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Vogue Scandinavia 1st issue

Welcome to Vogue Scandinavia – How to Create Nordic Style Luxe

by | Aug 14, 2021

Brilliant! Vogue Scandinavia is here…what took them so long, we might ask? The world’s leading glossy will cover the best design in the five Nordic countries, Denmark, Norway, Sweden, Findland and Iceland. Much has been written and said about the Nordic look, but the style has been overshadowed by super creative French and Italian designers in other, already established, Vogue editions.

Still Scandi design has pushed to the front row in recent years: home decor, fashion, jewelry, food, architecture and engineering, and films. Think of names such as BoConcept, By Malene Birger, Pandora, Noma, the bridge between Denmark and Sweden and award winning films such as The Hunt, Festen and Another Round. There’s more than enough to fill a bumper glossy each month.

Vogue Scandinavia spread - The Simple Life

Browse Georg Jensen Classics

Georg Jensen Candle Holders trio

Georg Jensen Cobra Candle Holders

Timeless, unique and eyecatching candleholders in true minimalist Scandi style. Stainless steel. Hugely popular in the Nordic countries.

Georg Jensen Daily Pendant

Georg Jensen Daisy Pendant

A classic piece by the Danish jewelry and home ware brand - gold plated and enamel Daisy pendant.

Georg Jensen Ilsa Fruit Bowl

Georg Jensen Fruit & Salad Bowl

Our own favourite Georg Jensen piece - perfect and minimalist bowl in mirror polished stainless steel. A classic.

As ever the big question: who is on the cover of the launch issue this August? Greta Thunberg may be a surprise pick, but this edition is rather right-on…. Sustainability is the key word in this launch edition so perhaps little surprise they should go for the most famous Scandi today, amongst the younger generation. Not a regular on the catwalk but a refreshing move that makes the world’s leading glossy brand more readable and interesting. And yet….

Greta Thunberg on the Cover of the first Vogue Scandinavia

We’ll be looking closely at VS’s interior pages where they say about Scandinavian design: “The world looks to our interiors as a masterclass in clean lines – the pinnacle of chic simplicity.

“It’s about filling the space with pieces you love – pieces that tell a story, pieces that if you held an ear close enough would have a beating heart.”

We couldn’t agree more…the Nordic look is as much about what isn’t there as the story behind what IS there.

When people criticise Scandi minimalism for being dull, too neutral, monochrome, too white or too grey, often it’s because they’ve swept through design boutiques passing products off as Scandinavian design.

Vogue Scandinavia promises us a mix of art, design, accessories and lifestyle pieces from all the Scandinavian counties, which we can’t wait to see.

Vogue Scandinavia spread - Influence

Scandinavian Beauty – Get the Look, Whoever and Wherever, Naturally

Another big issue in Denmark, Norway, Sweden, Finland and Iceland is beauty – natural beauty. A contradition in terms, possibly, but more than a dozen top beauty brands have sprung up in the last decade, focusing on a healthy, youthful and natural look. Music to our ears.

Browsing the beauty shelves of Magasin, a favourite department store, or shopping mall, in Denmark is pure joy – rows of cleansers and moisturisers produced by people who really know what they are doing.

Natural Beauties: DU Skincare Store

Cereme de la Mer serum

Creme de la Mer

Lightweight serum with a luxuriously silky texture easily absorbed into the skin. Perfect for mature skin.


Clinique cleanser


An all-in-one cleanser and makeup remover, the refreshing cleansing milk gently lifts away impurities from the skin’s surface.


Elemis bath


Nourishing Camellia, Macadamia and Jojoba Oils deeply nourish and moisturise leaving satin soft skin, which looks healthy and supple.


At DU we’ll check them out – not the ‘warpaint’, as you’ll see from our own beauty blog posts we are vehemently anti-cosmetic surgery and know! it is possible to age gracefully and beautifully without injections. Fillers make you look “different”, not younger (not counting reconstructive surgery for medical reasons).

We’ll check out the cremes and products that help us get the Scandi look, the look that makes us feel at home wherever we are and one everyone can get if we care about ourselves.

Nordic Art – How to Decorate with Scandi Collector’s Pieces

Then there’s art…the Scandi art scene has gathered pace in the last decade also: old masters from Skagen in the far north of Denmark have benefitted from a raised awareness about creativity and home decor – and new street artists, both young and old, have built incredible brands from scratch.

As a result, land- and seascapes by painters such as Holger Drachman and Michael Ancher often hang side by side with punchy graffiti canvasses by Poul Pava or Christian von Hornsleth in the modern Danish home. Each work of art tells a story, together they create their own universe.

How to Create the Nordic Modern Home with Vogue Scandinavia

We expect a lot from the furniture pages of the new Vogue Scandinavia. The Nordic countries have been leading lights when it comes to chairs and lighting and there is room for incredible, innovative displays of interior that not only showcase the best of Denmark, Norway and Sweden…and pos Finland and Icelandic design, but no doubt also leads the way forward.

Names such as Arne Jacobsen, who created the Egg Chair, Nanna Ditzel who designed the Trinidad Chair (it’s our favourite, you see it in all airports, it’s gorgeous!) and Louis Poulsen who designed the PH Lamp (in every Danish home) have all long gone, but their classics live on forever. VS will, hopefully, help us discover the new Nordic classics so there is some disappointment the first edition is so focused on person interviews and profiles and isn’t the feast for the eyes we had expected. Soon it will run out of dull profiles and wokeness and champion the design and aesthetic power house Scandinavia already is. Can’t wait!

Soho Home Ltd


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