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Swedish clothing brands are having a moment and it’s about time; sophisticated design, playful proportions and luxurious materials make Swedish style the perfect modern look.
Paris and Milan have had their time; this decade it’s Stockholm dominating the fashion landscape. In an era of conscious shopping, fashion consumers are looking for classics that will last, increasingly favoring a pared back, Scandinavian aesthetic that looks both contemporary and timeless.
The Look: What is Swedish Style?
Swedish style is characterized by monochromatic minimalism balanced with youthful irreverence in the use pattern and color – think vibrant checked scarves…