Swedish fashion designer Ida Sjöstedt graduated from London’s University of Westminster in the year 2000, and set up her own label in Stockholm the following year. We love her ethereal designs and the easiness she gives to her weddings gowns. As always our curiosity lead us to a fabulous interview with the lovely designer. Here’s theresult! But first go check her website ->click here<-

1.    When did you decided to become a designer and why did you find this domain interesting?

I have loved fashion and creativity for as long as I can remember – and I started making my own clothes whn I was around ten years old.

When I was 16 I started studying fashion and since then I knew this was what i wanted to do.

2.    Talk us trough the first years of you work. Maybe you could tell us what did change in time? Are your designs different from the very beginning?

I have always stuck to my own handwriting as a designer – but over the years I have constantly tried to develop my collections and my skills – in terms of materials, fit, the size of the collections etc. We started with lace in our very first collection but it was a bit more street orientated then – whereas now the collections are more evening wear. That also has to do with fashion in general –at least in Sweden-. Fashion to me is about staying true to your self but never stand still.

3.    Why should a bride-to-be choose one of your designs?

First and foremost our designs are about being beautiful and gorgeous – but what you can’t tell from a first look is that they are also extremly comfortable. Brides who try our dresses are often stunned by the lightness and the softness of the fit and the materials and we often tell them that these are dresses to allow you to have fun. You can look amazing and still dance, eat a three course dinner and even sleep in your dress. Our philosophy is the opposite to beauty is pain. Also I think it makes a difference to my design that I’m a fashion designer first and a bridal designer secondly.

4.    Do tell us a bit more about your inspiration sources.

I’m very much inspired by popular culture but the main inspiration for me is women and especially the cliché images of female stereotypes that we are surrounded by in popular culture and the media. Fairytale princesses, power women, femme fatales and ice queen are some sources of inspiration to name a few. I also love the work of for example Sofia Coppola and her films are always very inspiring to me.

5.    Have you got any piece you’ve created and that has a very special meaning for you? Can you describe it or can show us a picture?

The Mylene dress is one of my personal favorites. When we first showed it in Stockholm everyone thought it was to risqué and see through, but it is such a natural design –simple and intricate at the same time so it has become a bit of an Ida sjöstedt classic.

6.    From your point of view, how should a perfect bride look like?

She should look natural and stay true to her personal style. To me the perfect bride look is highly individual. You can tell if a bride is comfortable in her dress and to me that is what’s most important.

7.    And tell us what would you give her and, maybe, other brands can’t.

We always give our customers a personal service and we always make sure that the bride looks as good as she can. We never try to push anyone into getting a dress of ours. When I meet brides to be who try on our dresses, I can tell by the look in their eyes if it’s the right dress or not.

8.    Last but not least, do you have any advice for FashionBride readers? 

If you have the opportunity to have a dress made to order – go for it. As long as the fit is right you will look amazing. And have fun!