My collections are inspired by my travels around the world. It might be a place imprinted on my retinas, a pattern from nature, or someone I met. I find inspiration in everything that lives and thrives around us. And always in the back of my mind - organic values. Read about my collection inspiration!


LIFE on an island


Do you also have an island in your life? Islands are rather special. A piece of the world surrounded by water. The island dear to my heart has several names - Asken, Storasken, Eknöasken – depending on which map you look at. The size and formation of the islands in an archipelago determine whether they are called an island or an isle, a skerry, holm or reef. Off the east coast of Sweden there are the two large islands of Öland and Gotland… not to mention all the rocks jutting up out to sea. I’ve visited the Azores, Greenland, Iceland, Bali, Zanzibar and Muhu. All fascinating islands. 


ÖLAND – was the destination for our summer 2018 trip

The island of Öland has an uninterrupted horizon and lush green gardens. So beautiful, peaceful and exciting. With scenery made for our 2018 summer collection.

Our first stop is Neptune’s Fields with its pebbly beach and free horizon. Perfect for our organic knitted and woven fabrics and understated MISTY colourways. We go gardening near Capellagården with pots, flowers and leaves. Lush green and fruity orange embellished with embroidery. Then it’s off to the beach to model swimwear in exuberant patterns with stylised motifs. 

Last, but not least, a rose garden with a warm colour scheme as inspiration. Beautiful prints, simple solids and classic Gudrun ROSES in linen and organic cotton. My favourite fabric is beautiful LINEN. Flax used to be grown in Sweden’s temperate climate for the production of linen. It is sometimes considered environmentally unsustainable as it doesn’t always have the essential and expensive certifications. But in temperate climates, there is no need for irrigation and, in some cases, the process of rotting the plant material to release the fibre is accomplished outdoors using rain water. High on my list of places to visit is a
real flax farm so that I can observe the retting process from
start to finish. 





Spring magazine – NATURE is woven into our clothing


Sometimes, I just crave simplicity and natural authenticity: colors that simply exist. That is the theme throughout spring’s little collection, which offers enormous simplicity in a natural way. These are pieces I will gladly choose to take home for my own overflowing wardrobe. But that means I’ll have to let go of other garments! If they look nice and fresh, I’ll take them in a large bag to be sold secondhand in our own outlet store in Årstaberg, Stockholm. I know how popular the vintage department is among people of all ages, and new and long-time customers alike.


In this catalogue, we’re presenting three women with COLORFUL personalities who dress in garments from the spring collection combined with venerable vintage pieces with plenty of years behind them. They’ve combined colors and patterns with abandon – which I simply love!
Surprise yourself with a fun combination of old and new pieces!





Once, an incredibly long time ago, I decided that NOW IT WAS TIME to design my own collection with exactly what I wanted to have and wanted to make. Clothing for me and for other people like me. COLORFUL, ARTISTIC, NATURAL. And as I look through spring’s collection and images, that clearly continues to be our path. Our clothing is designed out in nature or in a comfortable studio setting. The models in the photos are absolutely not to be picture perfect, thin, tall and impersonal. I want to show women of all ages and all shapes, with their own unique personalities. That’s how it should look! And I know that you customers appreciate the way in which I present my collections. A big, wonderful, warm hug to you all!



Because I am occasionally called “the watercolor-painting entrepreneur”, I’ve given my patterns soft and round shapes, preferably in the form of flowers or leaves. Indeed, that’s how the brush shapes a pattern by hand on a lovely sheet of watercolor paper. It’s the very opposite of what a computer creates, with its pixels and perfect systems. I gladly print my flowers on textured fabrics, like genuine linen, which also crinkles so beautifully. And I love to mix layers with harmonious or contrasting colorways.



As you know, my training is primarily in textile handicrafts, which is also true of my co-designers. We all love craftsmanship and folklore from every corner of the world. Pia, Claire, and Diana have all contributed.



Throughout my years, many parts of the assortment have been some form of protest against rigid, ladylike, hard-to-wear urban fashion. Many designers in my generation have taken matters into their own hands. These pioneers have also inspired me to pursue my own achievements and my very own style. Elvira, who has been with me for years, is inspired by the indefatigable creations of Vivienne Westwood, with quirky blends of checks, flowers and surprising color combinations. So incredibly fun!



In my first collection, I only had one group of solid-colored jersey essentials. That was it. Two tops, one skirt, one panty, one dress – if I remember correctly. Five simple essential colors: unbleached, red, blue, green and black. Three sizes – small, medium, large. I also recall how difficult it was to have jersey made, when we only dared to produce everything in small series. Not many customers, not a lot of money! Because financing was the toughest part of all when my husband and I started the company in the 70s...
TODAY’S ESSENTIALS include as many styles, colors and materials as you can imagine. Mia and I both find it incredibly difficult to limit ourselves when we’re working on our richly varied essentials line. It has JERSEY in printed patterns, spectacular stripes and the best sustainable fiber. It has WOVEN pieces, with simple dresses and pants. And of course, the functional PARKA, which is both solid-colored and printed with round aspen leaves this spring. The KNITWEAR group is Mia’s favorite area. She simply loves all of the beautiful details that the big computerized knitting machines can make.



Because our collections often include somewhat unusual colors, I know that you customers really appreciate all of the matching accessories. Personally, I just adore the shoes, with their low heels and wide lasts with round toes and glorious colors. And it’s always wise to have a bag to toss over your shoulder. Or maybe you’re excited to see spring’s fabric bag, which you’ll receive free in the store with a purchase from the spring collection. It’s a bag you can use year after year – and an incredibly durable billboard (in organic cotton, of course) for my brand GUDRUN SJÖDÉN.



Naturally, your home should also be decked out in all of our fabulous patterns and colors. While creating the clothing, we also begin producing the homeware collection, often with the same patterns reinterpreted on printed curtains, embroidered rugs, cheerful kitchen towels and cups/dishes/bowls. Elvira and Linn work hard to ensure each and every detail is as beautiful and well-made as can be. An entire CATALOG will eventually drop into your mailbox one day in early spring.


Happy green and sunny spring wishes!