Scandinavian design has long been celebrated for its minimalist color schemes, cozy textiles, and innovative flat-pack furniture, with a significant influence stemming from mid-century modern design. Recently, a new wave of design enthusiasts, dubbed the Scandi it-girls, has emerged, embracing a unique style that reinterprets traditional Scandinavian elements. Each Scandinavian city brings its own flavor to the style: Sweden focuses on neutral tones and raw materials, Copenhagen adds colorful accents and plush comfort, while Oslo experiments with metallics. Influenced by the region’s unconventional fashion weeks and effortless style, these it-girls are setting new standards in interior design and fashion trends globally.
PROJECT OVERVIEW
Designer: Beata Heuman
Furniture: Alvar Aalto, Hans Wegner
City Influences: Stockholm, Copenhagen, Oslo, Helsinki
Notable Pieces: Faye Toogood Armchair, TEDDY Sofa
Textiles: Velvet, Linen, Corduroy
This new generation of Scandinavian trendsetters is utilizing social media to bridge the gap between interior design and fashion trends, making a significant impact across the globe. They are championing Danish brands in the U.S. and inspiring Gen-Z buying trends. Despite individualized takes on design, some commonalities can be spotted in their choice of decor. Let’s delve deeper into the distinct elements defining the homes of these young influencers in cities like Stockholm, Copenhagen, Oslo, and Helsinki.
One hallmark of this movement is the emphasis on statement plates and serving pieces. As winters bring below-freezing temperatures, Scandinavian citizens tend to host cozy dinners at home rather than venturing out. To keep the long dark nights lively and cheerful, tables are adorned with eye-catching designs. It’s not uncommon to find pieces like the iconic Alessi espresso maker or HAY ice cream coupes featured prominently, adding a playful yet sophisticated touch to home entertaining.
Another key element is the shift toward plush seating that prioritizes elevated comfort. Reflecting the cultural significance of ‘being cozy,’ Scandinavian furniture leans towards softer upholstery choices like velvet, linen, and corduroy with rounded, inviting silhouettes. Bold pieces such as the Faye Toogood armchair or the TEDDY sofa are increasingly visible in design-savvy homes, blending functionality with chic aesthetics.
Comfort in rest carries its own importance in Scandinavian design, illustrated by the evolving preferences for crisp bedding. The Scandinavian sleeping method—using individual duvets for each person—is gaining popularity globally, reflecting a unique approach to restful sleep. In these design-forward homes, crisp bedding choices, whether stark white, butter yellow, or playful pinstripes in materials like percale or cotton, are consistent with the region’s commitment to quality and comfort.
Lastly, no Scandinavian-inspired home would be complete without iconic design staples. The region is home to some of the most recognized and beloved furniture designs, with classic pieces like the Alvar Aalto stools common in Finnish homes and the Hans Wegner armchair favored across styles. While these pieces may be costly in the U.S., they are more accessible in Europe. These functional artworks not only serve practical needs but also represent a deep appreciation for design heritage in Scandinavian interiors.
In essence, these emerging Scandi it-girls are redefining the scene by blending timeless elements with innovative expressions, encapsulating a lifestyle that is both aspirational and attainable. Their influence goes beyond aesthetics, touching upon cultural nuances and personal preferences, bridging the gap between tradition and modernity, much to the delight of design enthusiasts around the world.
