Gudrun Sjodén tells me minimalism is boring, as I sit in her office in pared-down denial. It's the Swedish designer's 35th anniversary and I'm in Stockholm to celebrate. Zesty colours, bohemian layering and an emphasis on hand-painted, Scandi-style prints are the brand's signature look. Jeans and a t-shirt, are mine.
Just as the Queen raises a flag when she's in residence, the 70-year-old with a medal for her contribution to fashion, hangs a floral appliqué handbag over the end of her desk to let people know she's in the office:
Gudrun loves gardening and travel and this is reflected in her use of natural fabrics, botanical prints and globally-inspired designs, always shown on a diverse range of models. ' Clothes look nicer on shapely women than 18-year-old girls,' she points out, adding, ' And it can be a problem when young men make things for women, their emphasis becomes young and sexy. They don't understand older women who are more intelligent than them! But it will change.' Glad to hear it.
The open-air catwalk show is at Rosendal's Garden - and I'm beginning to think layering-up is a good idea:
Like a Swedish Marimekko, the label produces fashion and homewares. And as with Scandinavian interiors, a combination of clean simple pieces perked up with a dollop of colour is best. A little really does go a long way. Even Gudrun admits that her personal style has evolved over the years and now she wears bold pattern against a plain background.
How do you wear pattern and print? And is Gudrun right about young male designers?
Oh wow, what an honour. She is pure colour, action, humour & fun. I LOVE colour, i can only handle minimal if it's littered with colour, texture & personality, not stale, stark & scared. Great interview, love Posie
ReplyDeleteEnjoyed your article. Grudren's flair for colour and layering has me wishing I had another body. I love pattern and print, but not on my short, rotund figure with a very generous bust! In general, I agree with her comment about young male designers. A bientot
ReplyDeleteI love this post! She looks like so much fun; i would love to meet her. Some days I want to be the minimilist....somedays I want to look like Grudren! But that is the spice of life and what makes fashion fun!
ReplyDeleteWonderful article! I love the shot of the over-25 model having makeup applied. I am like Pam -- some days I feel full of color, some days I love an all-neutral look. Grudren is a fantastic talent!
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ReplyDeleteI love Gudrun...you really need to wear the whole look tho...i ordered a dress from her and alone it looked like i was from little house on the prairie....i needed more layers...my husband screamed when he saw me in it.....now it is a house dress.....
ReplyDeleteAbsolutely glorious woman and I rather like that bearded hunk of blokedom, too.
ReplyDeleteToo right, prints and patterns and wild colours, bring it on. Life's too short for beige. x
Great to read about your visit to Sweden.
ReplyDeleteI liked Sjöden´s style way, way back.. However, the bright colors - including Marimekko´s- are not at all to my taste.
And then I don´t like layering. For me it means that one is hiding something. Maybe that is wise sometimes ( to hide I mean ).
However, these bright colors might inspire those of us, who find them for the first time.
I will admit to being afraid of patterns and prints, except in scarves, so far.
ReplyDeleteGudrun is absolutely correct! Although I don't think it is limited to YOUNG men.
ReplyDeleteShe makes me want to layer up too. Loving her use of colour. Nice trip you had. Xxxx
ReplyDeleteWhat a great article! I've been trying to pull back toward minimalism (not wanting to get there, but notching a few degrees in that direction) over the past six months to a year, but occasionally question why I'm doing this. Gudrun certainly makes minimalism look boring and makes me itch for more prints in my life. Inspiring!
ReplyDeleteI don't, I'm as boring as they come
ReplyDeleteBut you know I spent my teens in tartan bondage trews and Vivienne Westwood frills. I'm in rehab.
I just love what she does, i love bold and colored and remixed - wonderful! I can remix pretty i think and love colors!
ReplyDeleteI think the this stuff looks wonderful. I just discovered it myself. Although I think it takes a bit of learning how to wear otherwise you (I) look a bit daft.
ReplyDeleteI adore the colour and texture and the way it isn't all about sexy-skinny.
fabulous....and fascinating to learn something new too!!
ReplyDeleteSome beautiful images here. Love the 2 fashion shots!
ReplyDeletediscovered Gudrun Sjoden about 5/6 years ago, her clothes are amazing and i love the colours. the catalogues are a joy to hold and when i'm finished i use them for collaging. and i come in the over 60's category..
ReplyDeleteHi! As a proud Finn I must correct you when you wrote "Like a Swedish Marimekko, the [GS] label produces fashion and homewares": Marimekko comes from Finland, not Sweden. :)
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I love Gudrun's designs...not all of her clothes are to my taste, and that's how it should be - but I always find some 'must have' garment in her catalogues (which are a joy in themselves) and have been purchasing a number of garments a year from her since I discovered her about 7 years ago. I absolutely love her folksy items, embroidered skirts and blouses; jewel colours; appliques; accessories such as bags and belts feature a lot in my wardrobe...got to go now...the latest catalogue came through my door today and I need to find a frock to wear for my 50th birthday party in a couple of weeks!
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