Ida Sjöstedt Stockholm Fashion Week S/S 2013

Mercedes Benz Stockholm Fashion Week once again saw über girly Ida Sjöstedt, a Swedish fashion designer favorite, knocking over the Scandinavian legacy for understated elegance with her Summer/Spring 2013 show. A fairy tale extravaganza which utterly plunges the viewer into a dreamland of flounces and dolled up princesses.

The collection, Dream Girls, as per the signature magic trick of its creator, has a pop resonance to it. To the point, inspiration is drawn from the notorious rose tinted, Instagram filtered images. The result being a bewitching palette of waning pastel colors, a make-believe castle setting enwrapped in a lilac dusk aura.

Red-pink haired figures, strutting down the catwalk on snazzy light blue and bright red satin wedge pumps, showcased a whimsical variety of frocks. Demure bon-ton mises reminiscent of Alice in Wonderland opened the show, followed by an intermittence of pink and cobalt blue floral prints accompanied by blossom-decorated funky eyewear bursting with teenage esprit. Then, a non-sequitur succession of bronze, gold and pearl whites glowing textures made the flowing substance of romantic evening dresses, leading to eclectic creamy gowns, conspicuous in their frills, embroidered lace and tulle, with an occasional irreverent transparency.

All in all, a playfully sumptuous affair.  One exuding the very essence of what is referred to as the tasteful kitsch which has made of Ida Sjöstedt such an endearing name for the glamorous yet light-spirited young woman to which her designs are addressed. A combination of prêt-à-porter and privately commissioned couture dresses can be experienced under the successful label bearing the designer's own name. Its increasing popularity has made it worthy of collaboration with worldwide companies of the like of Absolut Vodka, Coca Cola, Ikea, Monki and JC, while phenotypically different creations ever faithful to the very same Sjöstedt genotype are shown twice a year in the occasion of Stockholm Fashion Week.