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?
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