When it comes to fashion, Gudrun Sjödén dances to a different beat. From the moment she launched her own clothing line in the 1970s, the textile artist had a clear vision: to create long lasting, colourful and functional clothes for women of all shapes, sizes and ages.
Fast forward to the present day and this vibrant concept label continues to be the brand of choice for the green-minded woman. Working with a long-term perspective when it comes to matters both big and small, Gudrun Sjödén only works with suppliers who share the same environmental awareness.
Indeed, she has nurtured relationships with some manufacturers over several decades, and together they have driven the development of sustainable production. So, for example, the Greek jersey the brand uses is entirely organic. Similarly, the cotton used is also organic, grown by certified Fairtrade farmers in India, and then spun and dyed using closed systems that are free from chemicals.
As well as using eco-friendly manufacturers, Gudrun’s garments are designed to last a lifetime, with timeless cuts and prints, many of which express a Scandinavian identity fused with handicraft inspiration from around the world – and the designer’s May capsule collection is no exception.
Filled with gorgeous pieces that are as stylish as they are sustainable, Gudrun has once again found herself inspired by her travels, this time by a trip to the medieval Läckö Castle, a majestic building found on Sweden’s Lake Vänern. The result is a collection of exquisitely embroidered pieces in a kaleidoscopic range of colours and prints, including ecru, powdery pink and a summery sky blue, which are reminiscent of the ornately painted walls of the castle. The range also takes inspiration from Gudrun’s frequent voyages to India, with bright block printed styles, panels densely woven with fine gold and silver thread, and intricate hand-painted details.
Fashion with a conscience
From her initial watercolour sketches through to the finished items, sustainable fashion is more than just a buzzword for Gudrun, it’s a lifelong ethos that encompasses every step of the production process. In fact, the eco-friendly designer is celebrating 25 years of using organic cotton this year, and sustainability runs through every fibre of her clothes with creations made from hard-wearing organic cotton, linen and lyocell, making them good for you and the planet, too.
Explore Gudrun’s wonderful world of colour now. Bursting with beautiful, timeless pieces, you’ll be able to fill your wardrobe with unique designs that you’ll treasure long after this summer is over.
Discover more of Gudrun’s beautiful range, click here