If Zara is one of your go-to high street labels - and let's face it, it is for almost all of us - then this Swedish brand might be just your thing.
Dubbed the Scandi answer to Zara by Who What Wear, Gina Tricot may - until now - be one of the fashion world's best kept secrets.
Once an under-the-radar label, its pieces have recently been worn by several Scandinavian influencers and - as is the way in this social media world - has now been picked up by the UK's savviest shoppers.
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Why are we into it?
Selling everything from jeans to party dresses, pieces start at just £20 and span both on-trend pieces and classic staples.
Founded in 1997, we predict 2018 will be its biggest so far.
