Search icon


04th Mar 2019

Over hygge? THIS is the new Scandi lifestyle trend everyone is obsessed with now

Have YOU heard of 'lagom' yet?

Trine Jensen-Burke

If you, like us, feel you are just one cup of hot chocolate and scented candle away from developing an allergic reaction every time you hear the word ‘hygge,’ boy; have we got some good news for you.

The last couple of years have seen us all turn Danish and  pretty much reach the pinnacle of cosiness and warmth in our bid to hygge-fy our homes and lives.

But guys, whatever it is about the Danes and trends, it’s when the Swedes say something you really need to pull up a chair and pay attention (they are, after all, the nation responsible for such incredible on-trend brands such as H&M, Ikea, Acne, and Weekday – to name a few!).

And now those Swedish trend-forecasters have spoken. Hygge has had its moment. Now, guys, it is all about ‘lagom.’

Now, let me introduce you to ‘lagom’ – a concept which, much more so than ‘hygge,’ can actually be rather life-changing.

Translated, it means something like ‘just fine,’ ‘just enough’ or ‘just the right amount,’ and it often relates to your lifestyle, in a kind of Goldilocks-y way of having not too much, not too little, but just the right amount; sufficient, or adequate.

As in, you are happy enough, life is good enough, work is going grand – not great, but ticking along just nicely. It also refers to, which this trend is more so about, the idea of sustainability, being frugal, fair and creating balance.


Elliot Stocks, the co-editor and creative director of Bristol-based magazine Lagom, explained in the publication that while ‘hygge’ is a momentary state of bliss while ‘lagom’ is a way of living.

“I think hygge captures a moment in time, whether that be a short break in the day or something you try and work into your life every day. Lagom is an overarching concept behind your life in general. Rather than fitting a bit of lagom into your day, it’s more about your approach to your life as a whole,” he added.

Permanent work/life balance, happiness and frugality? Now, this sounds like something we should get on board with.

#hygge #lagom #hyggeisafeelingyoucannottranslate #hyggequotes

A photo posted by Jo Kneale (@britishhyggejem) on

‘Lagom’ has arrived

As to how popular the concept of ‘lagom’ has become, BBC recently reported that Google searches for the word are increasing by the day, and the word has been trending on both Instagram and Twitter lately.

As if that isn’t enough to sway you to embrace a little lagom, Ikea has now even created its own project ‘Live Lagom‘ to teach people how to make life more sustainable.

“At Ikea we encourage everybody to welcome the Swedish idea of living lagom. The word lagom means ‘just the right amount’ – not too much, and not too little, which comes from the saying “Lagom är bäst”- the right amount is best. This is a concept that’s been a part of the Swedish way of life for years and is the belief of not sacrificing what we want, while not taking more than what we need from the planet.”

The Swedish furniture giant suggests making small changes, like switching to LED lighting that last up to 20 times longer and consume up to 85 percent less energy than normal bulbs. Or, another way to embrace lagom is to make sure you recycle. Invest in a system that makes this easier for you, and be vigilant about not throwing food out, but keep and use leftovers.

Focus on #balance ? Work and life. Old and new. Strength and weakness. Head and heart.

A photo posted by The Ambitionist (@ambitionistmag) on

How to embrace ‘lagom’

At the beginning of the year, it’s common to make resolutions to save more money, be less stressed when it comes to our jobs and indulge more in our passions and hobbies. This thinking, mamas, is pretty much the foundations of ‘lagom’.

Find it, for instance, by keeping a note of your finances, consciously reducing your environmental impact on the world – whether it be with the fabrics of new clothes, recycling or energy consumption at home – and start making an effort to use those gorges canvas shopping bags you’ve been hording from Etsy. Every little helps.

Happy living lagom, guys!