OSLO (Vogue) — Move over, Hygge. The Scandinavian concept of Friluftsliv—or “open-air living”—is the defining wellness trend of the new year.
Social media feeds are flooded with videos of people embracing the cold, from winter hiking to outdoor sleeping and cold plunging in natural lakes. The trend emphasizes disconnecting from digital devices and reconnecting with nature, regardless of the weather.
Major travel agencies report a 200% spike in bookings for “rugged luxury” cabins in Norway, Sweden, and Canada for late January, as travelers seek to escape the post-holiday burnout by embracing the freeze.
