When the Swedish summer sun lingers late into the night and wildflowers bloom in every direction, it’s time to dress for the most magical celebration of the year: Midsummer. Our latest drop, inspired by the season’s light and energy, brings effortless femininity to life through flowing white summer dresses, soft florals, and romantic summer outfits made to move with you.
The elevated Midsummer dress
As summer reaches its golden peak, fashion softens into something light, romantic, and effortlessly fresh. Midsummer and its aesthetics celebrates simplicity, natural beauty, and that sun-drenched, carefree spirit we long for all year.Key details for the perfect Midsummer dress? Soft blue, green, butter yellow, or classic crisp cotton white. Ditsy floral prints add a nostalgic, meadow-picked charm delicate, scattered, and delightfully feminine. Paired with subtle details like puff sleeves, ribbon ties, or open backs, these summer dresses feel both timeless and fresh. Whether short and playful or long and sweeping, they strike the perfect balance between breathability and elegance ideal for early morning walks or golden-hour gatherings.
The Swedish Midsummer tradition
Midsummer (Midsommar) is one of Sweden’s most cherished celebrations a joyful blend of folklore, nature, and togetherness. On the Friday closest to the summer solstice, we gather in gardens, on islands, and by lakes to honour the longest day of the year. Flower crowns are crafted, smörgåsbord is served, and traditional songs echo around the maypole as people of all ages join hands to dance.One of the most beloved customs? Picking seven wildflowers and placing them under your pillow to dream of your future love a soft, poetic ritual we’ve woven into this collection. Our floral Midsummer dresses feature crisp cotton textures and airy layers, reflecting the colours and movement of those blooming fields.
Whether you’re celebrating Midsummer this year or simply embracing our elevated take on Swedish midsummer fashion, we wish you a season full of beauty, joy, and unforgettable moments.