“Women must be colorful inside and out.” This is what designer Gudrun Sjoden replied when asked why she chose to use such a brilliant array of colors in her latest fashion line.
It was all about comfort, style, and anything go at this fashion show. Dresses and skirts were worn layered over color coordinated pants. Knee high stocking and socks offered alternatives to the constraints of pantyhose, and there were no such things as unmatching colors or bad print combinations. No season was out of season. Loose fitting clothes freed the body and graphic designs freed the mind. It was a utopia of fashion and an ideal vision of the future. Here’s a look at the Gudrun Sjoden fashion show from the inside.
The stage is set at the Swedish Residence on Park Avenue at 64th Street. The temperature, a scorching 92 degrees, and its still morning. The occasion, the unveiling of designer Gudrun Sjoden’s summer ’17 collection. The runway, a multicolored striped rug in the hotel lobby. The clothes, eclectic cutting edge, bohemian. The message: freedom.
Gudrun Sjoden has been creating a clothing line for women for over 40 years. But not just any woman. No supermodels grace this runway. Sjoden chooses women who represent the message of her clothing line. Water activist and former Miss Africa Georgie Biel and model turned actress Angel Pai model the brightly colored hand painted designs and eco-friendly fabrics that are the hallmarks of Sjoden’s collection.
Patterns were in abundance in this display. Sjoden employs a technique called Ikat weave and indigo dying, in addition to her geometrical zigzags, and circles.There was no shortage of rich fabrics and embroidery and the designer’s preference for roses and stripes was clear. However, despite the profusion of show-stopping fashion, most stunning, perhaps, is the fact that 93% of Gudrun’s garments are made from sustainable materials. Says she, “This year, we are celebrating 25 years of organic cotton production in Greece.”
Where does Sjoden’s inspiration come from? “While designing this collection, we visited India to explore the traditional crafts techniques for dying, using indigo and rose madder red. This craft combined with an earlier trip to Lisbon with its tiled walls, went on to inspire the autumn collection.” the designer revealed.
S Joden’s first store opened in Stockholm, Sweden in 1976. Her concept of designing colorful comfortable clothes with Nordic influences in natural materials continue to dominate her collection. Her clothes are available through her catalog and website in markets including Germany, the US, and the UK.
What do you think of the message behind Sjoden’s collection? Let us know! We love to hear from you.