Fashion label ICHI's clothing is designed with its enigmatic, upbeat customer very much in mind. The ICHI girl expresses her attitude through her individual way of dressing, taking inspiration from street style and the latest trends to create a playful, timeless look that reflects her bold personality. Founded in 1999, the Danish brand’s mantra of individuality shapes its style as it brings its own unmistakably Scandinavian twist to the latest season’s fashion, with relaxed, feminine silhouettes and refreshingly pared-back styling adding a raw, understated cool to its effortlessly versatile designs in vibrant ice cream hues and chic, earthy neutrals. Think floaty tea dresses, blouses blooming with hand-painted prints, statement suits and simple, slouchy knitwear. Browse ICHI womenswear below now for creative, contemporary style.