Meet Sophia Roe: Scandi Fashion Blogger

Octavia Akoulitchev 19 January 2017

In three words, how would you describe your style?

I would say classic, chic with a bit of rock'n'roll.

What are your wardrobe essentials?

Leather jackets, white t-shirts and black jeans. Boring but comfy!


What inspired you to start a blog?

Two years ago Christina, who is currently my blog manager, contacted me. She had seen me on Instagram and noticed that many of my followers were asking about my clothes and where I'd got them. She invited me to a meeting and raised the idea of my having a blog. I thought it sounded interesting so I just began. After that, everything went so fast! I never actually thought it would get big, but I said yes and now I'm here. 

What does your typical working day look like?

I wake up at my apartment in Copenhagen and cycle to work (Copenhagen is so much easier by bike) where i arrive at 9am. I work at an interior design company owned by my mother called Louise Roe Copenhagen, I do all media content and assist our PR manager in the company. At 4 pm I cycle back home and I usually schedule all my meetings after work with PR agencies or brands. 

You are based in Copenhagen – what's your favourite place to go?

It's so hard to choose just one! Atelier September is definitely one of my favourites for coffee: they serve it in a bowl and have perfect crispy and super delicious croissants. I'll usually go there if I'm meeting a friend for breakfast. Restaurant Pluto is a great place for dinner. They have an excellent menu and over the top service. It is a good place to go to before going out with friends but also a place my boyfriend and I eat at, when it is just the two of us.

If you could only shop at one place for the rest of your life, where would it be?

Easy, Saint Laurent! Shoes, bags, clothes… everything is perfect.

Why do you think Scandi style has become so popular in the past few years? Does it have a certain philosophy behind it?

I guess Scandi style is very laid back and simple. A cashmere coat, a warm knit, black jeans and a good pair of boots or sneakers is a classic Scandi outfit. We like to invest in classic, timeless pieces. ''Quality over quantity'' is my philosophy, so I invest in classic styles to create a wardrobe that lasts.

Is style something you learn or something you're born with?

I think some people can just see things that others can't. I've never seen myself as one of them but I think it's something you can learn: I learned by studying people on the street and in magazines.

What does 2017 hold for you and

I've really looked forward to 2017: I've created my own company so I have a lot of exciting campaigns coming up. But maybe what I'm most excited about is launching my own jewellery collection in March with a cool Danish brand.
Things are already going so quickly but it's fun learning and meeting new people!