The title is a little bit naughty to be honest, because if you live in Sweden, where Gudrun Sjoden was born, or in much of Europe, where the brand is well established, Gudrun has been a well-known name for many years, opening her first boutique in Stockholm as early as 1976. The label is not so well-known in the UK, but I think this is all set to change. The first UK boutique has opened in London and is just so pretty that you must pay a visit, whilst the latest ranges are sure to appeal to anyone with a love of labels like Boden and White Stuff.
I was lucky enough to preview the new collection at the VARG press day in London and was really impressed by the pretty, yet practical designs. Gudrun seems to understand the sorts of clothing that many women are looking for. There were stretchy, soft cottons that were both luxurious and yet hard-wearing, dresses that looked great and had POCKETS (one of my favourite features in any dress), and lots of tops and dresses with sleeves. Bright colours and prints littered the collection, and the basics were also high in quality.
I loved the Gudrun Sjoden collection in flesh, but couldn’t see myself wearing it as it had been styled on the website. It looked beautiful, both weird and wonderful, but it also felt quite avant-garde. So when I was offered the chance to style a few pieces for myself, I was really interested. I was sent two striped Eco jersey tops, and a rather gorgeous ‘Chestnut’ Sweater, along with some colourful cotton scarves.
The striped eco jersey top had been styled very casually, with layering and over sweatpants and harem styled trousers, but I thought in the black/grey colourway this was a smart option that could actually be dressed up by wearing it with a pencil skirt. Add a linen and viscose knit scarf in charcoal grey by Gudrun Sjoden and you have a great smart casual look that could carry you from the school run to the office.
The chestnut linen/cotton mix sweater is just such a beautiful piece, and with it’s loose, 1980’s style shape, it is just perfect for layering. The fabric has a gorgeous flower pattern in the pointelle knit, which is very eye catching and adds interest to the jumper. I styled this with layers, and also added the scarf worn previously, along with a Fedora styled hat and wedge boots in a tan shade to add contrast to the blue and grey. This is very much my Mick Dundee look and I love it, feeling very comfortable in it.
The linen and viscose shawls are just a fab way to add a splash of colour to your wardrobe, especially if you have an aversion to bright shades – this is a good way to experiment. My favourite is the cerise, which is a definite hot pink shade which just pops! You can add this to the simplest of outfits to just lift them.
Gudrun Sjoden is definitely a brand I will be wearing in the future, classic and yet with the element of fun that I love to see in clothes.
With thanks to Gudrun Sjoden and Rachel Cornick from Varg.