Festival 2026 | Colourful and patterned for festivities

A woman in motion wearing a Klein blue crinkled dress under an open, lime-green crinkled blouse from Gudrun Sjödén. A blue watercolor is visible in the background.

Twelve original ideas, teeming with tales from near and far, form the backdrop of our unique Festival collection. Gudrun found inspiration in everything from Indian weaving techniques to the large canvases painted by Matisse and the flower power aesthetic of 70s California. Naturally, you’ll find our classic dots and checks here too, along with new jewellery, a scarf and a bag. Hope you find your own originals!

A collage with four pictures of “Chandy” crinkled blouses and dresses in the colors oyster, black, beetroot and hibiscus pink from Gudrun Sjödén.

A woman wearing a crinkled blouse in dark indigo over a crinkled dress in verona green from Gudrun Sjödén. She holds a shawl in her hand.

Crinkled with loveChanderi is a weaving technique from the city of the same name in northern India. We weave fine cotton with pure silk to produce a blend that brings a lightweight feel and elegant drape to the blouse and “Chandy” dress. The crinkled finish gives every garment its own distinctive character.

A woman wearing a red indoor jacket with embroidered floral borders and a red, floral jersey dress from Gudrun Sjödén.

A woman laughing with her hair in her face, wearing a black jacket embroidered with colorful flowers from Gudrun Sj�ödén.

Made for each otherThis delicately embroidered jacket is the perfect styling companion. The design takes its cues from the artisanal heritage of Southeast Asia’s Golden Triangle, where three cultures meet around the Mekong River. My version features an asymmetric front, detailed with embroidery and charming, hand-knotted buttons. I decided to name it “Tiramisu”, the Italian word for cheer me up. A wonderful name for this energising jacket in striking red and black, perfect to wear with trousers and skirts. Our floral jersey dress is called “Jeanette”, which is a common woman’s name in Sweden and France.

A woman wearing a short-sleeved jersey dress in midnight blue with big red flowers over a rust-colored turtleneck sweater from Gudrun Sjödén.

A woman wearing a long, dark green floral jersey dress with ruffles from Gudrun Sjödén. Large painted flowers can be seen in the background.

Blooms that command attentionA parade of floral finery! The Chelsea Flower Show is a riot of resplendent, oversized blooms that command attention. Wandering through the showground, Gudrun was captivated by the sea of exquisite dresses. The men rose to the occasion too, with many of them wearing patterned overalls and jackets, adding playful energy to the day. A traditional straw hat is practically non-negotiable for the Chelsea crowd. Although you won’t find a hat here, all that botanical splendour inspired the look for this tiered maxi dress – blooming with florals in shades of green, red and blue.

A smiling woman wearing a black linen dress with buttons over a black dress with an embroidered ruffle from Gudrun Sjödén. Underneath is a lime-green turtleneck sweater.

Minimalistic with detailsSometimes the simplest garments make the strongest impression. Beautiful fabrics need little more than a thoughtfully tailored silhouette and carefully chosen details to shine. Linen and organic cotton come together with embroidery, pintucks and refined finishing touches that bring character and individuality to every piece. Available in black or white, these styles are easy to wear and suited to every occasion.

A collage with two pictures of a woman wearing a white linen dress with pintucks and a purple turtleneck sweater from Gudrun Sjödén.

Bold shapes from ParisThe French artist Henri Matisse was renowned for his prolific output and large-scale paintings. He remained a creative force well into his eighties, when failing health confined him to a wheelchair and he relied on assistants to continue his unique work. His art has left its mark on the entire world. He was Gudrun’s source of inspiration when she was designing Henrietta – a short and boldly-patterned dress. It began as a sketch in Paris, where Matisse spent most of his working life. The design was created when she was staying in Saint Germain, not far from our new store on rue Bonaparte. You can feel those Parisian vibes!

Zebra stripesAnimal print is a perennial fashion favourite. And it’s a look that Gudrun finds herself constantly reimagining. The possibilities for variation are almost endless. Inspiration is typically drawn from the wild creatures of the African savannah – zebras, giraffes and leopards. Gudrun loves mixing her animal designs with motifs of foliage, bamboo and the occasional bird. For this season, she has focused entirely on the zebra’s striking stripes.

