably, changed the face of our consumerist society. As we well know already, Scandinavian design is much more than a made-in-china, albeit minimalist and stylish, picture frame, but what we must not forget is that Scandinavian fashion weighs more than a made-in-cambodia polyester dress, as well.
Recently I was pleasantly reminded of this when, while looking for some cute, everyday dresses, I stumbled upon http://www.ellos.co.uk. With clean cuts, natural fibres, and affordable prices, they have Scandinavian inspired clothing that can easily rival more than a few self-entitled designers, and certainly, any chain retail store.
Yet, as welcomed as the surprise of discovering a fresh new online shop was, the act of uncovering Scandinavia’s best kept fashion secrets is even more rewarding. With brands ranging from Björn Borg, Gina Tricot, Minimarket, Fifth Avenue Shoe Repair, Cheap Monday, Filippa K, Tiger of Sweden, J. Lindeberg, or even Vero Moda, Only, and Vila (all of these last three being Danish) to personal favourites of mine such as ACNE (Ambition to Create Novel Expressions), Diana Orving, Peter Jensen, Malene Birger, and Sandra Backlund, Scandinavia is becoming less than a secret, and more of the go-to place for the fashion world.
And it is evident why. The blend of simple, practical, and timeless with alternative elements that are edgy and contemporary results in an aesthetic which is so typically Nordic that is it clearly visible in the creations of new designers, well-established ones, chain retailers, or Scandinavian inspired online stores such as www.ellos.co.uk. It is the Scandinavians’ natural and practical approach to life combined with their inclination for experimentation, not to mention attention to quality and details, that make it utterly extraordinary and unforgeable.We’d better watch out because there’s a new fashion power coming our way. And it’s bringing a lot of edgy minimalism along with it!

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Acne Skirt
Naf Naf Blouse
American Apparel Tights
Louis Vuitton Booties

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