Scan Magazine’s brilliant Sanna Halmekoski has hit the streets of Reykjavík to find out what the Scandinavian fashion fanatics are wearing. Cool, sleek, and full of statements, this is a little piece of Scandiland in Iceland.

Left to right: Hildur Yeoman | Arnaldur Björnsson | Heiða Jónsdóttir

Hildur Yeoman

Icelandic fashion designer @hilduryeoman

“My style depends on the season. In the winter time, I wear chunky knits with high heels. I like to find unique items from small shops and flea markets on my travels. We also have a lot of small treasures in our shop in Reykjavík. My dress and sweater are by my label Hildur Yeoman. The dress has our new print, a raven spell from the Westfjords, embroidered with a shiny thread. The shoes are from Icelandic label Kalda.”

Arnaldur Björnsson

Icelandic hotel manager in Reykjavík

“My style is classic and simple. I like to wear practical, good-quality clothes. I don’t shop very often, but when I do, I buy clothes that will last for a long time. I mainly shop in Reykjavík. My jeans are by Jack & Jones and the shoes are by Ecco.”

Left to right: Hildur Yeoman | Arnaldur Björnsson | Heiða Jónsdóttir

Heiða Jónsdóttir

Icelandic shop manager for handmade designer jewellery brand Orr @orrbykjartan

“My style is classic and minimalist, with a subtle sense of goth and fetish. I tend to wear relaxed and loose-fitting clothes, dark colours and rich textiles. I like T-shirt dresses, silver jewellery and red lipstick. I don’t shop often, but when I do, I buy vintage and good-quality items. My boots are by Gardenia Copenhagen, the jewellery is by Orr, the coat belonged to my grandmother, the trousers are a gift from a friend and the dress is by Monki.”

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