Ida Sjöstedt’s Unconventional Glamour


When compiling ideas for her spring 2010 "Wonderland" collection, Swedish designer Ida Sjöstedt decided to adopt a Gaga-esque philosophy: the "too much is never enough approach," as she puts it. The collection's offbeat frills, splashy florals, and glitter were inspired by both fairy-tale flounces and colorful club getups. For fall, she perused the drawings of horror illustrator Hans Arnolds, creating a darkly chic collection of brocade detailing, fur, and frothy black and nude lace. Though Sjöstedt's designs draw from an eclectic range of influences each season, her overall aesthetic remains the same. "I'm doing glamour with a tongue-in-cheek approach," she says. "It's always playful and fun while still carrying a certain elegance." On the runway, that means pairing Elizabethan elements with glitzy tulle or a fur capelet with metallic tights.

Sjöstedt studied fashion at London's University of Westminster and launched her eponymous label in 2001, just a year after graduating. The well-received collection was immediately picked up by stores in Stockholm and Japan, and she's shown her designs at Stockholm Fashion Week ever since. More recently, Sjöstedt has been delving into the local music scene as well: She's dressing Swedish pop export Agnes and RedOne's new girl-band Love Generation on their tours this summer. Her designs are stocked at Pixie Market and Foravi. Click ahead to see more from the spring and fall collections.