I've Discovered the Scandi Version of Zara

And I'm not talking about H&M.

Earlier this year, I discovered a Zara-like high-street brand I had never heard of before, and within 24 hours of finding it, our office had placed a bulk order. Sweden's Gina Tricot was founded in 1997 and has over 180 stores, but it's relatively unknown here in the UK. However, thanks to the Scandi Instagram set, I think that's about to change.

It girls Hanna Stefansson and Emili Sindlev are big fans of Gina Tricot, and it's the designer's pastel suits, square-neckline tops and pink midi dresses are what caught my attention. The good news? The brand's pricing is really sharp—in fact, everything on my wish list is under £50. Like any more affordable brand though, it's all about sifting the wheat from the chaff, which is why we've trawled through countless pages of product to bring you the very best bits.

Keep scrolling to see how some of our favourite influencers are wearing Gina Tricot, and then and shop the best pieces available now.

Cute with straight-leg jeans.
Wear with white over-the-knee boots for true Scandi style.
The perfect party shoes.
This would look even better with a little belt of your own.
A simple black roll-neck is all you need to go with this statement skirt.
Pajama dressing as its coolest…
And don't miss out on the trousers.
The same romper Hanna Steffanson is wearing above.
Wear it with oversized trousers for a very expensive look.

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