Inspiration

Let yourself be inspired by colors, shapes and vivid patterns in everything from the latest new designs to favorite returning classics.
 

A richly patterned exhibition – guided tour

Follow along as Gudrun guides us through decades of inspiration, creativity and entrepreneurship in a digital presentation of the anniversary exhibition “50 Years of Creativity.” The exhibition was held October 24 through November 3, 2024 on the second floor of our store on Stora Nygatan in Stockholm.
 

Explore the anniversary collection 

See the delightful designs of the 50-year anniversary collection from the celebration in 2024. Soft threads of silk, exquisite embroidery and elegant woven jacquard that beautifully combines with organic cotton and wool.
 

A beloved pattern

Roses have long been a natural element of Gudrun’s design style. Over the years, they have bloomed in everything from delicate watercolors to vivid pattern designs. You can see here how the roses move across the garments, brought to life by colors, materials and silhouettes.
 

Gudrun on Gotland

Follow along with Gudrun and our stylist Martina to Gotland – the rugged and lush island in the middle of the Baltic Sea that has inspired them both over the years. Here, they share personal stories, favorite places and fond memories.
 

Land of the midnight sun

Here, Gudrun and our Art Director Lina visit Swedish Lapland – where mountains, blossoming scenery and the midnight sun create a unique and special atmosphere. In this video, they talk about the inspiration behind the design and the process of photographing a collection amid the magical summer light.
 

Himalayas 2023

To photograph the 2023 holiday collection, we went to Nepal – a colorful, memorable trip to the spectacular setting of the Himalayas. In this video, Gudrun talks about her experience of the country and settings that inspired the collection and set the tone for the photo shoot.
 

Shanghai Fashion Week 2012

Follow along as Gudrun celebrates 35 years with a colorful show at Shanghai Fashion Week 2012. Experience the styles on the runway, the energy behind the scenes and the atmosphere of a fashion event to remember – where Gudrun’s personal style appeared on the international stage.