Plus, the Scandinavian aesthetic has timing on its side. The natural ease with which style stars in countries like Denmark, Norway and Sweden dress ties in nicely with the industry's transition to more wearable styles. Maggioni describes the changing sensibilities as being fresh, but without visible effort. "That's very appealing to many people as it's fashion-led, but commercial, and easy to wear and adopt," she says.
, Sweden's "lagom" and the broader region's covetable mid-century furniture. For Maggioni, it's the whole "package" that's really appealing., moves in waves, and this particular aesthetic may be reaching a saturation point. Maggioni admits that at WGSN, they're beginning to notice a shift toward more occasionwear-driven pieces, like suiting. And if only judging from the sheer amount of suits seen on the streets of, we'd have to agree.
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