In my longstanding question for comfortable fashions that will carry me from work to play and fit my very active lifestyle, I've found an answer: Gudrun Sjödén creates clothes in unique, colorful designs and natural materials – for women of all ages, shapes and sizes. Vibrant and sustainable, this is a brand that honors women who appreciate individual style and comfortable, organic materials.
Here's what I love about Gudrun Sjödén:
Gudrun Sjödén's spring collection is a celebration of art and colorful artists. The studio of master colorist Bjorn Wessman in Vallingby, Stockholm, was the perfect setting for the catalog shoot, since the collection features just about every bright color in a painter's pallete, a welcome sight to my eyes after the long winter.
Based in Sweden, Gudrun Sjödén is uniquely Scandanavian, and, as Gudrun Sjödén herself explains, reflects "the beauty of Nordic nature and the cool but colorful Swedish folklore traditions together with a sprinkling of influences from all over the world,”
No Age Limit
Gudrun Sjödén is an actual person - the founder of the company and the lead designer. She describes a woman of her age as someone who is "unafraid to use color, to be trendy, to wear what she loves, to see her age only as a number and not as a definiton of who she is. This is living!" Gudrun Sjödén's design team consists of women of all ages and sizes - you can just tell that the clothing is designed by women for women.
The spring collection is inspired in part by the female pioneers Mary Kingsley and Karen Blixen. (Be sure to check out Gudrun Sjödén's Travel Tips, too - lots of ideas for amazing long weekend trips in Europe).
"…I love contrasts and surprising combinations. Nothing should ever be indifferent or mediocre. Colourful stripes and mixtures of patterns, clothes you can mix and match whatever the season..." Gudrun Sjödén.
Comfortable, Eco-Friendly Materials
"Design with a long lifespan – I think this is my most important contribution to a greener, more wonderful world! It has been one of my guiding principles over all these years. My basic belief is that the first priority in minimising negative impact on the environment is not to use so much. I believe that hardwearing clothes in timeless designs that you can wear until they are worn out have the least environmental impact. That's how I myself want to live and work." Gudrun Sjödén
For more information, or to check out the entire line of inspired clothing and home goods, visit gudrunsjoden.com