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Introducing Scandi Style 2.0

It’s grey and anything but dull

Felicity Robinson

“Dependable, solid and everlasting” is how colour specialist Pantone describes slate grey in its most recent trend report, where it was named a “colour of the season”. Now these are hardly epithets to set the world alight, and yet – from Scandi street-stylers to Hollywood celebrities – this is a colour that fashion types have embraced with feeling.

They particularly like to wear grey head-to-toe.

At the Grammys, Ariana Grande wafted down the red carpet in a cumulous tulle gown by Giambattista Valli, while at the Golden Globes, Saoirse Ronan and Thomasin McKenzie wore ethereal grey dresses that were both romantic and modern. Meanwhile, street-style influencers at Copenhagen fashion week showed how easy it was to wear all-grey everyday, with a selection of looks that style spotters suggested “would make you look like you tried more than you (likely) did.”

(This is, basically, the ultimate life goal for us.)



“The beauty of grey is that the pieces don’t have to match, unlike wearing white or black,” says our shopping editor Tara Morris. Most of us have at least one grey piece in our wardrobe already – and if you’re anything like us, they probably are all different shades, thanks to those rogue pieces of clothing that always seem to run…

Grey shoes are trickier to come by – although Tara sourced a pair of versatile mules, below – but a simple black heel or white sneaker would also work. Our favourites here are the cult Isabel Marant sweatshirt (“everyone’s wearing it,” says Tara) and Joseph’s oversized pants, which Tara describes as a “forever” piece.


Merino rib


Leather crossbody

BY Felicity Robinson

Felicity is the co-founder of Primer. She regularly manages to turn a whites wash grey (although last week it came out pink)

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