4 New Scandinavian Clothing Brands Fashion Girls Love

I’ve made no secret of my obsession with all things Scandi, having traveled to the region five times in the last couple of years. As I type this, I’m yet again packing for the 11-hour journey to attend Copenhagen Fashion Week, which begins on August 6. This season, there’s even more attention on the Danish capital, considering that the fashion weeks in both Stockholm and Olso have been canceled for the time being. Plus, Cecilie Thorsmark, CEO of Copenhagen Fashion Week, is spearheading its push for sustainability, making the event all the more relevant and trailblazing right now.

Ahead of the fashion week’s official kickoff, I wanted to take the opportunity to break down the more under-the-radar Scandi brands everyone is about to be talking about this week. First up is Helmstedt, which belongs in a fanciful fairytale replete with unicorns, rainbows, and sunshine (when you take a look at the ûber-colorful clothes, you’ll know what I mean). Scroll down to see and shop all the Scandi brands you need to put on your radar ASAP.