The Genteel
November 19, 2017
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Swedish designer Ida Sjöstedt. Photograph courtesy of Ida Sjöstedt.

Going into her 13th year as a fashion designer for her namesake label, Ida Sjöstedt has become one of Sweden's most popular designers. Combining ready-to-wear collections and couture in a style that she calls 'tasteful kitsch', her feminine designs fit every woman and every occasion. 

1. Who wears Ida Sjöstedt? What kind of woman is she?

It's hard to define as almost every woman I've ever met, regardless of style, profession or demographic has something of an inner princess hidden inside her. A lot of young girls choose Ida Sjöstedt for her first prom and then there are women who chose us for their wedding day. Even older women seem to like our coats and jackets in particular.

Handmade pastel feather coat from Ida Sjöstedt  S/S 2014 collection

Handmade pastel feather coat from Ida Sjöstedt
S/S 2014 collection. Photo courtesy of the designer.

2. Scandinavian design is often described as sleek, minimalist, and even safe. You, on the other hand, are the uncrowned Swedish queen of tulle and couture. Has this anything to do with you carrying out your fashion studies in London?

I definitely think that I was influenced by my time in London, but I started studying fashion in Sweden before that, and I remember an event (in the mid 90's), where I didn't really feel connected to everything that was considered to be "good taste" and simplicity in Sweden. I've always been a sucker for novelty materials, glitter and glam.

3. If you were to choose only one of your designs, what garment is your absolute favourite?

That's impossible - each piece has its own story. But if I should choose one from the latest collection, it must be the handmade pastel feather coat. Not the most wearable item but it definitely puts a smile on your face.

4. What is shopping really like when you're a professional clothes designer?

I do very little shopping myself. I buy a few new pieces each season - usually a pair of jeans and a sweater or two - and then I tend to wear the same kind of uniform to work every day. When I dress up I usually wear my own line.

5. During your professional career as a fashion designer, is there anything that you have designed that you just don't like anymore?

No, I was actually talking about that with a friend the other day. Even if time passes and some things may go out of style - I still appreciate what I did earlier on. I think it's natural that you always want to move on so it's a part of being creative that you move forward and don't want to design exactly the same thing now as you did, say, five years ago.

6. What can you tell us about the S/S 2014 collection? 

It's called DreamGirls Part 2 and the inspiration is extended from the previous summer collection. It's about having fun, enjoying all the better moments in life and looking at the world through rose tinted glasses.

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