There's nothing blonde about Gudrun Sjödén. The veteran Swedish designer has deliberately eschewed the pared-back light and bright trend so often associated with Skandi homeware in favour of riots of colour and bold mixes of pattern.
And the results speak - no shout - for themselves. Eclectic fabrics in primary colours and larger-than-life prints form the bedrock of Gudrun's style as she continues her one woman crusade to 'spread happiness and make the everyday a little more beautiful'.
This ethos translates to the environmenal impact of her products, as well. For more than 30 years, Gudrun has been championing environmenally-friendly production methods which means her fabrics are designed, and marketed with sustainability in mind.
This summer's red, pink and white-themed designs are available online or in her new flagship London store in Covent Garden.
Gudrun Sjödén - 65-676 Monmouth Street, London