'Lagom': The Scandi Trend Taking Over 'Hygge' In 2017

The past 12 months has been about reaching the pinnacle of cosiness and warmth carried by the Danish term 'hygge'. Now, there's an even better, more sustainable and enjoyable lifestyle we'll all be wanting in 2017.

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Last year, you could barely log onto Facebook, walk into a book shop or purchase homeware without seeing the Danish word 'hygge'.

Over the last 12 months, the world became obsessed with the Scandinavian word – pronounced 'hue-ugh' which translates to 'cosiness' in English – inspiring Instagram-loving consumers to buy into a lifestyle of scented candles, hot chocolates on a Saturday night and layers upon layers of throws and knitwear.

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However, it looks like our cosy 'Hygge' days are well and truly over and have been replaced by a younger, cooler Scandinavian relative.

Enter 'Lagom'.

What is it?

Not only is it far easier to pronounce ('la' like 'bar', 'gom' like 'prom'), but 'lagom' is much more easier to understand than the indescribable feeling of 'cosiness'.

Translated as 'just the right amount', 'lagom' is thought to relate to being frugal, fair and creating balance.

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to all those moments of lagom🍷

A post shared by reflection of inspiring women (@asilisa__) on

In an interview with the BBC, Kathleen Bryson – a PhD graduand in evolutionary anthropology at UCL – described 'lagom' as a state of having 'not too much of one-or-the-other, but more a Goldilocks 'just right'.'

How is it different to 'hygge'?

Elliot Stocks, the co-editor and creative director of Bristol-based magazine Lagom, told the publication that '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 is something we can get on board with.

How popular is it?

Over the last six months, the BBC reports that search engine Google has seen a steady increase in the number of UK searches for the term 'lagom', and in the last three months, the word has been tweeted over 13,500 times.

Rather than fitting a bit of lagom into your day, it's more about your approach to your life as a whole

Where can I find it?

Unsurprisingly, the word has inspired several consumer companies to jump on the terminology with brands producing skin collections, knitted clothing and furniture based on the notion of making life easier, more enjoyable and inexpensive.

Swedish furniture store IKEA has even created its own project 'Live Lagom' to teach people how to make life more sustainable.

Having partnered with the University of Surrey's centre for environment and sustainability who are analyzing the success of the project and Hubbub, a charity focussed on teaching the world about sustainability, IKEA is now handing out gift vouchers to customers so they can purchase IKEA products to help them energy, save water, reduce waste, and live a healthier lifestyle – all in keeping with the concept of 'lagom'.

How do I get more '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 is the foundations of 'lagom'.

Find 'lagom' 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 5p shopping bags you've been stuffing in the kitchen cupboards. Every little helps.

Hygge, you have some serious competition, my friend. We're all about 'lagom' in 2017.

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