It’s Mary-Kate Olsen with her battered Birkin (an accessory that deserves its own think piece). Princess Di in bike shorts and an oversized sweater. Zendaya fluidly switching between androgynous cool and Hollywood glam (still thinking about this Loewe moment).  

While the internet loves to idolise these women for their excellent dress sense, the idea of cultivating our own personal style tends to get thrown by the wayside. Instead, our attention is split between a never-ending stream of microtrends – clean girl, coastal grandmother, Barbiecore, ballerina sleaze – each one more chaotic than the last.  

Rather than trying so hard to keep up with the latest Bella Hadid-endorsed look, maybe we all just need to chill out and go back to basics. That's the lesson Scandinavian style girls are here to teach us via statement coats, dad sneakers and perfectly slicked back hair.  

The trend-averse aesthetic, colloquially known as “Scandi girl”, covers a wide array of fashion influencers and TikTok girlies who are championing a casually curated approach to dressing. The face of this movement is Matilda Djerf – a bouncy-haired Swedish influencer known for her relatability and sleek personal style.  

Her wardrobe is a play of contrasts – slouchy masculine silhouettes are paired with feminine lace and floral prints – and the classics are on heavy rotation. When asked what outfit she’d wear for the rest of her life if she had to pick just one, Matilda chose comfortable jeans, a blazer and a tee. In the same interview, she emphasised that comfort is the most important factor for her when it comes to clothes.   

“I’m only 25 but when I was younger, I would try all these different trends that looking back weren’t really reflective of me and I never really felt comfortable in it,” she said.