A Scandi Designer Shares Her Style Rules
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@FRIDA_BILLEGREN
Embrace opposites. My style is best described as eclectic, and I love combining unexpected pieces – I think it’s the secret to great style. For example, the other day I wore the cropped leather biker from the Savoir collection with a blue wool beret. Naturally, this sense of contrast influences a lot of my designs, too.
Rely on the accessories to bring an outfit to life. If I’m wearing something simple like a t-shirt and jeans, I’ll always add some fun accessories to give the outfit more personality. Before working on the Savoir Collection, I was the creative lead on accessories and shoes, working in the Stockholm atelier. I think my love of shoes and jewellery shines through in the way I dress, as well as my designs.
Use numerous sources for fresh style inspiration. Social media inspires me heavily, as do art and interiors – everything blends into one. For our SS24 collection, I was inspired by an artist friend who painted a landscape for me, which I then decided to have printed on a dress. This season, I’m particularly proud of the leather bomber jacket, which is inspired by a Swedish movie from the early 90s called Änglagård. The main character wears an amazing matching leather jacket and trouser set, and I tried to replicate the broad shoulders and cropped length. It’s the perfect biker jacket and I wear it all the time.
@FRIDA_BILLEGREN
Go with your gut. I take real pleasure from getting dressed each morning and consider it a bit of me time. I like playing with different shapes and textures – for example, if I wear denim, I’ll contrast it with a delicate blouse. If I wear tailored pants, I’ll style them with for something more languid. Some days I want to be a power suit woman, and other days I feel like wearing a feminine skirt. But it’s fine, you can be whoever you want to be.
Ignore what you’ve been told about Scandinavian minimalism. I don’t think I dress like the typical Scandi – I’m probably somewhere in between minimal and maximal but I never go basic. I’ve not always been confident about my style, and I think it’s still evolving. Since working with the team on Savoir, designing more daring pieces has been reflected in the way I dress. I tend not to be influenced by other Scandinavian brands as I have the privilege of being able to design whatever I’d like to wear, but do I admire Carin Rodebjer (designer of Swedish label, Rodebjer) – I love the way she works with structure and different colour combinations.
Always be true to yourself. You don’t have to follow trends and I believe that nothing is ‘wrong’. The best you can do is choose what makes you feel beautiful and empowered – this is what fashion should be about. Of course, I’m inspired by trends from time to time, but this tends to be variations on classic pieces rather than anything too ‘of the moment’. An example is denim – I’m always going to wear jeans, but these days I’m really into a balloon shape, where previously I wore a wide leg.
@FRIDA_BILLEGREN
Find your hero pieces. Five things every woman should own this season include a great quality wool suit, ideally something quite oversized and fluid. I designed one this season which nips in slightly at the waist, has broad shoulders and a slit on the sleeve. I wanted the wearer to feel like they can rule the world in it. Plus, some jeans you can style up or down, a kitten heel pump, a crisp white shirt and a leather jacket. They’re all things you’ll keep for years. This season, I’m also on the hunt for some high shaft boots – they’re great, as you can tuck your trousers into them. Add a sweater and a swipe of bold lipstick and you’ve got a chic look for the evening.
Invest in the basics. What people admire about Scandi women is how effortless they look, and that comes down to the way we focus on making the classics, like knitwear and jackets, look high quality. Scandi women don’t tend to update their wardrobes too frequently – instead, they tweak the silhouettes to make it more modern.
Finally, don’t be afraid to add your own spin. I strive to find the perfect knit as much as the next girl, but I’ll always add something unexpected like a statement earring or a bold lip to make it feel more like me. Scandi with a twist is how I’d describe my approach to fashion – remember, you don’t have to fit in one box.
Follow @Frida_Billegren on Instagram.
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