There is an interesting social code in the Scandinavian countries called the Law of Jante that essentially states that no one is to think they are special or better than anyone else. Jante manifests itself in many aspects of society, promoting the collective "we" over the individual "I." One aspect that I find it most fascinating is in fashion. From my perspective, it seems jante deemphasizes personal style to a certain level, and emphasizes a certain uniform that many Scandi men and women live by. This includes lots of black and white and grays and other neutral tones. Think tons and tons of basics, with a few investment pieces to round out an outfit. And they also really love their local designers, like Fjällräven and H&M.
In my opinion, while jante fashion may help people fit in, when done right it also helps people stand out. Sometimes, simple really is more, and this is the core of jante. When you have a good top or the right pair of shoes, taking a simple approach can be the best approach. For this casual Friday look last week, I paired my simple-yet-not-simple textured white blouse with basic blue denim and then dressed up the look slightly with a black wedge sandal. The result is perfectly jante and also perfectly pulled together.
Shirt: H&M (old) | Denim: Gap | Wedges: Old Navy | Bag: Ellington Handbags (old) | Earrings: Forever 21 (old) | Chevron ring: betsy & iya