Stockholm fashion Week SS14 – Ida Sjöstedt

Ida Sjöstedt’s SS 13 collection “Dream Girls” was a great success, and the hall at Berns was rapidly filled with cheerful anticipation before the start of the SS14 collection, called “Dream Girls Part 2 – How to be a woman”. The super girly dream girls from last summer who just wanted to have fun, have grown up slightly this season. They’re still lusting for fun, but with a greater confidence. Fans of Ida Sjöstedt’s pink, sparkling, fluffy girly universe need not to be worried, she has stayed true to her imaginary universe. There are light purple skirts and suits, lots of lace bridal gowns, glittering pastels and a rainbow colored fake fur. But, there’s also a more sophisticated touch, with elegant light yellow silk dresses, blouses and black tailored coats. The models are as usual terribly beautiful with long wavy hair and soft smokey make-up.

According to the press release this season is a “season of reflection, recycling and reusing”. And, it’s also about “perfecting and defining in terms of ideas and design language as well as materials and ways of working”. Ida Sjöstedt has both a ready-to-wear collection and a line of hand-made couture pieces. The couture line is a way of trying to work towards a more sustainable fashion. By sewing materials like a collage and by recycling materials and use them in new ways, Ida Sjöstedt tries to minimize waste. The backdrop from a previous season has been turned into new garments for example. A great initiative in a world of fast moving fashion. Being true to her personal aesthetic from season to season is also a way of making the clothes more sustainable. There are no dramatic changes in terms of cuts and shapes, and therefore a dress from Ida Sjöstedt will have a long life.

Even though very few in the audience dresses like these dream girls, (there’s as usual a lot of black) everyone seems to like the collection. It seems impossible to not be happy inside this sparkling bubble, even for the most cynical of fashion hearts. Ida Sjöstedt might not be pushing fashion forward, but sometimes that’s a good thing.

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The collection in full can be seen here.

Photos by Kristian Lövenborg www.mbfw.se

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“Stockholm fashion Week SS14 – Ida Sjöstedt”