Consumers have been under Scandinavia’s spell for some time now.
From the return of minimalism and gentle lines, to the rise of “hygge,” the comfort craze that washed over home, fashion and footwear in 2016, the region has served as a how-to guide on how to live a well-balanced, happy life. And according to Melissa Moylan, Fashion Snoops vice president, creative director-womenswear, Scandinavia’s next influence will arrive in Spring/Summer 2020 in the form of “lagom,” the Scandinavian term for “just the right amount.”
In a webinar co-hosted with UBM Fashion, Moylan described how womenswear will continue to cull inspiration from Scandinavian design and its minimal and functional point of view.
Driving the lagom trend are cultural influences that underscore the growing need for self-care and acceptance. Body positivity, non-traditional gender labels and the rising popularity of poetry in pop culture—particularly the emotions expressed through the writing form—are part of the story.
JOMO, or the joy of missing out, also lives here, Moylan said, as millennials seek out authentic, off-the-grid experiences. “It’s really about the beauty of disconnecting and a balanced approach to life as well as design,” she added.
Lagom translates to fashion with designs that combine minimalism with folk art, craft and sustainability. The trend also has an underlying nature component with raw elements that Moylan said can be interpreted to materials or colors. Here, saturated orange and warm yellows like buttercup and dandelion are balanced against neutrals like khaki green, burlap and brown.
Patterns and prints also pick up cues from nature, Moylan said, with key graphics in the form of fruit, florals and loose color-blocking or dye effects that mimic the shape of mountains. Basket weaves, gingham and tonal stripes are the more commercial prints.
In denim, lagom calls for comfortable paper bag waist jeans and relaxed fit culottes. The bottoms can be updated with dye effects or contrast stitching and look fresh in a seasonal light weight. Overall, Moylan said a higher waist will be important for the season. Meanwhile, jumpsuits in denim or twill are updated with summery colors and new shapes like puff sleeves and waist ties.
Other key items include lightweight overcoats with oversized fits, pleated skirts, maxi dresses in luminous or sheer materials, shirt dresses and baggy pants with a higher waist line. For the young contemporary market, Moylan noted that camp shirts, voluminous Bermuda shorts and open-work sweater dresses suitable for layering are picking up momentum.
Accessories skew towards minimalism and natural materials. Woven wicker basket bags, slouchy wristlet pouches and oversized totes suit the lagom trend. For footwear, Moylan said to expect to see mules refreshed with organic-shaped wooden heels, as well as flatform sandals with cork soles and the vacation sneaker accented with tonal stripes. Finishing off the looks, Moylan said, are accessories like woven panama hats, classics leather belts with square hardware and vegan leather scarves.