Scandinavian Fashion Beauties

So what about the notion that Swedish women are so beautiful. Is it really true? I certainly think so (perhaps that is why I had to move abroad. Ha!). As a generalization, Swedish women are healthy, fit, young looking, equipped with good skin and into natural beauty (and yes you will find more blond, blue eyed and tall women in Scandinvia than in many other parts of the world). Swedes like to look fresh and to keep it natural. (Aging is beautiful, people!)

The top model Emma Wiklund personifies Swedish beauty to me. She is 42, which is hardly considered old age in Sweden, where 70 year olds look 20 years younger. (It is all those power walks, long vacations (6 weeks/year is the law!), the love connection with Mother Nature, healthy diets and lots of fish oil!). Emma is not only stunning she is also famous for her always upbeat and friendly attitude (the key for true beauty). This busy mother of two recently launched her first skincare line. I look forward to checking in out on my next trip to Stockholm. I find this girl so inspirational!

When it comes to fashion, Sweden acoounts for a whole slew of fashion designers who do very well on the international scene. (For a country of only 9 million + people, Sweden keeps winning a surprising number of prestigious international awards for both fashion and gastronomy). The fashion style is more young looking and relaxed. Simple, uncomplicated cuts and good materials. Understated chic. And a lot of natural colors. (No surprise there!). Here are a few of the leading Swedish fashion brands.

Odd Molly

Filippa K.


(I want that Japanese cut sweater. In light blue).


Acne (famous for its very trendy denim).

Recently, I had fun putting together a couple of fashion boards for the Danish brand Ilse Jacobsen which I sell in my own store (Splendid Willow Avenue). I have to pinch myself every day that I get to work and have fun with such a great brand! (And I am also a lucky owner of that Odd Molly dress).

Stylish In The Rain

Stylish In The Rain by SplendidWillow featuring knit shawls

MURUA High Waist Army Shorts
$67 – maruione.jp
Army shorts »

Love Quotes Eyelash Scarf in Caviar
$86 – shopzoeonline.com
Knit shawls »

Animal Print Border Birdcage
20 GBP – houseoffraser.co.uk
Umbrellas »

Ilse Jacobsen
$179 – splendidwillow.com


I am very proud to be a  Scandinavian!  (Even though I am a petite gal with dark hair and green eyes and hardly any legs to write home about…). Warm hugs to you all.


Message for Pernilla: Pernilla Dear — you are the inspiration for this post. Thank you so much for the Swedish magazines. What  a nice surprise. I miss you TONS! And little Ville misses his girlfriend. Enjoy the snow in Stockholm!

Images: No. 1 + 3 via Damernas Varld. no. 2 via Ecco, no. 4 via Gorseller, no. 5 via Le Web Pedagogique.

Written by Splendid Willow in: Fashion & Trends | Tags: , ,

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