What Scandiphiles are wearing in London this month

I met up with my favourite London-based ‘Fandinavians’ (fans of Scandinavia) to talk about life in one of Europe’s most hectic cities, and their love for Nordic city living, culture and fashion.

A Londoner of 10 years, model Maddie Demaine says the city’s best feature is its often-begrudged sheer size. “I love how it’s spread out… each borough offers a completely different experience depending on your mood,” she says. The contrasts keep her on her toes as she splits her time between “village-like corners and the busiest streets imaginable,” while avoiding the dreaded Central Line whenever possible.

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Having travelled all over Scandinavia, Copenhagen’s cleanliness stood out to Demaine. “I couldn’t get my head around it. Even the air felt different… like I was breathing filtered air,” she says. Scandinavian minimalism is a prominent ingredient in Demaine’s outfit formula. She loves to emulate “that rare ability to look perfectly put-together while seeming completely unbothered”. Toteme is her go-to brand for achieving that balance. “Every piece, even a simple tank top, is cut and crafted to absolute perfection,” she notes. At the same time, she admires the boldness of boutique Copenhagen brand Kerne.milk, drawing inspiration from its “never dull or ‘seen-before’ moments”.

If Demaine could incorporate one thing from Nordic culture into London life, it would be outdoor seating. She yearns for more “all-year-round alfresco” moments regardless of the weather.

Model and University College London Neuroscience graduate Mia Koski has a spontaneous two-year stint in Copenhagen to thank for her familiarity with the ins and outs of Scandi life.

While it was never meant to be more than a semester abroad, the city had other plans for this beauty-and-brains final boss. She ended up with the whole Scandi kit and caboodle: Danish boyfriend, gym, apartment – you name it. What kept Koski in Copenhagen was life’s slower pace and an appreciation for quality time. “Here [in London], everything is so fast-paced… Scandinavia does a good job of bringing community into everyday life,” she says.

Her pit of living in London? The weather. Though she quickly admits, “Copenhagen wasn’t much better.”

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For fashion inspiration, she looks to Copenhagen cool girls Amalie Star, Arlinda Nyward, and Mathilda Roien. Some of Koski’s essential brands include OpéraSport, A. Roege Hove, and Ganni. When I ask her what makes the region’s style so special, she credits their expertise in layering. “It’s so cold there, and they still make it look so chic every time.”

Soon leaving London for New York, she’ll not only take with her a Master’s degree in Neuroscience – but also an honorary degree in layering, courtesy of the school of Scandinavia.

Both a Londoner and a New Yorker, influencer and book club host, Lizzie Hadfield splits her time evenly between the two cities, among the most chaotic in the world. However, an affinity for chaos doesn’t extend to her wardrobe, where everything is always thoughtful and pared-back.

Practicality is at the core of Hadfield’s ‘how-to-dress’ philosophy, and she believes that “Scandi style is the pinnacle of that.” Dressing for life rather than trends, she adapts her looks to where she is and what her day demands. “There has to be an element of practicality in your outfit. When you execute that in a stylish way, it’s incredibly chic,” she says.

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Hadfield cites influencer and Toteme founder Elin Kling as her longtime Scandinavian source of inspiration. “Her blog, ‘Styled by Kling’, was my bible on how to dress and I love what she’s done with Toteme,” Hadfield says. On the high street, Stockholm-founded brands Arket and Cos are her top contenders right now for their chicness and accessible price points.

I stopped Meg Uppal on the streets of Soho – the clean-tailoring-and-ballsy-bag combo told me we might have a Fandinavian on our hands. We got chatting, and my theory was confirmed. Introduced to Scandi culture by her Nordic besties in London, she went to see it for herself. Some highlights included a visit to the Louisiana Museum of Modern Art, a lucky reservation at Michelin-starred restaurant Formel B, Copenhagen’s bike-everywhere culture and cool street style.

If Uppal could bring one thing home to London, it would be the food. “The food scene was extremely forward thinking, with a deep focus on seasonality, zero-waste and high-quality ingredients. Sometimes I feel London lacks the innovation that I have found in the Scandinavian region,” she says.

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Uppal attributes her love of Scandinavian style to its “blend of function and understated luxury that ends up looking effortless.” She notes Copenhagen-based content creator Ilirida Krasniqi as her current biggest online inspiration. “Her capsule wardrobe exudes elegance – every detail feels intentional and refined,” Uppal says.

I ask her to tell me the best and worst things about living in London. She replies, “the men,” to both.

For London-born Bibi Abduljalil, Copenhagen started as a spontaneous £10 flight booked on a whim – but she’s been hooked ever since. She began a tradition of returning at least once a year, hoping to make the move for real one day.

In London, she juggles two jobs: doing research and fulfilment at cult-favourite British hair accessory brand Good Squish by day and working as a Shoreditch barista – well, also by day. Despite the whirlwind of London life, the real buzzkill for Abduljalil is the cost of living. She warns romanticists, noting “what they say the cost of living is and what it actually is – isn’t in line.”

Embracing Scandi style in a big way, she draws inspiration from playful brands like Cecilie Bahnsen and Stine Goya. “When I think of Copenhagen fashion, I think of a little bit of chaos, in the best possible way – pops of colour, stripes, textures, and clashing hues.”