Feel good fashion

The beautiful, colourful new collection by Gudrun Sjödén is designed to go on looking great, long after summer’s over

gudrun-sjoden

While many high street brands have set their sights on producing cheap ‘wear me once’ fashion, Gudrun Sjödén is dedicated to creating timeless styles that you can wear until they’re worn out. This ‘slow fashion’ is the Swedish textile designer’s way of helping us use less and reduce our impact on the environment.

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Gudrun’s first store opened in Stockholm in 1976. Her Nordic-inspired designs created from natural fabrics, by carefully chosen suppliers, quickly became a hit with women of all ages. Today, her distinctive and colourful creations are still winning fans from all around the world – as much for their sustainability as their good looks.

Summer fun

The latest Gudrun Sjödén summer collection is the perfect way to breeze into the new season. Inspired by Gudrun’s travels to Mallorca, it’s a one-way ticket to the land of sunny skies, green fields and wild cacti, with patterns that take you on a detour into the bold and surrealistic world of artist Joan Miró. And as you’d expect from Gudrun, it’s all beautifully fashioned from the sustainable fibres of organic cotton, linen and lyocell.

Go on a journey with Gudrun and discover a special and timeless piece that will stay with you for years to come – all in the knowledge that you’re doing your bit for the environment, too.

“My basic belief is that the first step towards reducing negative environmental impact is not to use so much.” Gudrun Sjödén

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See the new summer collection at gudrunsjoden.com or visit the beautiful London concept store at 65–67 Monmouth Street WC2H 9DG