Though the world has fallen for the nordic minimalism and effortlessness recent years, it’s can be hard for Scandinavian brands to break through in todays jungle of international brands, unless they have something unique to offer and attractive price points, but that’s also what some of them do best, catering the mid market. Brands like Acne Studios, Dagmar and Day Birger et Mikkelsen have established themselves internationally by filling the gap between high street and luxury levels by offering great quality price points.
But there’s a new girl in town, Mayla Stockholm (www.mayla.se), founded by former model Marlene Abraham, that caught my eye this last year. Offering something not so typical in Scandinavian terms, cool femininity with an edge, like beautiful neat feminine silk blouses and dresses, finely knitted silk jumpers, mini boot flared trousers and culottes with the best of fits, ticking the mid market price range without compromising quality. Watch out for Mayla’s AW15-16 raw denim pieces, favourite denims of mine come fall 2015.