Dots date back to student daysOf course, statement dots are an absolute must for this year’s Festival collection. Printed on a sheer voile in black & white and grey-black tones. Gudrun’s very first dot appeared on a black and white kimono, years ago when she was studying Crafts and Design in Stockholm. Those were the days when she sewed dots by hand. Now they are produced using digital and screen printing techniques. We’ve seen so many dots over the years... striking in their simplicity, they offer boundless opportunities for expression. You’ll find many of the dots that we’ve created over the years in the “Our patterns” section of our online archive. Take a look! Designed with an easy-to-wear silhouette, our kimono layers effortlessly over colourful jersey pieces in any season.

A woman wearing a long dress made in several blue fabrics with small patterns, over a light blue turtleneck sweater from Gudrun Sjödén.

A collage with a watercolor-painted sketch of a red and pink dress, and two pictures of dresses with several different patterns from Gudrun Sjödén.

Flower Power in a dressBack in the seventies, Gudrun frequently travelled to California and encountered those free-spirited hippie prints and patterns. It was such a dramatic shift from the structured, geometric lines of the sixties. Around the same time, we were rediscovering India, alongside the Beatles with their long hair and beards. Gudrun visited Liberty in London and bought ditsy florals and found inspiration in Laura Ashley’s sweeping maxi dresses and voluminous floral skirts.

A woman wearing a checked dress in orange, pink and purple with balloon sleeves from Gudrun Sjödén.

A woman wearing a checked dress in blue, purple and green with embroidered details around the hem, over a purple turtleneck sweater from Gudrun Sjödén.

Endless checksA few seasons back, we developed a lightweight cotton check. With a multitude of hues woven through both the warp and the weft. At the time, we didn’t realise how many metres of fabric are needed to weave that many colours. But a textile that stunning simply shouldn’t be tucked away in storage. It absolutely deserves to be transformed into a gorgeous dress.

A woman wearing a sleeveless dress in dotted fabrics in pink, purple and dark blue over a purple turtleneck sweater from Gudrun Sjödén. She is also wearing a necklace with a round pendant.

Patterns in motionWe’ve woven the Tracey dress in a supple, environmentally certified viscose fabric with a dotted pattern. It is filled with movement and marvelous colors. And it pairs beautifully with our new Chandy, necklace, which has a circular pendant made with colorful glass beads and cotton. Combine the dress with our classic ESSENTIALS, like a solid-colored jersey turtleneck and the petticoat slip – the lace provides a beautiful detail and adds volume to the drape of the dress.

A collage with two pictures: a woman seen from the back in a dotted dress in pink and purple, and a closeup of a dotted dress in purple and gray, with a necklace with a round pendant from Gudrun Sjödén.

A collage with two pictures: a woman wearing a light knit cardigan with pink roses, and a closeup of a black knit cardigan with blue roses from Gudrun Sjödén.

A woman wearing a pink patterned-knit cardigan over a turquoise dress from Gudrun Sjödén. She holds a pink shawl in her hand.

Knitted with roses and hensOur Dongguan knitwear makers have nearly exhausted their deadstock yarn. Meaning these two charming cardigans almost didn’t happen. Thankfully there was just enough for Gudrun’s roses and hens that capture her current love for figurative motifs. Elevated with whimsical hand embroidery and sequin detailing. Designed to spark joy in your wardrobe – they are perfect for any occasion!

A woman wearing a black dress over a lime-green turtleneck sweater from Gudrun Sjödén. She has a patterned fabric bag over her shoulder and a necklace with black and white beads around her neck.

Party-perfect accessoriesFinishing notes! “Ono” necklace with patterned ceramic beads, “Ono” cotton and silk scarf with tassels, and roomy “Yoko” drawstring bag.

A collage with a woman in a dotted kimono, holding up a striped orange shawl, together with a black and white striped shawl and a necklace with patterned beads from Gudrun Sjödén.

Style with essentialsWe have styled the Festival collection with two popular pieces from our Essentials range. First, our soft polo-neck top crafted from fluid lyocell/elastane jersey in ten shades, from chilli and storm purple to green pepper – ideal for bringing a fresh accent to each dress. Second, our organic cotton underskirt detailed with embroidery and broderie anglaise and lace trim that enhances the drape of the dress. Layer up for a festive silhouette!

Shop the collection
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