The Edit

Minidress from FILIPPA HÄGG. Shirt from ARKET. Shorts from SIR. Sandals from BIRKENSTOCK. Bag from JIL SANDER. Bracelet from LAURA LOMBARDI. Lipbalm from CHANEL. Perfume from DIPTYQUE.


No other item is a wardrobe staple like the crisp white shirt. This summer, we are wearing the white shirt as a layering piece, its perfect to dress down a party dress or throw over a bikini at the beach, making it a great vacation essential. The simplicity of the white shirt is what makes it so good, keep the accessories minimal to let the crispy shirt stand out on its own. A gold bracelet is just enough. Throw all your stuff into a canvas drawstring bag – et voilà!

Why the clog is the most sought-after shoe of the season

Never did we ever believe to consider clogs to be fashionable, but if the Croc can make it becoming a hot fashion item the clog were never far behind. The traditional Swedish clog has inspired many designers throughout the years. We’ve seen them at JW Andersen, Proenza Schouler, Gucci, Bottega Veneta, and now Hermès sent every model down the runway in clogs for SS21.

Since covid hit, we all have taken on a more comfortable approach towards dressing and we believe the clog is a result of that. The clog is proven to be a comfortable shoe suited for the summer months. When you have escaped the hot city for your easy breezy summer house in the Swedish archipelago you jump into your clogs for any occasion, walking down to your local bakery or going to your neighbor’s barbeque party. The summer idyll is cute and all but how come the shoe has become so popular for SS21? The starting point in our opinion, the Hermès show.

In fashion, the word chic is almost overused but these Hermès-clogs were in fact very chic. Elegant and simple in the colors beige, brown, and black with contrasting studs. The chunkier shoe has been trending for a while and is the perfect way to balance out any outfit. Imagine wearing these with a summer dress or mini skirt during the summer of 2021 – très chic!



Frandinavian Style

The brand Filippa Hägg is a mix of chic Parisian style combined with Scandinavian minimalism, or as we like to call it, Frandinavian. As the Scandinavian style embodies minimalism and clean lines, the french style is all about timeless cuts and keeping it chic. Frandinavian style is the perfect mix of the two aesthetics, and together they signify true effortlessness.

The French style is about finding a balance between being dressed up and looking relaxed at the same time. The French woman loves her basics and keeping it simple. Even though having a wardrobe filled with neutrals and timeless cuts, she is never boring-looking. Instead, she lets a statement piece brighten up the outfit, like a scarf, red lip, or a fun pair of shoes. And similar to the Scandinavian woman, she is never overdone or overdressed. They look like they didn’t even try, but they sure did put a lot of effort into curating a perfect closet that makes dressing easy and fun.

While the Scandinavian woman is much like the french with a wardrobe of basics, the style is slightly more focused around the one and only color of Scandinavian fashion: black. Black is the base for everything and works as a canvas to add your own personal touch to, making everything look elegant and sleek. The elegant classic pieces are often mixed with new trends or sporty items – creating a playful look that never goes out of style.

Combining the two styles is easy as they both circle around the idea of effortless dressing with wardrobe staples. The Scandinavian look is cool and edgy, while the French add a more romantic and feminine touch.

Balance comfort and style

Looking good is all about feeling good. Uncomfortable shoes or jeans that fit too tight are never a good look nor feel. Wear an outfit that you’ll feel comfortable in all day. Mix and match tailored pieces with casual and sporty ones to get the perfect comfy but elegant look, like our favorite oversized blazer and a pair of dad sneakers. It’s all about balance!

Opt for timeless and classic styles instead of trends

Shop quality items that are versatile and will last for a long time. To keep the overall look simple and easy to style, go for neutral tones.

Have a signature uniform

Find your perfect uniform that suits your everyday lifestyle, it makes it easier to dress in the morning, and you’ll always feel comfortable. Build the rest of your outfits around your signature look, spice it up with jewelry and other accessories. Find your own style and stick to it!

Let these fundamentals guide you in creating your perfect Frandinavian wardrobe!

Summer Uniform

Dress from JIL SANDER. T-shirt from ARKET. Bikini from COS. Bracelet from LOREN STEWARTMiniskirt from FILIPPA HÄGG. Flatforms from THE ROW. Hand cream from BYREDO. Bag from LOEWE.


Slipping on the miniskirt is an easy way to look polished without trying and it is definitely our most reliable wardrobe staple this summer. Layering a bikini underneath your crew neck is the perfect warm-weather look we are dreaming of as it combines style and functionality. For beach days transforming into dinner nights, pair the miniskirt with a fine knit top and complement sunkissed skin with gold jewelry. The milage for sleek-looking flip flops this summer is expected to be high. The contrast of the white leather and the black sole adds dimension to the outfit. Finish it all with a spritz of your favorite scent.

The Vacation Edit

Striped sweater from KHAITE. Ring from SPINELLI KILCOLLIN. Sleeveless top from FILIPPA HAGG. La crème main from CHANEL. White wide trousers from VINCE. Straw basket from LOEWE. Sandals from HERMÈS


In this week’s moodboard we are channeling the 70’s-vacation vibe through stripes, wide trousers and sleeveless tops – all pieces perfect for breezy summer days. Chic, yet cool the sleeveless top is one of the backbones of modern summer wardrobes. As we place more demands for versatility on our day-to-day clothes, the minimal top offering effortless vibe and versatility. For a sunny day, hitting the city wear it with a pair of wide trousers and dress it down with sandals. For the late night hours pair the chic top with our miniskirt and slip on a pair of heels for a simple yet sophisticated look. Finish off your styling with a current favorite of ours – the gold ring from Spinelli Kilcollin.


Silk shorts from FILIPPA K. Capurso black sandals from ATP ATELIER. Crew-neck t-shirt from ARKET. Candleholder in Silver from ARKET. Facial cream cleanser from AESOP. Virginia Cashmere sweater from KHAITE. Gold watch from CARTIER. Leather bag from COS.


Chic yet endlessly wearable the blazer can be styled for most occasion. For summer we like to style the oversized blazer with flowy shorts and a crew neck t-shirt. Even though cashmere sweaters may be something we mostly wear wintertime, it keeps us warm during those chilly summer nights, tie the knit and wear it over the shoulders!


Oversized coat from FILIPPA HÄGG. Leggings from H&M. Bag from THE ROW. Trainers from NEW BALANCE.

Keep your look minimal by styling the oversized coat with a pair of leggings and trainers. The simple looks are often the best, and this style gives off the perfect effortless and casual vibe.

The minidress

Blazer from FILIPPA HÄGG. Mini dress from FILIPPA HÄGG. Bag from COS. Sandals from COS. Candle from LE LABO. 

Our oversized blazer and the mini dress are a perfect match. Wear it for a date night with your own perfect match, and a pair of heels, or dress down with sandals for everyday wear. 

AW 21




The mood

A sneakpeak of Filippa Hägg AW21