The Danish concept of cosiness has struck a chord this autumn. Now it is fashion’s turn to embrace the feelgood factor
Hoo-gah. Repeat after me. Rhymes with hula, as in hoop, but with a more pronounced stress on the first syllable. It matters, because this autumn you either need to master the water bottle challenge, or you need to learn to pronounce “hygge”. If you don’t know what the water bottle challenge is, that puts you automatically in the hygge camp.
Hygge is a Danish word that roughly translates as cosiness, conviviality, intimacy. It is a homespun, Nordic take on the French concept of joie de vivre. Coffee pots, cinnamon buns, candles; cashmere socks, hands wrapped around mugs. It is a chic way to bow out of the frenzied jollity of party season, but more sociable and fun than the yoga and clean-eating lifestyle. (Hot chocolate and red wine can be hygge, you will be glad to hear.)
Related: Cold comfort form: 10 of the best Hygge pieces – in pictures
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