Why This Swedish Trend’s Popularity Rose Almost 1,000% on Pinterest
Hint: It’s a simple way of living that we totally support.
We borrow phrases from languages all that time for sentiments we can't quite capture in English and, as we saw with the Hygge boom of recent times, a lot of that carries over into design and aesthetic descriptors. Pinterest released its 2018 Home Report this week and it shows a massive spike in searches for another Scandinavian word: Lagom.
Pinterest searches for the Swedish word went up 905% over the past year, implying people—or at least Pinners—are interested in adapting the "less-is-more Lagom lifestyle into their homes." Lagom is loosely translated to mean "just the right amount" or "not too little, not too much," and has even been the subject of a few books in the past year that explore this idea of a balanced lifestyle.
In 2014, a bi-annual magazine was launched with the singular focus of Lagom and eponymously named. When comparing Hygge to Lagom, creative director and co-editor of Lagom magazine, Elliot Stocks, said "Hygge is a momentary state of bliss, while Lagom is a way of living."
The uptick in interest for Lagom coincides with a growing focus on "mindfulness," saves of which went up 248% in Pinterest year over year. With this more deliberate attention to self-care, from your mental to physical well-being, it only makes sense there would be an expanding effort to create living spaces that promote balance, clarity, and a strong sense of identity.
But it's a broad search to plug into an image discovery platform—just "Lagom" by itself—because it's not really a specific type of furniture or structural design. And if you search the term alone, Pinterest yields a lot of memes rather than examples of immaculately refined and coordinated dwellings.
I sifted through the mix of boards and pins so you don't have to, and I've come out the other side with three qualities to associate with the Lagom vibe: crisp, high-quality, and sharp. If you want some visual inspirations to get your Lagom on, scroll through the images below.