With over 180 stores and 20 years plus in the industry, Gina Tricot is Sweden's best kept fashion secret.
While I wish I was shopping the likes of Ganni and Baum und Pferdgarten on a weekly basis, that's just not my current reality. For well priced, fashion-forward purchases, Zara is my go-to.
But recently, while scrolling on one of my favourite Scandi cool-girl's Instagram feed, I noticed Hanna Stefansson @hannastefansson had tagged an unfamiliar brand a lot of late.
A few short clicks later, I was deep into Gina Tricot's 'Autumn Trends' section and I had already added a pair of coated black cropped kick-flare jeans, a checked button-through dress and a cozy teddy coat to my basket.
Turns out the brand is a big hit with most of the Nordic style-set, including stylist, creative consultant and a vintage lover, Hanna Mw @hannahmw, and has racked up some cool designer collaborations too - Anine Bing X Gina Tricot being the most impressive.
Like any more affordable brand though, it's all about having an idea of what you're in the market for beforehand and sifting through the offering for the very best bits.
Luckily, I've gone and saved you some time, with this AW-friendly edit, all €100 or less.
Read More: This Brand Is Like A French Ganni