If you’re not yet familiar with Gudrun Sjödén she is a Swedish designer who has a bit of a thing for colour and pattern. She loves to layer it up in contrasting, clashing and clever creative ways. She’s also a bit of an eco do-gooder with a lot of organic cottons and a strong green ethos. Her fashion and homeware range has actually been going for 35 years with stores all over Scandinavia and Germany where she has a cult following. She’s now come to London and last night I went to the store opening on Monmouth Street, Covent Garden.

Gudrun Sjoden store opening, Monmouth Street, Swedish design textiles, colour, pattern, hot shop, homeware, ideal home, homeshoppingspy, alice humphrys

It was a colourful affair that felt more like a garden party than a store opening. It was full of typically darn beautiful Scandi’s dressed head to toe in her collections, handsome men in floral aprons handing out canapés and summery drinks, fresh flowers in buckets and an enslaught of dedicated fans (where did they all come from!?) whom Gudrun greeted, one by one, on the door.

Think Anthropologie crossed with Designers Guild

I’m not sure I could pull off the bold, statement attire but the homeware I could happily live with. I loved the folky style rugs, ziz zag towels and gorgeous textiles and bedlinen inspired by meadows, wild flowers and sunshine…

Gudrun Sjoden store opening, Monmouth Street, Swedish design textiles, colour, pattern, hot shop, homeware, ideal home, homeshoppingspy, alice humphrys
I love the zingy citrus shades that feel so fresh and countrified. My bathroom needs a bit of colour and these bath mats would do the job nicely…
Gudrun Sjoden store opening, Monmouth Street, Swedish design textiles, colour, pattern, hot shop, homeware, ideal home, homeshoppingspy, alice humphrys
Gudrun Sjoden store opening, Monmouth Street, Swedish design textiles, colour, pattern, hot shop, homeware, ideal home, homeshoppingspy, alice humphrys
Gudrun Sjoden store opening, Monmouth Street, Swedish design textiles, colour, pattern, hot shop, homeware, ideal home, homeshoppingspy, alice humphrys
You’ll also find shower curtains with trailing floral prints, table linen, cushions, curtains and rolls of fabrics that can be bought by the metre. If, unlike me, you’re not trapped in the capital, then fret thee not as you can also buy on-line. Hoorah and happy weekend! – Alice
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FOLK hits the high street

December 9, 2009

It’s been on the radar for a while now. Owls, squirrels, acorns, leaves… the folklore woodland trend has trickled slowly down, leaving a trail of toadstools in it’s wake, and now it’s ready to invade the nation. 2010 is set to be the year of all things Sylvan – check out this lovely bedroom image from the hot-off-the-press John Lewis spring/summer collection…

It could be a room from Snow White’s cottage! I love the 1970s-style birdy bed linen (the pattern, incidentally, looks exactly like a retro tea tray my parents own, and still use…!) – it looks fabulous with the raw timber bedside table – folky but fresh. On our rounds, we’ve spotted a massive, quirky acorn ornament and owl accessories galore at John Lewis, cute china woodland creatures including owls, rabbits and birds at Habitat, and even Tesco is getting in on the act with it’s uber-cool woodland cuckoo clock. It looks as though we’ll be seeing a lot more folk, folks. – Ellie