2_9_ScanMag_72_Jan_2015_Text_Q10_Scan Magazine 1 09/01/2015 22:43 Page 16
Scan Magazine | Design | Ida Sjöstedt
“I’ve always loved the decorative and the part of fashion that has to do with escapism: dreaming and preserving the most precious moments in life,” says Ida. Couture looks from Ida Sjöstedt. Left: Memory dress. Right: Waterfall dress.
Ida Sjöstedt – designing for the princess within Beautiful, elegant and “tastefully kitsch” – Ida Sjöstedt’s design has been described in many ways, but despite her wide appeal she is not one to pin her fame on pleasing the masses. “If people call my design ‘too much’ I take that as a compliment,” says the London-educated designer. “I’m not here to please everyone.” We caught up with Ida to talk glitter, glam, fashion memories and the future. By Julie Lindén | Press photos
How would you define your own design and its development over the years? In the beginning of my career someone called it ‘tasteful kitsch’. I’ve always had a preference for the decorative – glitter and detailed touches – but I’d never let it cross the line. At the same time I’m not one to try and please everyone around me. I keep working on shape, fit, cuts, colour combinations and so forth, without ever losing the ‘red thread’ of my design expression. What is your earliest memory of fashion? When did it become a passion for you? That would have to be when I was five years old and my mother woke me up to see the introduction to Dallas. I remember Lucy putting on her yellow wedding dress and it was, without a doubt, the most glamorous dress I’d ever seen.
16 | Issue 72 | January 2015
Many of your creations have a romantic look that distinguishes itself from the ‘typically Swedish’ minimalistic designs. Where do you draw this inspiration from? I’ve never been interested in being defined as ‘typically Swedish’ – I find it an odd expression. I’ve always loved the decorative and the part of fashion that has to do with escapism: dreaming and preserving the most precious moments in life, and dressing up in the most beautiful garments one owns. I’m often inspired by popular culture – everything from Sofia Coppola’s films to Disney. Who do you design for? Nearly all women I’ve met – no matter what their everyday style is – have a princess within, and that’s who I’m designing for. She’s playful and likes to turn heads.
What can you tell us about the collection you will present at Stockholm Fashion Week at the end of this month? I can’t say much about it, but hopefully it will be something brand new but very ‘Ida’. What does the future look like for Ida Sjöstedt as a brand? We’ve had a super year with increased sales, Damernas Värld’s reader award and a nomination at the Swedish ELLE Awards. I hope that Ida Sjöstedt maintains its strong hold on the design scene!
Ida Sjöstedt