Is Scandinavian style dead? The "Portuguese Girls" style paving a new era

Scandinavian style has been a prominent topic of conversation for quite some time. Influencers such as Matilda Djerf, Felicia Akerstrom, and Amalie Star have significantly contributed to its popularity. Social media platforms like Instagram, TikTok, and Pinterest have made it easier than ever to find fashion inspiration within this style. It´s no question this trend has gained massive traction, with nearly 3 million posts under the #Scandinavianstyle hashtag on Instagram.

In addition, in the past year, a similar wave of the trend but characterized by a more luxurious approach emerged. Often referred to as the "old money" style, this shift was clearly exemplified by Sofia Richie's viral wedding and the anticipated sober color palette featured by various designer houses during 2023 Paris Fashion Week.

Recent discussions on TikTok have focused on whether Stockholm style is waning, and Portuguese style is on the rise. This prompted me to delve deeper into the topic.

For context, Portuguese style is characterized by its vibrant colors and playful mix-and-match patterns. Vanidad magazine describes it as inspired by Danish fashion with a Mediterranean and southern vibe, while La Razón considers it electric and original. Notably, there's a strong emphasis on supporting less mainstream brands like @Mariadelaorden, @Carmensays_official, @Farmrio, @Viragocarcelona, and more. In contrast to Stockholm style, where you can find clothing in high-street stores such as COS, ARKET, & Other Stories, H&M, Zara and GANNI, Portuguese style brands are notably smaller and primarily operate online.

The surge in popularity of Portuguese style doesn't come as a surprise, at least to me, given the rapid growth of key Portuguese content creators. Influencers like @Sofiacoelho, boasting nearly 1 million followers, and @Vicmontanari and @Ritamontezuma, each with an impressive following of almost 200,000 on Instagram, along with rising stars like @Caetanaba and @Inesisaias, have played a significant role in this trend's popularisation.

While opinions on this trend vary within the TikTok community, I'm excited to see the emergence of new brands and concepts in the coming year. Only time will tell how this shift will evolve. If you like this style, stay tuned for a curated list of my favorite Portuguese girl style brands.