Green… & Pink, & Red, & Yellow, & Blue
Though grey, black, navy and beige constitute the requisite big-city wardrobe palette for most gals on the go, a blazing bright light has sparked on Soho’s Greene Street, and it’s emanating from none other than the first US flagship of Swedish womenswear and lifestyle designer Gudrun Sjoden.
Her label, wildly successful in its home country, may have set up Stateside shop amidst luxury names with ultra-sleek aesthetics, but that hasn’t stopped the colourful visionary from bringing her very own brand of happy-quirky style to the strip.
Eschewing the minimalist looks and maximalist price-pointing of some neighbours, Sjoden’s collection is a riot of vibrant hues, bold patterns and effervescent whimsy, with floaty shapes and bohemian details making for dress, separates and outerwear styles that women of a variety of shapes, sizes and ages can easily wear.
She’s long had a commitment to using sustainable materials in production, not to mention creating pieces that are affordable, so both consciences and wallets will be appeased come checkout time. If the fashion is a little OTT for your taste, try looking instead to her equally sunny homeware line of linens, towels, tabletop and general bimbeloterie that will inject a smile into any room in the house. Good one, Gudrun!