Here at MinxNY, Hygge isn't some celebrity fad or chic trend. Nope, Hygge (hoo-gah, the Danish concept of celebrating fun times, comfortable and comforting accessories, and seizing the moment) is our whole brand. We practice what we preach each day in the office. (Thank you, ultra-casual dress code, ping pong, and early summer Fridays!) Yup, Hygge, in all its down-home glory, is just our way of life.
Still, while it might be new to have a U.S. company devoted to the principles of Hygge, we can't help but notice that Hollywood has been going Hygge for a while now.
Gwyneth Paltrow was sort of Hygge before Hygge was a thing. In the era before she introduced her lifestyle brand, Goop, celebs’ main focus seemed to be on their own bodies, their own fashion, just them. But Gwynnie took it wider, shining the Klieg lights on the way "we" could spend our time, suggesting things we could “make,” “do” and “be.” In short, a whole, happy way to live. Sounds pretty Hygge to us.
There seems to be a perennial yearning for nurturing, homespun living, for soothing, wholesome routes to fun and pleasure. Hapless hedonism (as fun as it can be for a while) never really sustains us. The party ends. The commotion dies down. The vial of blood in Angelina’s necklace dries up and gets traded in for a baby bottle.
Take Golden couple (literally) Ryan Reynolds and Blake Lively—she even had her own lifestyle brand, Preserve, for a blip. The pair are currently representing the Hollywood lifestyle by . . . snuggling up in a 5-bedroom Colonial in a small town in Westchester, NY. The pastoral-dwelling duo seem heaven-bent on filling each bedroom of said large-yet-cozy dwelling with wee golden children too. “We don’t live a wild and crazy life,” revealed Reynolds to Australian TV. He told People: “My wife is the youngest of five; we’d love to have a large family.” Blake echoed this sentiment to the mag: “I’ve always wanted a big family.” (So far, they have two girls.)