Is ‘Lagom’ the new Hygge? According to the magazine Country & Town House, “since Vogue touted lagom as ‘the new hygge’ last year, (the Danish concept of ‘cosiness’), the word has been popping up everywhere, from lifestyle blogs to new season interiors collections. But has ‘lagom’ really overtaken hygge as the biggest lifestyle trend for this time of year? “.
So, the meaning of ‘lagom’ is ‘Not too much, not too little. Lagom’ but the Swedish translation of lagom is “enough, sufficient, adequate, just right.”
Hygge is all about cosiness and being with friends and family whereas lagom is all about moderation so it’s not exactly the same. Pinterest searches for ‘lagom’ went up by 53% in the first three months of last year, and searches for ‘lagom design’ had risen by 68% in the six months previous. Ikea also launched its ‘Live Lagom’ project last year, to help its customers live a ‘more sustainable, healthy and cost-concision life’.
But Scandinavian lagom converts insist this isn’t a trend. (And it isn’t the new hygge, either.)
It will be interesting to see which becomes the most popular over the next twelve months.