I Found the Jackpot of Trendy Basics, and I’m Telling Everyone Who’ll Listen

Even after 7 years of observing and writing about fashion, I still relish the thrill of discovery. It’s partly why I’ve taken up the mantle of highlighting emerging designers and brands in my own work—it’s kind of satisfying to be onto something the general masses aren’t. But admittedly, I feel a little late about discovering Na-kd. If you’re tapped into the hauls and try-on worlds on TikTok and Instagram, perhaps you already know about its affordable separates that magically look expensive despite being less than $100.

Founded in 2015, and launched online in 2016, the Swedish brand has become a hit for its influencer-led collaborations featuring internet-famous fashion it-girls like Cass Dimicco and Josefine H.J. Na-kd pieces generally fall under $200 (with most just below $100), and thus it’s been able to gain favor among the Zara set, aka those who love an affordable approach to trends. And although its vast selection might rival Zara, Na-kd feels like a different ballgame: the pieces feel a bit more wearable and less directly lifted off the runways. The international crowd seems to be already privy to Na-kd’s world of trend-forward basics (if Instagram is any indication Scandi girls have Na-kd’s blazers especially on rotation), but across the globe, it seems like the U.S. is just catching on. At one point it felt like every blazer or pair of trousers tagged by some of my favorite fashion people came from Na-kd—a clear sign that trying out the brand in real life was necessary. So, in the interest of fashion research, I ordered and tried 14 pieces from the Swedish brand’s collection of new arrivals. Keep scrolling to hear my thoughts.