The discovery of the 125 GeV Higgs boson with properties consistent with elementary scalar, together with non-observation of any sign of new physics at the LHC so far, makes a critical reassessment of the naturalness
paradigm paramount. I will discus to what extent classical scale invariance can be thought as a symmetry responsible for a technically natural solution to the problem of radiative stability of the electroweak scale and illustrate with some simple scale invariant models of electroweak symmetry breaking (EWSB).