Heritage and heirlooms: See how the Norwegian style set celebrated 17.mai

From ornate bunads passed down through generations to flag-waving parades and champagne breakfasts, no country celebrates its national day quite like Norway. Think of it as Norway’s take on Carnival – but instead of feathers and samba, it’s brocade, brass bands and a folketog of proud marchers, flags in hand and hearts full.

Each bunad is a regional badge of honour, with embroidery, colours and even hairstyles revealing where the wearer comes from. Adorned with silver or gold brooches, belts and buttons known as sølje, a bunad isn’t just worn – it’s treasured.

Related: The beauty of the bunad: Why the traditional outfit remains a staple for 17.mai

You can’t simply buy one off the rack. Most bunads are either inherited or carefully assembled over years, often completed in time for confirmation or a milestone birthday. With every detail meticulously chosen, it’s no wonder that come 17. mai, Norwegians take to the streets ready to wear their history with pride.

This year, Vogue Scandinavia once again turns its lens to those who made Syttende Mai a style moment like no other.

Trust Janka Polliani to turn tradition into a full-blown fashion moment. While most stick to one beloved bunad, Janka effortlessly switches between regions, silhouettes and accessories – proving her bunads are stitched with love, not geography. One thing’s certain: she has more bunads than most have flags, and she wears each one like it was made for her.

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Swedish it-girl Lovisa Worge may not have been born into the bunad tradition, but she’s clearly thriving in it. Dressed in a snow-hued Nordlandsbunad with a black vest and silver sølje, she pairs heritage with her signature glow — and a Norwegian boyfriend in tow. Something tells us she won’t be giving the bunad back anytime soon.

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Sophie Stray radiated Nordic elegance and pride in her traditional attire. The singer and influencer marked the day surrounded by family, all clad in matching bunads – a picture of heritage and harmony. As for the grand finale? A towering Norwegian flag cake, of course.

Our favourite dance-pop duo Marcus and Martinus – occasionally known as M&M – suited up to honour their homeland in style. Amid a sea of bunads and brocade, the twins kept it cool and sophisticated, opting for sharp tailoring and neutral tones. Proof that not every 17. mai look needs to shout to make a statement.

Leave it to Victoria Emilie to make the Rogaland bunad look effortlessly fresh and chic. She paired the classic white blouse with a traditional gold-embroidered vest, finishing the look with silver jewellery and a perfectly coordinated cap.

If anyone can turn a bunad into the ultimate fashion statement, it’s Nina Sandbech. She arrived in a stunning grey bunad, embroidered with vivid reds and blues, perfectly complemented by neatly styled hair adorned with Norwegian flag ribbons.

Related: How Norway’s most stylish celebrated 17.mai

Tone Damli and her family took the 17. mai celebrations up a notch, dressed head-to-toe in traditional Norwegian finery. Tone wore the elegant Sognebunad, perfectly matching her daughter Billie, while the men sported classic male bunads from the same region.

Vita Mashadi has never been one to shy away from adding flair to her traditional Beltestakk bunad, and this year was no exception. The beauty founder styled a striking gold-and-black scarf to complement her staple vest, finishing the look with a matching headband. When it comes to jewellery on this special day, Vita’s choice was clear: an abundance of golden brooches and medallions to elevate her ensemble.

Even with a packed jet-setting schedule, Sara Flaaen Licius made sure to honour her homeland in her cherished red Tromsbunad. Traditional silver jewellery added a touch of elegance, while her loose curls let the rich details of the ensemble take centre stage. The model and influencer proved that timeless tradition and modern grace go hand-in-hand.

Sunniva Hartgen commemorated Norway’s birthday in a dreamy ruffle-sleeve blouse paired with a flowing white skirt. With a floral silk scarf as her foundation and vintage accessories sourced locally, she looked as regal as ever, proving that a bunad isn’t the only way to dress beautifully for this glorious day.

When you’ve had the privilege of designing your very own bunad, it’s only fitting to wear it year after year – just like musician Alexandra Rotan. She created her vibrant Fantasistakk bunad in collaboration with Eva Lie Designs in Oslo. Featuring radiant pinks and greens, the look is a joyful reflection of Alexandra herself. On 17. mai, she celebrated her motherland in style while keeping her fingers crossed for the Eurovision finalists heading into the Grand Finals.

One of Norway’s most adorable couples marked their homeland’s birthday in style. Track and field star and gold medalist Markus Rooth was spotted side by side with his girlfriend, influencer Jenny Spetalen. Spetalen wore a vibrant turquoise and pink Beltestakk bunad, complete with a knotted scarf in matching tones. Rooth kept it classic and elegant in a navy-blue suit paired with a sky-blue tie.

Petra Henriette Rufi celebrated Syttende Mai surrounded by her beloved girlfriends, each proudly wearing their own distinct bunad. Both a style icon and a nurse, Petra doesn’t hold back when it comes to dressing for the occasion. Her Beltestakk bunad was a feast for the eyes – a vibrant fusion of red, pink and green, adorned with gilded jewellery and topped off with stunning braids.

Nnenna Echem cast a spell in her stunning Alvedrakt bunad, crafted by Embla Bunader. While 17. mai is a day when Norwegians wear their finest, Nnenna looked as though she’d stepped straight out of a fairytale.

Superstar Astrid Smeplass, known professionally as Astrid S, was spotted in a flamboyant red blazer, classic white blouse, and vibrant blue skirt, a nod to the colours of the Norwegian flag. The singer-songwriter completed the look with a traditional silver brooch as her accessory of choice.

Couples who dress together, stay together. Norwegian actor Thomas Gullestad wore a Fæstdrakt bunad that perfectly coordinated with his wife, Jenny Skavlan – the creative force behind their 17. mai styling. Jenny’s floral vest and belt were embroidered by her grandmother, using fabric designed by renowned textile artist Gocken Jobs.