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For over 18 years, Wild Swans owner Caroline van Luthje has been the proud purveyor of styles originating from her home country of Denmark and across Scandinavia. She was bringing us hygge before the term was hip and carrying Ganni before it was a global brand. Today, Wild Swans is the go-to shopping experience for Londoners looking for expertly curated Scandi style. So, what's so special about fashion from Europe's northernmost region? Wild Swans answers all our questions, below.
What makes Scandinavian design so special and distinct?
Scandi style is completely distinct when you compare it to Italian, French, or other European designs, and this is because in Denmark, 95 percent of women work, and all of them have a bicycle! Whilst we don’t mind wearing high heels on our bikes, we do need clothes that we can move in and are comfortable. That is why Scandinavian style is often associated with looser, relaxed shapes. It has a clean aesthetic that runs across all elements of our design—including furniture and architecture—but we like to mix this up with inspiration from all corners of the world. Scandi style mixes comfort, functionality, and this clean look with special details, touches, and elements. That’s the magic combination that makes it totally unique.
What drove you to open a Scandinavian boutique in London?
When we opened Wild Swans 18 years ago, unless you went to Chelsea or the much more high-end, luxury areas of London, you simply couldn't find anything on the high street that wasn't made of polyester or cheap manufactured materials. It was practically impossible to find clean, organic ones like cotton and wool, which is all we wore in Denmark. I wanted to open Wild Swans to bring this kind of quality and Scandi design to the UK market. Originally, we were the first pure Scandinavian retailer in the UK, and we were a real destination for Scandi brands. We have found and introduced many brands to the UK and are always sourcing brand-new, up-and-coming ones!
What designers are you super excited to carry?
It would be impossible to pick favorites! All of our brands are carefully curated for their emphasis on quality, design, and having something that feels very special or different. It’s amazing to reflect on how we have evolved alongside some of our original brand partners, like Ganni. We started working with the brand when they had just 11 employees, and we were the first retailer in the UK to introduce them to our audience! It is just as exciting working with some of our smaller, independent brands. We love Sissel Edelbo, a female-led brand that creates beautifully unique styles. Often, they use recycled fabric and offcuts in their designs. Dawn x Dare are another great example. We love their colorful knitwear, which is all hand-knitted by local women in Italy, so no two pieces are the same.
What are some trends or styles you love for winter?
This time of year is such a wonderful time for dressing. We are getting ourselves really Christmas-ready with lots of party pieces. We love Stella Nova’s Bead Embellished Dress, Bead Embellished Shirt, and their amazing Sequin Fringes Skirt, perfect for the festive season! We have an ongoing obsession with leopard, which is this year’s new neutral and one of the best prints for the season. Ganni and Baum und Pferdgarten do such great versions, and in our mind, you cannot go wrong with leopard-printed jeans! We bought a few different cuts for the season from both brands to suit different body shapes and preferences. We are all about unique pieces you can style with your personality. Take a piece with a really special detail—like a collar, a cut, or a pretty embellishment—and mix it up with staple styles or clean tailoring. This is so typical of Scandi fashion. We’re not too trend-led. Each piece you buy should be for now, for later, and worn forever.
