Next Generation Style

All-American prepster or Scandinavian chic? Whichever your style tribe, you’ll be excited for these two sister-brands that have just hit the UK. Overdrafts at the ready…


Country of Origin Sweden

What’s the deal? Scandinavia’s never been so cool. Between Lykke-Li, Oh-Land and Sarah Lund, the Scando set have been dominating our airwaves and our earwaves. And though they’ve been a dominant fashion force on our high street since before blogging began (H&M, anyone?), we’re now finally allowed in on what seems to be Stockholm Streetstyle renaissance: Monki, H&M’s younger sister, has just landed. Now you know where to go for your super-cheap and super-chic knitted snoods, Acne-inspired booties and Forbrydelsen knock-off knitwear.

Who wears it?  It feels like virtually every other painfully hip scando featured on Caroline’s Mode – Stockholm Streetstyle sports Monki basics.

Shop it The first concession has just opened in super-store Selfridges, in London, but you can also order it on their brand, scando-new online store.

Fabulous find We were obsessing over bags by a brand called Raoul – and then we met Monki’s accessories department, and their star handbag, the Julia. No need to ever spend hundreds on a bag ever again.

Complete the look We’re also freaking out over Lindex, another Swedish brand that would be classified as bargain-basement, if it weren’t for the fact that the product is actually super-covetable. Reese Witherspoon is the star of the current season’s campaign. Kudos.

How many month's rent? Keep your heating on, because even jackets and coats don’t come in at much more than £50.

Stalk it Read the Monki magazine online and join their Facebook group.


Ralph Lauren Rugby

Country of Origin USA

What’s the deal? Ralph Lauren has long been a favourite of Owl Eyes – all that retro, Gatsby style sumptuousness in their S/S ’12 collection. If St Andrews could aspire to be a lifestyle brand, that brand would be RL – or to be more precise, Ralph Lauren’s latest vintage, Varsity-inspired line, Rugby. Think customizable rugby shirts (for ladies and gentlemen), mixed in with whimsy florals and heritage tweeds, designed as though St Andrews students were in mind.

Who wears it? Taylor Swift has been seen sporting a Rugby seersucker cross-back dress; the ultimate in summer Southern Belle meets Ivy League prep.

Shop it The first European flagship has arrived in London’s Covent Garden. The hot new 43 King Street location is home to two floors of men and womenswear, as well as an in-house custom corner, where you can have your favourite badges and crests sewn on in-store. The best bit? Rugby have taken on the Abercrombie & Fitch approach to in-store service: expect to be greeted by some of the most aesthetically pleasing shop assistants around.

Fabulous find We couldn’t believe our eyes when we spied a military-style, badge-adorned backpack, complete with a patch featuring a map of Scotland (St Andrews was labeled): the ultimate companion for your reading week trip to the Highlands. 

Complete the look with Ralph Lauren’s other young, fun franchise, Denim & Supply, purveyors of a more downtown, N.Y. style.

How many month’s rent? It’s not exactly Primark – dresses and blazers will set you back a few hundred – but accessories like socks and hats wil add an affordable RL touch to your ensemble.

Stalk it Visit the Rugby website, join the Facebook group or stalk their real-style Rugbyistas on their blog.


Thanks to Ebba Zingmark and Sartoriana for use of their images. Visit Ebba's Lookbook page and or read more here! Take a peek at Sartoriana's blog.