The case in summary: Amalie Iselin Eide from Sarpsborg has gained many followers outside Norway because she shares about the popular fashion trend “scandi-girl”. Fashion journalist Ida Brun believes the scandi-girl trend is popular abroad because it stands out. Brun says that you can build a career on trends. Swedish influencer Matilda Djerf has created a fashion empire. Eide now wants to establish herself in the fashion industry through social media. The summary is made by an AI service from OpenAi. The content is quality assured by news’s journalists before publication. Amalie Iselin Eide (22) is interested in fashion, beading and interiors. Two or three years ago, the Sarpsborg girl started showing her interest on TikTok. It has engaged many people, especially people living outside Norway. – At one point I had more American than Norwegian followers, says Eide. The reason is the “scandi-girl” fashion trend. This summer, the trend has gone viral on social media. The fashion trend “Scandi-girl” “Scandi-girl” is a fashion trend that is inspired by Scandinavian fashion and lifestyle. The fashion trend has been here for several years, but this summer it has gone viral on social media, especially TikTok. Typical of the “Scandi-girl” is that the clothes are loose and not tight on the body. The keywords for fashion are that the style should be minimalistic and comfortable. The colors of the clothes are often monochromatic. Colors that are often used: cream white, brown, grey, light pink, butter yellow and light blue. Source: Ida Brun Started with homemade jewelery It is mainly young women and teenage girls who make up Eide’s 140,000 followers on TikTok. It all started with jewellery. During the pandemic, she started beading jewelery and bracelets. She posted the result and the process on TikTok. In the pearl drawer, Eide has a wide selection of soft colors from which she makes jewellery. Photo: Maria Johannessen / news She will also be able to make a living sharing fashion on social media, like the biggest influences. Photo: Maria Johannessen / news Eide’s TikTok profile is already full of comments written in several different languages. Have you heard of the “scandi-girl” trend 🌸? Yes, I have. I’ve seen that style before, but didn’t know it had a name of its own. No, this is completely unknown to me. Show result The 22-year-old believes young women are fascinated by the scandi-girl trend because they’re looking for fashion that inspires , and which stand out. – I think it’s great fun to show off style and fashion, and hope that it inspires others. – The fashion houses follow Lisbeth Løvbak Berg is a trained clothing designer and is a clothing researcher at SIFO. She explains that trends often have a shorter lifespan and are less widespread than fashion. Lisbeth Løvbak Berg is a trained clothing designer and has several years of experience in the clothing industry and fashion. Photo: Eivind Røhne – The fashion houses follow trends because they want to find clothes and accessories that they can highlight or be inspired by and turn into fashion. Some people have a very personal style. Then current trends have no say. – There are a number of people who, for example, want to wear a certain type of garment, or wear a colour, regardless of whether these are in fashion at the moment. Fashion journalist: – Playful, nice and comfortable Ida Brun is a journalist in MinMote. She says that the “scandi-girl” trend is a development of last year’s summer trend “clean-girl”. She thinks foreign women like the fashion trend because the clothes and jewelery are unusual for those who live outside of Scandinavia. – For us in Scandinavia, the trend is not as revolutionary as it might be for girls outside our borders, says Brun. – They allow themselves to be inspired and see that fashion can be playful, nice and comfortable at the same time. MinMote journalist Ida Brun follows what’s happening in the fashion scene. Photo: Ida Brun Brun believes that the fashion trend is here to stay, at least for a while longer. – This is not a “crazy” trend that will go out of fashion any time soon, we will probably see “scandi-girl” in the fashion scene throughout the autumn and into next year. Trend that has led to wealth and career The fact that young people love the “scandi-girl” trend has become a major career for some. Brun singles out the Swede Matilda Djerf. She has built up a fashion empire based on Scandinavian fashion. – Djerf has her own clothing brand, and with it she dresses people all over the world in the Scandinavian style. At the end of 2023, clothing brand Djerf Avenue had a turnover of SEK 370 million. Swedish Matilda Djerf has become rich on the trend. She was a “scandi-girl” before it even became a trend. Photo: Skjermdump / Instagram The fashion journalist points out that there is a lot of hard work behind being able to make a living from fashion and trends on social media. But the young people’s relationship with digital platforms makes it easier. – It is probably easier to establish yourself in the fashion industry now than before, precisely because of social media. Dreaming of making a living from it Amalie Iselin Eide herself is just beginning to establish herself in the fashion industry. In July, Sarpsborg Arbeiderblad wrote about Eide and a friend who have started selling hair clips. The clips are in soft colors that are repeated in the “scandi look”. Amalie Iselin Eide started making jewelery in the girls’ room. Now she wants to take the step into the fashion industry. Photo: Maria Johannessen / news She believes the success of fashion designers such as Matilda Djerf can trickle down to others who also want to front the “Scandic-girl” look. – The big influencers who have become known for the “scandic-girl” fashion abroad probably help the rest of us who are not so well-known yet. In the future, Eide dreams of making a living from social media. There she will continue to share fashion, interiors and beading. – I actually quit my job in May to be able to focus on the goal. Published 16.08.2024, at 12:48 p.m
ttn-69
Scandi-girl goes viral on TikTok – Amalie Iselin Eide bets on Scandinavian style – news Østfold – Local news, TV and radio
