From The Girl With the Dragon Tattoo taking over our movie screens and Kindles, to Ikea taking over our homes, to H&M taking over our closets, the Swedes are having a moment. So when I was offered a front-row seat to Swedish cool at their most recent Fashion Week, I jumped at the opportunity.
Swedish fashion is all about simple, functional design. Even better, it's affordable. Historically, fashion was made for the masses: "Your own taste, at the government price" was a state campaign in the 1930s. Today, it still holds true — but the latest crop of designers are combining their value-driven tradition with international style. The result: effortlessly modern clothes you'll want to wear every day.
Cool and edgy, the line is designed by three sisters: Jennifer, Pernilla, and Sofie Elvestedt. Plus, their shoes are amazing. (Lady Gaga is a fan!) Lucky for us, their website ships to the U.S. (minimarket.se)