Crown Princess Victoria of Sweden’s 8 favourite Nordic fashion brands

By Linnéa Pesonen

Photo: Getty

Naturally, the future Queen of Sweden is very passionate about Nordic fashion. Here, we list eight Scandinavian brands that we've spotted Crown Princess Victoria of Sweden wearing the most

Over the years, we’ve enjoyed witnessing Victoria, the Crown Princess of Sweden, blossom from a budding young princess into a confident, modern-day royal style icon. Always donning sophisticated and elegant get-ups and not one to shy away from embracing paintbox brights and joyous prints, we all have a sartorial lesson or two to learn from the future Queen of Sweden.


True to her roots, The Crown Princess is a keen aficionado of Nordic fashion, often opting for homegrown talent no matter the occasion. Below, we’ve listed eight Scandinavian labels we’ve noticed the royal leaning towards the most.


Celebrating her Name Day with her family at the Royal Palace in Stockholm, wearing the baby blue Henrietta coat by Andiata. Photo: Getty


Finnish family-run brand Andiata is renowned for its refined and timeless pieces, seamlessly fusing Nordic minimalism with Parisian femininity. Crown Princess Victoria is a devoted fan of the conscious label, often wearing its dapper tailoring and impeccably-cut jackets. Some of our favourite moments of Victoria in Andiata include her donning the brand’s baby blue ‘Henriette’ coat, which the royal has worn repeatedly, most recently in March when she commemorated her 2024 Name Day at the Royal Palace in Stockholm.

Another recent Andiata ensemble we loved seeing on the Crown Princess was a cream bouclé blazer adorned with gilded buttons, which she sported last week during a visit to Sweden’s supreme court alongside her husband, Daniel, the Crown Prince of Sweden.


Wearing a dress by Malina for a gala dinner at the Swedish Ambassador’s residence in Rome in October 2021. Photo: Getty


Wondering where Crown Princess Victoria gets some of her most stunning dresses? For many of her frocks, especially the slightly more casual numbers, Victoria relies on the Swedish brand Malina(formerly ByMalina). The label, loved for its vibrant aesthetic of modern elegance with a playful twist, is behind a host of our favourite Victoria looks, such as the dazzling, floor-sweeping lilac sequin gown she wore to attend a gala dinner at the Swedish Ambassador’s residence in Rome in October 2021.

Other notable moments of the Crown Princess clad in Malina include when she donned the label’s striking, flowy pale pink floral dress during a visit to Nairobi in 2022, as well as when she stepped out in Stockholm for a visit to the Royal Djurgården in 2021, wearing a charming off-white long-sleeved, broderie anglaise-adorned ‘Iris’ frock from the brand. Like her fellow fashion-forward royal, Queen Mary of Denmark, Victoria is known for championing outfit repeats, and over time, we’ve seen the Crown Princess donning these dresses on multiple occasions.


Wearing a purple gown by Camilla Thulin for the 2023 Nobel Prize ceremony. Photo: Getty

Camilla Thulin

When it comes to her grand formal gowns, Crown Princess Victoria often turns to Swedish designer Camilla Thulin, who is responsible for some of the royal’s most memorable looks. Think the enchanting, electric purple dress Victoria wore for the 2023 Nobel Prize ceremony or the billowing baby pink gown she chose for the Nobel Prize celebrations a year prior. And then there’s the sleek berry red Camilla Thulin skirt suit Victoria has worn multiple times. It's safe to say that Thulin’s creations, reminiscent of fairy tale fantasy, perfectly befit a modern-day princess.


Attending a gala dinner in Amsterdam in 2022 clad in an H&M pea-green tulle dress. Photo: Getty


In a similar spirit to Queen Mary of Denmark, Crown Princess Victoria is a master of high-low dressing. Her favourite high street brand? Swedish H&M, of course. Whether it’s a gala or a casual outing, Victoria has worn pieces from the retail giant for various occasions. Take, for instance, when she attended a gala dinner in Amsterdam clad in an H&M pea-green tulle dress or when she celebrated her 46th birthday last year in a cream lace frock by the brand. And then, there’s that other memorable H&M moment that cannot be overlooked: the blazing neon yellow, tiered off-the-shoulder number Victoria wore to the 2023 Polar Music Prize held in Stockholm.


Wearing full Toteme at the 2023 Royal Variety Performance at the Royal Albert Hall in London. Photo: Getty


Another Swedish brand that has earned its place in Crown Princess Victoria’s wardrobe is Toteme. The label’s clean, minimalistic Scandinavian aesthetic appeals to many, and Victoria, in particular, seems to have developed a keen affinity for the brand’s elegant dresses. A case in point: the black, fluffy strapless gown, accompanied by a matching scarf and chunky gold jewellery, which she wore last December while attending the Royal Variety Performance at the Royal Albert Hall in London – all courtesy of Toteme.

Additional standout Toteme ensembles worn by Victoria include the white feathered gown she donned at the Royal Opera House in Stockholm in January 2023, alongside the striking black and white floral-printed dress the Crown Princess sported for the 2023 Astrid Lindgren Memorial Award ceremony at Stockholm Concert Hall.


Wearing a Baum und Pferdgarten skirt to the 2016 Global Goals Awards. Photo: Getty

Baum und Pferdgarten

Copenhagen-based brand Baum und Pferdgarten has been amongst Crown Princess Victoria’s go-tos for years, with the royal often wearing the label’s flattering dresses and skirts. One such polished frock was the graphic-printed blush pink and brown A-line number she appeared in when visiting New York City in 2018. We also adore the navy-blue tweed co-ord set she wore last year during her trip to Tbilisi and the voluminous, flower-emblazoned midi skirt she wore to the 2016 Global Goals Awards dinner in New York City.


The Soft Goat set the Crown Princess wore when she visited the Ministry for Local Government Finances and Financial Market Issues in Stockholm earlier this month . Photo: Elisabeth Svantesson (@elisabethsvantesson)

Soft Goat

In terms of knitwear, one Nordic brand has specifically caught the eye of the Crown Princess. Soft Goat, the Stockholm-based cashmere-focused label, has supple, luxe knitwear down to the tee. Victoria was last seen donning a look by the brand – a ribbed cashmere sweater paired with a matching midi skirt – just a couple of weeks ago when she visited the Ministry for Local Government Finances and Financial Market Issues in Stockholm.

And it’s not the first time the royal has opted for a monochromatic look by Soft Goat. In October 2021, she donned a sleek, all-grey outfit comprising a long-sleeve cashmere shirt paired with a matching midi skirt and a scarf draped around her shoulders, embodying the quiet luxury aesthetic even before it became a trend.


The flowery ByTimo frock the Crown Princess has worn on many occasions, like the christening of Princess Adrienne in 2018. Photo: Getty


It’s evident that Crown Princess Victoria loves a beautiful floral print, and who better to deliver it than the Norwegian brand ByTiMo, renowned for its striking flowery frocks. Victoria seems to agree, as she has worn many ByTiMo dresses over the years. For instance, in 2021, the Crown Princess donned a pale pink ‘50s-esque dress for an event at Haga Castle in Stockholm. Later same year, she stunned in another ByTiMo floral creation while sending a digital greeting to the opening of the Parliament of Swedish Foreigners. And back in 2018, Victoria charmed in a romantic, ruffled ByTiMo frock at the christening of Princess Adrienne, a piece she has worn many times since.