Swedish designer Gudrun Sjoden kicked off her Fall 2017 Collection at the opulent Swedish Consul-General residence on Park Avenue in New York City. Wigged out models donned her signature vibrant colors, florals, and stripes on the catwalk for the standing-room-only crowd.

Fashion designer Gudrun Sjoden a top designer in Sweden

Sjoden is one of the most successful Swedish designers with a career spanning nearly 40 years. She graduated from design school in 1963, but got sidetracked working as a writer at a women's magazine. She finally launched her own design career in 1974, and opened her first store two yeas later in Stockholm.

She showcased 24 looks for fall, which included her ubiquitous colorful dots interspersed with black and white patterns on flowing dresses, tunics and tops. The color palette incorporated plenty of red, green and purple.

Celebrity fan embraces her designs

One of her celebrity fans in attendance was actress Kelly Rutherford, who shared her thoughts with Blasting News about the collection. “She makes fashion very uplifting with her fun, bright, cheery and comfortable clothes. And the fabrics are all sustainable.”

Rutherford nailed it, as Sjoden’s business philosophy is indeed based on happiness, comfort and staying true to who you really are. Her line has always been reflective of the environment, and maintaining a small carbon footprint.

She often uses recycled materials like polyamide and eco cotton.

Customers come first, not trends

Sjoden shared some of her design insights with me. “I don’t follow trends while I design, but it comes from my heart, and my own dreams. I support handicraft and not mass production.” The key to her longevity and success is that she has not compromised her wholesome principles, and has remained self-reliant, while catering to her niche markets on a global level.

The designer has never embraced the wholesale method of selling her products. Everything is done strictly through her own channels and website. She says that is how she has been able to build successful customer relationships. And, she prides herself on listening, and being interactive with her clientele.

True to the Swedish design philosophy

Sjoden added that she, and her brand epitomize the Swedish expression, “We design with a green soul.”

Gudrun Sjoden can be found online and at her SoHo boutique on the aptly named Greene Street in New York City.