Fluttering butterflies
Discover new designs that celebrate nature’s small heroes – butterflies. After their fascinating metamorphosis inside the chrysalis, they enter the world as living, flying watercolour paintings.
New arrivals »
Explore the creations:
Gudrun’s own butterflies
Watch our winged friends come alive under Gudrun’s watercolour brushes.
Watch the video »
Butterfly deal
Grab this week’s butterfly deal before it flies away – buy “Rema” dress for £25*, usual price £79.
Get yours now »
* Unlock this offer with at least one other purchase. Ends 11 May. Price adjusted at checkout. Cannot be combined with other offers. Valid while stocks last.
Step inside the butterfly house
Find out more about our small winged friends and why they are so important.
Watch the interview »
New earlybird prices
Two butterfly dresses from this year’s May collection are on offer at an exclusive earlybird price*.
Shop now »
* Ends 18 May.
Celebrating the new collection
On Saturday 9 May we’ll be unveiling our new collection in our stores!
Find a store »
There are more bargains waiting:
Swedish design with a colourful soul
Explore our creative assortment of Scandinavian clothing and interior decor in beautiful, natural materials. These smile-sparking clothes are ideal for wearing layer on layer. In addition to their unique design, these pieces are also functional, frequently organic and perfect for women of all ages. You will also find colourful interior decor that makes it a breeze to style your own, unique dream home.
Are you a #gudrunista?
Share your style, tag your posts with #gudrunista and follow us on Instagram @gudrunsjoden. Maybe we’ll use your picture on our website or in our social media channels!
Looking for inspiration?
Meet other colourful Gudrunistas here »
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