Despite our somewhat puritanical view of Scandinavian fashion, it´s difficult not to fall for Monki, the story-based female fashion concept from Sweden. Created in 2006, the Monki brand has grown from a handful of stores in its homeland to a successful international retail chain. Monki´s core collection manages to successfully flirt between street-style and crisp Scandinavian fashion sense.
The brand concept is based on the idea of the Monki World; apparently a magical place where anything can happen. However, this is not the clever creation of a group of independent designers. Monki happens to be the feisty, quirky little sister of Weekday and Cheap Monday, and is therefore owned by omni-present H&M (Hennes & Mauritz AB). Take a look below at some more wonderful images from Monki´s style campaign:
Styling: Emma Wickström / Monki
Photography: Aorta / Lundlund
Illustration: Ellen Berggren / Monki
Set design: Monki & Joel Junsjö / Lundlund
Hair / Make up: Erika Svedjevik / Link
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