Forget the Hot Girl Summer – this year is set for a cool Scandi girl summer. Hygge is back, but this time it is heatwave-friendly.
Oversized soft blazers and chunky sandals, white jeans and a logo-free, egalitarian take on style have made “Scandi chic” a fashion phenomenon. Max Mara – a brand so Italian that it shares a home town, Reggio Emilia, with parmesan cheese – held its most lavish catwalk show of 2023 in Stockholm city hall, as Scandi style challenges French girl chic as the aspirational look of the 21st century.
