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THE DESIGNER CHAT: IDA SJÖSTEDT

Ida Sjöstedt / Photo Adrian Levander för Bon

Meet the designer Ida Sjöstedt who can’t live without her iPhone and uses the Balearic Sea as a screensaver. For her S/S 2017 collection she is inspired by a world worth fighting for.

Describe your design in three words.
“Beautiful, tasteful kitsch.”

What’s your style philosophy?
“If you feel good you look good.”

Is there a symbol that would represent you?
“I could never pick just one.”

Where did the initial concept for your brand come from?
“I wanted to express my ideas of beauty and femininity and share that with other women.”

What’s your label’s signature pieces?
“Lace dresses.”

Going forward, what direction will the brand take?
“I always aspire to improve and make better, stronger collections. Never losing the creative focus.”

What would your super power be?
“My super power is a memory that never fails and being able to always make fast decisions.”

What is your most treasured possession?
“My iPhone.”

What is your screensaver?
“The Balearic Sea, from a holiday on Ibiza a few years ago.”

If you could edit your past, what would you change?
“I wouldn’t edit anything, but I would tell the younger me not to worry too much.”

If you could go back in time, where would you go?
“I think it’s enough to travel in time through memories and fiction.”

See Ida Sjöstedt’s previous collection here.