MY VISION – OUR HISTORY – SPRING 2018

 

Many moons ago, I decided IT’S TIME to design my own, personal collection of exactly what I wanted to have, to do. Clothes for myself and my kindred spirits. COLOURFUL, ARTISTIC, NATURE-CONNECTED. And when I look through this spring collection and images, that mission is still all in evidence. Clothes shown in nature’s own settings or in a stunning studio environment. In no way do the models in the shots have to be classically photogenic, skinny, tall or coolly impersonal. What I do want, is women of all ages, of all shapes; individuals expressing their own unique personality. That’s the look I’m after! I am also aware that you, my customers, appreciate the style and content of how I present my collections. Big hugs to you all!

 

MY FLOWERS – MY WATERCOLOURS

Given that I’m at times referred to as “the watercolour-painting entrepreneur”, my personal motifs have taken on softly rounded shapes, typically in the form of flowers or leaves. Because this is how a paintbrush renders a motif, by hand, on fine watercolour paper. And quite unlike what a computer does with its pixels and mathematical precision. The whole idea is for my floral motifs to be printed on textured fabrics such as linen, with its beautiful, natural wrinkling. And then combined in layers of colourways that harmonise or contrast.

 

AUTHENTIC HANDICRAFTS – TIE-DYE, IKAT, BLOCK PRINTS

As you know, I was schooled in textile arts and crafts originally. As were my co-designers. We all adore handicrafts and folklore from all around the globe. This is true of Pia, Claire and Diana too. Gaze at the gorgeous ranges from pages 16 to 37 and their interpretations of authentic handicrafts, which were then industrially manufactured for us.

 

CHIC REBEL – FLIRTING WITH THE PAST

In my many years as a designer, quite a lot of my design work has been a form of protest against the strict, ladylike constraints and discomforts of urban fashion. Many designers of my generation have taken matters into their own hands. These trailblazers have also inspired me to boldly go with my own personal style. Elvira, who has been with me for many years, was inspired by designer Vivienne Westwood’s irreverent and quirky combinations of checks, flowers and startling colour combinations. So hip and edgy!

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THE ESSENTIALS – TRUSTY COMPANION PIECES SINCE MY FIRST COLLECTION

My first collection was simply consisted of a single range of solid-colour essential jersey styles. No more, no less. Two tops, a skirt, briefs, a dress – if I recall rightly. Five simple essential colours: ecru, red, blue, green and black. Three sizes – small, medium, large. I also recall how difficult it was to get the jersey knitted up for us, as we only ventured to produce limited batches of everything. A shortage of customers and a shortage of cash! Because of course, the financial side was the hardest part back in the 70s when my husband and I started the company… TODAY’S ESSENTIALS are in all kinds of styles, colours and fabrics. In fact, Mia and I are hard-pressed to limit ourselves when we come to design our comprehensive essentials range. We have JERSEY in printed designs, stunning stripes and the best in sustainable fibres.
WE HAVE WOVENS in simple and stylish dresses and trousers. And then our functional PARKA, which is out this spring in both a solid-colour version and one printed with round aspen leaves. The KNITS are Mia’s favourite area. She just loves all the refined details the big computerised knitting machines can produce.

 

FOOTWEAR, legwear, SHAWLS, bags – ALL OUR ACCESSORIES

Given that we often bring out some pretty way-out colours in our collections, I know that you as customers greatly appreciate all the matching accessories. Personally, I love the shoes with their low heels, broad last with rounded toes and stunning colours. A bag to throw over your shoulders always comes in handy too. But maybe you are longing to see our fabric tote bag that always comes free with your spring-season purchase at our stores. A bag to use year after year – an amazingly durable advertisement (naturally, in organic cotton) for my brand GUDRUN SJÖDÉN.

 

A HOME RANGE WITH THE SAME ETHOS

And of course: where would your home be without all our sensational patterns and colours? Because our Home collection is designed in parallel with our clothing ranges. Often featuring the same designs, reinterpreted in printed curtaining, embroidered rugs, cheerful tea towels and cups/dishes/bowls. Elvira and Linn work hard to get every detail as exquisitely crafted as ever. A whole CATALOGUE will soon be arriving in your letter box as we get ready to embrace the spring season.

 

Wishing you a green and sunny springtime!

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