What Is Stockholm Style?

Qu’est-ce que le Stockholm Style ?

What is Stockholm style? The guide to understanding it all!

You may have already heard about Stockholm Style while scrolling through Instagram or Pinterest, and you've surely wondered what it actually is. It's not just another buzzword, no, it's much more than that. If you get the impression that this style boils down to grey wool sweaters, raw denim and a pensive gaze under a cloudy sky… well, you're half right, but hold on, there's more to say. Come on, let's dive into the world of Stockholm Style!

But what exactly is Stockholm style?

Stockholm Style is the art of dressing as if you'd just stepped out of a minimalist Scandinavian ad, but without ever looking like you put too much effort into it. It's as if you were stylish by accident, but in reality, you probably spent more time than expected in front of your mirror. Yes, it looks simple, but it's carefully crafted, a bit like a grandmother's recipe. In fact, according to a 2022 study conducted by the Swedish fashion agency, more than 73% of people in Stockholm believe that minimalist style is the future of fashion.

The key pieces to embrace Stockholm Style

To embrace Stockholm Style, you need a few basics in your wardrobe. We're not talking about garish colours or flashy patterns. No, here, it's all about subtlety, simplicity and... quality. We favour natural materials like cotton or wool, and above all, we love clean, streamlined cuts. Here's what you need:
  • The wool sweater (grey or beige): It's soft, it keeps you warm, and above all, it goes with everything. This kind of piece is a bit like the Swiss army knife of your wardrobe. A must-have for surviving Nordic winters and for giving the impression that you've perfectly mastered the concept of casual chic.
  • The straight-leg jeans: No skinny here, okay. Straight-leg jeans are the pillar of Stockholm Style. In raw blue or black, they're simple, effective, and above all, they never go out of style.
  • The oversized jacket: Whether it's a long coat or a bouclé wool jacket, volume is the key. It gives a nonchalant look while staying nicely structured. “The secret of good taste lies in simplicity,” said Leonardo da Vinci (yes, I know, he never set foot in Stockholm, but it works anyway!).
  • The white sneakers: Clean, minimalist and well cared for, they are the emblem of this style.
  • The beanie: And yes, the famous wool beanie that gives you that look that's both relaxed and super stylish. It is to Stockholm what the baguette is to Paris: a timeless classic.

Why is this style so popular?

What makes Stockholm Style so powerful is that it isn't content with just being "trendy". It's designed to last, in keeping with the Swedish mindset where sustainability and durability are core values. Over there, no fast fashion, but timeless pieces that will stand the test of time without ever losing their charm. According to a report from the Swedish Fashion Institute published in 2023, nearly 65% of Swedish consumers prefer to invest in quality clothing, even if it means buying less often. Stockholm Style therefore advocates mindful consumption, far from the fleeting collections we see parading across our screens all day long.

How to embrace it without being in Stockholm?

Good news, you don't need to live on the shores of Lake Mälaren to master this look! Here are a few tips to embrace it, wherever you are:
  • Minimalism above all: Avoid the superfluous. If you're hesitating about whether to wear a piece, it's probably a sign that you don't need it. Keep it understated and bet on impeccable cuts.
  • Go for neutral colours: Stockholm Style is a true fan of the neutral palette. Beige, black, grey, white… you get the idea. We're not talking about dressing in a boring way, but rather about adopting shades that are easy to mix and match.
  • Think functional accessories: A cashmere scarf, a simple and discreet watch, and there you go, you look like you've stepped straight out of the Södermalm district.
  • Comfort without being sloppy: You feel good in your clothes, but be careful, never sloppy! That's where the whole art of Stockholm Style comes into play. You need to look relaxed, but not as if you'd just rolled out of bed

Stockholm style: more than a look, a state of mind

Beyond the clothes, Stockholm Style is a way of life. It's the idea that less is more, that every purchase should have meaning, and that fashion should be respectful of the environment. In the end, embracing Stockholm Style is a bit like choosing simplicity while asserting your taste for quality and detail. It's daring to wear clothes that have a story to tell, without overdoing it. So, ready to embark on the Scandinavian adventure? Discover our collection of women's clothing inspired by Stockholm Style and embrace this streamlined look that everyone's talking about!