Wild Swans: Scandinavian Fashion Vibes

Based in London, Wild Swans is a store, which spreads the magic of Scandinavian fashion attire, homewear and beauty products. Pioneers in introducing Scandinavian fashion in UK, their selection consists of reknown brands such as BAUM AND PFERDGARTEN, BLACK COLOUR, BLOOMINGVILLE, Broste Copenhagen, Ganni, EVA GO DIVA and more.

Remember the story about the beautiful Elisa who had to save her 11 brothers from the curse of a wicked witch? “The Wild Swans”, by Hans Christian Anderson is a fairytale that inspired the name of the brand. The label aims to enchant with its Scandinavian authenticity and proper aesthetic. It makes us feel gracious, strong and glamorours just like the swans.

Scandinavian Essence

Recognizable and remarkable, Scandinavian brands have their own charm and way of matching styles and materials. You can immediately detect their unique sense by the way they match easiness with elegance, urban with sensual, sporty with glorious.

From unusual pattern combinations(like stripes with sequins), romantic silhouettes, playful and exaggerated ruffles, minimalistic and straight lines to dynamic transparencias and assymetric cuts.




Curated and contemporary, collections are always made of the softtest materials and of very high quality. Divers and versatile, there are brands for any taste.

"Hugga" interiors

Wild Swans have boutiques in Chiswick and Islington, which are locations that give vibes of Scandinavian fairytale. Their rural aesthetic and Scandinavian lifestyle interiors  create a  feel of “Hugga”, which is a Danish word associated with mood of coziness, wellness and contentment.

Walls in pastels, objects in prints, beautiful plants, enjoy this free-spirited and home-like atmosphere, while getting fascinated by the designs.

The History of Wild Swans

Launched up in 2004 by Danish born Caroline Van Luthje, Wild Swans` mission is to help upcoming Scandinavian designers. After immediately succeding with the first store, she opened one more.

Firstly, Caroline was head of Metronome Productions Commercials department (Scandinavia`s second largest production company). She was freelance producer in commercials and developed feature films during 8 years in London. Also, has a Master Degree in Media Studies. International and successful, Wild Swans is the reflection of Caroline`s big experience in diverse areas and Scandinavian heart.









Written by Penka Slavova Dimitrova

All images are courtesy of the brand.

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