High street hero Zara has always been our go-to for the latest fashion trends at affordable prices, but that might all be about to change, thanks to the rise of a little-known Scandi brand.
Gina Tricot, a Swedish retailer that has been a firm fashion favourite on Scandinavian high streets for years (you might even have spotted it yourself during city breaks to Copenhagen or Stockholm), has now gained traction in the UK thanks to popular Scandi influencers repping the underground brand on social media.
Known for its purse-friendly style gems, Gina Tricot is giving Zara a real run for its money offering everything from chic jumpsuits and dresses fit for summer, to printed tops and classic trench coats for as little as €59.99 (around £53). Oh, and they’ve got an amazing selection of pastel coloured suits starting from €49.99 (£44) at the moment.
According to Who What Wear, Gina Tricot, which was founded in 1997 by Jörgen Appelqvist, is set to be the next big thing, with Scandi ‘It’ girls like Hanna Stefansson and Emili Sindlev bringing it a global audience via their Instagram feeds.
Plus, the brand recently unveiled a collaboration with Anine Bing, a Swedish-born, LA-based model turned fashion designer whose line of blazers, band t-shirts and edgy boots is now stocked by the likes of Net-a-Porter and Harvey Nichols. What ever did we do without influencers and social media promotions, aye?
Gina Tricot is joining the line of many Scandinavian high street brands making waves here in the UK. In 2017, popular streetwear brand Weekday launched a flagship store on London’s Regent Street, as did fellow H&M brand Arket, while the likes of Cos, & Other Stories and Monki have cemented their spots on UK high streets in recent years.
Looks like us Brits just can’t get enough of Scandi fashion!