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Fashion: Gudrun Sjödén Summer 2011 Africa Based Lookbook

Gudrun Sjödén [Africa Inspired]

Gudrun Sjödén - Birds of summer main

While leisurely flipping through the ‘Mail on Sunday’s’ (3rd April 2011) ‘You magazine’ supplement I saw a rather dreamy African inspired photoshoot, advertising the latest ‘Early Summer 2011’ collections from Swedish clothing label Gudrun Sjödén. The backdrop of the editorial drew me before I’d even taken notice of the clothes; I guess such is the power of a comfortingly familiar savannah landscape of over me. Beautifully shot on location in various parts of Botswana, ‘Early Summer’ comprises four core looks that are laidback and easy to wear. Founding the company in 1976 designer, Gudrun Sjödén’s states that nature is her power from which she draws inspiration, combining natural materials with Scandinavian design for her clothing and home furnishing collections. All ranges are sold via Gudrun Sjödén’s own concept stores, catalogues and the online store.

Gudrun Sjödén - birds of summer

[Image credits: Bird’s summer paradise – Gudrun Sjödén]

One range, entitled ‘Bird’s summer paradise’ was inspired by the feisty ladies of the best selling ‘No. 1 Ladies Detective Agency’ book series, and was actually shot on the location of the television series…  how cool is that! Love the books and by coincidence have just started reading the latest installment.

Gudrun Sjödén - My Africa main
Gudrun Sjödén - My Africa

[Image credits: My Africa – Gudrun Sjödén]

Shot in the wilderness as a means to highlighting Botswana’s investments in eco-tourism, the ‘My Africa’ range showcases linens and cottons that are perfect wear for the hot, hazy days of summer. Emerald green, mulberry, indigo and burnt orange colourways are found in geometric circles and diagonal droplets.

Gudrun Sjödén - Patinated main
Gudrun Sjödén - Patinated

[Image credits: Patinated in linen and cotton – Gudrun Sjödén]

Another range called ‘Patinated in linen and cotton’ – a title which describes the special technique of dying the fabrics used – is showcased in deep rich shades of burnt umber, rust, poppy red, orange, indigo and deep purple. Echoing in parts the stunning sunsets and spectacular sunrises.

Gudrun Sjödén - Roses Main
Gudrun Sjödén - Roses

[Image credits: Roses, stripes and embroidery – Gudrun Sjödén]

Finally, ‘Roses, stripes and embroidery details’ celebrates the rains that arrive at the end of October to quench the thirst of the dry plains of the Kalahari Desert. Bright colours in the form of roses signify the dormant vegetation coming to life and blossoming after eight long months of drought.

…just one of those editorials that tugged at the heart-strings…  

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