Beyond the four cities that host major Fashion Weeks (New York, London, Milan, and Paris), there are plenty of destinations around the world with a sartorial point-of-view all their own. One such locale is Sweden, home to acclaimed Scandinavian fashion labels like Acne Studios [1] and Toteme [2], but also the founding place for the Volvo [3] car company. While on the surface, shoppers may not immediately connect the automotive and fashion scenes, the interior of the Volvo EX90 [4] and the local fashion designs are both rooted in a unique Scandinavian aesthetic. Think Selena Gomez [5]'s little black dress by Toteme: chic and minimalist with a focus on function and craftsmanship. But Scandinavian designers are quick to point out that minimalist doesn't mean boring (see: Gomez's dramatic ruffled hem). In fact, they incorporate a touch of humour into each piece, from a turtleneck covered in silver sequins to quilted car seats that nod to the quilting on a down jacket. It's a figurative wink that speaks to the depth of creativity brimming just below the surface.
Image Source: Courtesy of Volvo [6]
For the Volvo EX90, that Scandinavian aesthetic is palpable from the interior design to the outer body. The fully electric, seven-seater SUV is inspired by nature, architecture, and fashion. It comes in seven exterior colours — all neutrals — that could be plucked from any Scandinavian brand's runway: Crystal White, Denim Blue, Onyx Black, Platinum Grey, Sand Dune, Silver Dawn, Vapour Grey. Designers were inspired by brands like Toteme and Rodebjer for the interior details, taking their cue from a blazer for the white-grey headrest and from quilted jackets for the textured seats and roof.
Image Source: Courtesy of Volvo [7]
Above, get a closer look at the Volvo EX90 and then keep scrolling to discover the 4 Scandinavian fashion brands that inspired it.
Toteme
Founded by journalist Elin Kling and model Karl Lindman in 2014, Toteme [9] is one of Stockholm's most prized exports. The brand fully embraces the Scandinavian aesthetic, churning out timeless designs with impeccable construction. With its renewable fibres, earthy colour palette, and minimalist silhouettes, Toteme has garnered celebrity fans like Selena Gomez [10] and Jennifer Lawrence [11].
Rodebjer
Rodebjer [12] is the embodiment of the Scandinavian wink: the art of adding humour and personality to design in the most subtle ways. Among its many wardrobe staples, you'll find a trench with fringe sleeves, a sheath with a studded belt, and a turtleneck covered in silver sequins. Founded by Carin Rodebjer in 2000, the Swedish-owned label is a favourite of Princess Victoria, who donned a mint green suit [13] for a visit to Stockholm.
Acne Studios
One of the most celebrated brands to come out of Sweden, Acne Studios [14] is a study in contradictions. The founder Jonny Johansson masterfully blends opposing design concepts, like a menswear suit in a romantic bow print, or pastel coats lined with silver spikes.
Even the brand ethos itself is "maximal minimalism [15]," taking the restrained Scandinavian aesthetic and turning it on its head. From its TikTok-viral rainbow scarf and beanie [16], to its popular suiting, Acne Studios designs are beloved across the globe.
COS
Swedish brand COS [17], short for "Collection of Style," manages to be classic and modern at the same time. Honouring that same Scandinavian point-of-view, it boasts an unwavering dedication to quality and minimalism. Yet it is more contemporary than the aforementioned brands, with pieces like a neon scarf or oversize clutch that give it character. The brand boasts a legion of celebrity fans, including Gigi Hadid, Emrata, and Pippa Middleton.