Fashion Is Always A Mirror Of Some Way Of Life.

According to the world clothing and shoe net, the first thing that many people think of in Sweden is probably. H&M And IKEA. But when the United States fashion When media reporter Sarah Nechamkin first arrived at the Slussen subway station in Stockholm, Sweden, she thought she had come to an enlarged version of Acne. brand Store. "The people on the platform are not only very calm but also very uniform in their faces."

The classic Stockholm wardrobe configuration may be: black or grey coat, a thick cashmere scarf, black skirt or body jeans, white shoes or Chelsea boots, shoulder bag, ebony urinate.

Fashion is always a mirror of some way of life. In the past year, you can see this kind of concise and restrained style called "lagom" all over the world. Over the past 3 months, the word has been mentioned more than 13500 times on Twitter. It is summed up as "return of Nordic style" with Denmark's "hygge".

But traced back to the source, "lagom" and "hygge" are completely different. In a report just published, the latter is literally "comfortable". If a scene is used to describe hygge, it may be a storm outside the window. People in the house are chatting quietly and happily with wrapped blankets, aromatherapy candles and oatmeal porridge. It is similar to last year's popular "Japanese style". It has the healing effect when the economy is depressed and the political and social environment is experiencing turbulence. Sounds good for fog and haze.

The meaning of "lagom" is similar to "moderate". According to KathleenBryson, an evolutionary anthropology professor at University College London, the most common phrase of the Swedish people is "Lagom RB ST" (The right amountisbest).

It extends to clothing design, store design and even urban landscape design, which is five points of practicality and aesthetics. This "golden mean" may also make Swedish lifestyle brands easier to break cultural and national boundaries. In December last year, IKEA just launched a 3 year marketing campaign advocating an environmentally friendly lifestyle. It simply called the name "livelagom".

Rodebjer2017 spring and summer

But what is more noteworthy is Sweden's support for local brands. Global business branding enables people to enjoy quality goods at the same price wherever they are, but it also makes urban consumption repetitive and boring.

This is not a problem in Stockholm. Sarah Nechamkin feels that you can find some well developed local brands in any category, such as Rodebjer, which specializes in denim, wide leg pants and thick bottomed high boots. They are famous for making ski gloves, Hestra for leather gloves, and Sandqvist for selling Herschel style canvas and cowhide backpack.

As for clothing brands, there are many similar styles in addition to H&M's two high-end lines &Other Stories and COS: d.brand, House of Dagmar, Nudie JeansCo., WeSC and WeSC.

These local brands usually have their own independent stores, but the more popular sales channels are brand collection shops like APLACE and Grandpa. Most of them are in the center of the city, arranged like a stereoscopic "Kinfolk" magazine. Green plants, coffee bars, bold posters, and tailored casual style men's and women's wear are standard. Beside the colored socks and cashmere scarves, small household items, though not necessarily necessary, are often placed.

These stores not only support local brand shopping places, but also play the role of community public space. People who do not want to stay at home spend time in here in the winter with an average sunshine duration of only 6 hours or 4 months per day.

Grandpa

You may have noticed that there are more and more similar brands and stores in China. There are many words in the marketing copy, such as "there is no cold weather, only clothes that don't fit", such as "warm winter with the beauty of life and friends and family".

But what is interesting is that the birth of hygge or lagom is based on the pursuit of public welfare and democratic equality in Nordic countries, which is intended to weaken luxury consumption and class stratification. However, in the process of popularity, it has been labelled "the new life philosophy of the middle class". It has become another way for the elite to show their economic status. Those idyllic elements are advertised as true, and those related to crafts or crafts are beautified to be refined, while those natural simplicity is defined as advanced.

In essence, this trend is still no different from the popularity of "100 dollars Lululemon tight pants and $10 bottle of cold pressed fruit juice".

More interesting reports, please pay attention to the world clothing shoes and hats net.