Scandi-lous

If you’re not feeling very summery, of even slightly spring-ish right now, I don’t blame you. I mean, just look out the window. It’s hardly inspiring, is it?

In an attempt to forget how frequently soggy I am, I’ve been posing a couple of spring/summer questions to myself. Namely, who do I want to be this summer? I know, I know, I ought to have more to do with my day than that (and really, I do), but it’s worth some consideration. It’s a big question when last summer was spent in jelly shoes and knee length linen skirts that swished in the breeze; when there were weeks when tights were nearly on the cards but when March-October was ultimately spent very nearly totally bare-legged in all the elements.

Here’s to a little spring posturing; I’ve found just the ticket for a little bit of what you fancy.

There’s nothing like a new brand to shake up a tired closet. Sure, you can pop to Topshop, scour Urban Outfitters and even mix in some Le Petit Bateau, but introducing a new brand to your daily selection is arrestingly brilliant. It opens your eyes once more to the pursuits and pleasures of getting dressed, and, if you’re anything like me – third years, I hear you – then sometimes that’s a little harder than it sounds.

Scandinavia has a great sartorial record. Copenhagen Fashion Week might not garner the same attention as Alexander Wang showing in a Brooklyn warehouse, but it’s something quite special. Designer Anne Sofie Madsen describes the city’s fashion as ‘wearable. We’re not about adding anything unnecessary.’ There’s a different kind of fantasy involved; it’s not high-flying Yanks with nicely done nails, blustery Brits showing in car parks, shiny metallic Milan runways or Parisian flower bombs, but a kind of simplicity that the Scandis just get right. It’s a compliment to be told how Scandi-cool you look today.

Bruuns Bazaar is one of these cool kid brands. Founded twenty years ago by two brothers, Teis and Bjørn Bruun, the label has fast become one of Scandinavian fashion’s great assets. They stand today internationally, but identifiably Scandinavian, and in 1999 took their first position on Paris Fashion Week’s schedule. Coo-ee.

Over the past five years designers have been keen to simplify fashion, to democratise it, to extend its worth in the economic climate. Like other brands of millennium birth and twenty-first century growth, Bruuns Bazaar opts forluxury in sport, easy separates and back-to-basics evening wear. In other words, chic not le freak.

And happily, the new collection ticks all the spring/summer boxes. It’s even affordable – if you squint. It’s not stocked on Net-a-Porter which means that the whole word and her (very small) dog hasn’t got a bit of Bruuns just yet, and if you save up a little bit, a dress isn’t far off the mark. Five gold stars for just-affordable quality, and six for style kudos. My-Wardrobe have some of the more grown-up pieces, but the best are found on the brand’s own website.

The label’s second line BZR is lighter and brighter, but just as perfect.There’s a wearable piece in every look. I dare you to find one that turns you off. My hint: you won’t.

Check out bruunsbazaar.dk for more Scandi-cool, and check back in a few weeks for the new collection’s online arrival. Everything is buyable online in GBP with a small delivery charge, so you’ve got no excuse.

1 thought on “Scandi-lous

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