Gudrun Sjödén

 Though I’m never quite sure how to say it out loud, Gudrun Sjödén (Good-run Show-den?!) is one of my favourite ethical fashion brands. Not only are her clothes fresh with colour and pattern, she is an inspired pioneer of ethical and environmentally responsible clothing.

Way before the #fashionrevolution began, Gudrun was pairing quirky prints with her hallmark stripes and encouraging women of all shapes, sizes and ages to wear vibrant, stylish clothing.

It’s quintessential feel good fashion.

In a previous role I was a brand ambassador for Gudrun Sjödén and had the chance to discover not just her clothing and accessory ranges, but also her homewares: bright and beautiful doormats and towels; glossy ceramics and glassware; rugs to fill a room with colour and pattern… as well as dreamy bedding and tableware textiles.

In a fashion world so flooded with conformity, cheap fabrics and poorly made, disposable, fast fashion, Gudrun Sjödén’s range is a breath of fresh air. Her shapes are designed for comfort and durability, they’re the kind of clothes you’ll enjoy wearing for twenty years as the textures soften and age.

Though her loyal customers adore Gudrun’s colour explosion styling, for those with a little less everyday flamboyance than the Nordic designer herself, rest assured, it’s not the only way to wear her clothes. Many items come in muted and neutral shades (deep navy, slate grey, black and white) as well as the loveliest lolly brights and the richest hues from nature.

Gudrun Sjödén offers her customers the chance to be fearless and expressive with fashion! Use individual garments to add a colour pop or mix a loudly striped garment with denim or workwear.

Explore Gudrun Sjödén on their website, or order a catalogue for hard copy fashion and homewares inspiration. If you see yourself becoming a regular Gudrun Sjödén shopper, it’s worth investigating the perks of joining their club too… enjoy!