GUDRUN SJODEN award winning Swedish designer launched two new lines for summer and fall during a breakfast showing at The Residence of Mr Leif Pagrotsky, the Honorable Consul General of Sweden, on Manhattan’s Park Avenue. The invitation looked like a summons from the Palace, featuring the Coat of Arms of Sweden, as guests arrived promptly for the 9:00am fashion show. The gilded gates led to a magnificent marble foyer, framed by four huge marble columns with stucco and wood caps. The two adjoining huge drawing rooms served as the catwalk lined with chairs for the guests. The high ceilings and marble archways gave a truly elegant ambiance for the event. The foyer served as the focal point where The Honorable Consul General welcomes guests and introduced the designer who spoke of the two collections and her love of color.
TWENTY TWO STORES WORLDWIDE
The designer said she draws inspiration from the natural world, design traditions around the globe and encounters with people. For forty years, she has been creating colorful clothes for women who dare to stand out in a crowd. Her designs stay true to the brand concept of comfortable, colorful clothes in natural materials with Nordic design influences. Much has changed over the years, among them, a new, younger and more experimental line in fashion has been developed. Meanwhile the customer base is steadily growing. Today, she has colorful customers all around the world through her own-label stores, catalogues and webshop. Gudrun has 22 stores in five countries.”My vision for the future is to see more women wearing lots of color.”
COLORS AND PRINTS
Models descended the grand staircase in Gudrun’s spring/summer collection, then returned in her fall/winter offerings. The finale’ featured all of the models wearing short gray wigs, with sharp bangs in homage to the designer’s signature look. Loads of layering and color came down the catwalk in soft flowing fabrics. There were color clashes in stripes, polka-dots and festive floral prints. Model Ya opened the misc-en-scene wearing a gay floral skirt with a sorbet colored T-shirt. Brand Ambassador/Star model Georgie Badiel glided along the catwalk in Gudrun’s ivory dress and matching trousers with billowing silk scarves. Modiana modeled the polka-dot cardigan over a green and yellow dress with matching leggings. A pullover, patterned dress and and burgundy wool coat floated down the catwalk on model Kendra. Carmen modeled a polka-dot cardigan, over a blue striped dress with red leggings, meanwhile for fall a beautiful patterned cardigan came over a red striped dress, all over a burgundy skirt on the beautiful Modiana. The scarf effect was shown on all of the garments along with brightly colored leggings and wedged sandals.
Gudrun said in creating the new autumn collection, stylised circles and geometry in Lisbon played an important part. According to her program notes, the designer shared; “While designing the autumn collection, we visited India to explore traditional craft techniques for dyeing using indego and rosy madder red….The craft, combined with an earlier trip to Lisbon with it’s tiled walls, went on to inspire the autumn collection.”
Gudrun is one of Sweden’s fashion treasures and a cultural icon in her country. She has been the recipient of numerous awards including; ‘Swedish Businesswoman of the Year,’ ‘Entrepreneur of the Year, Stockholm,’ ‘American Swedish Historical Museum’s Outstanding Achievement Award,’ ‘City of Stockholm’s Civic Achievement Medal: Sankt Eriksmedaljen,’ ‘H.M. the King of Sweden’s Litteris et Artibus Medal,’ ‘Woman Professional of the Year by BFW, Business and Professional Women Sweden 2016’ and ‘ELLE Sweden’s Sustainability Award.’
By Walter Greene