Designer Diaries – Frida Jonsvens and Crown Princess Victoria

A dress that would be a tribute to our dear and beautiful neighboring Norway. The Norwegian colors in focus. …This was such an incredibly creative, inspiring and glorious assignment. And I am so sincerely grateful to receive that honor.

Frida Jonsvens, on her design for Crown Princess Victoria’s dress

Frida Jonsvens is a Swedish couture designer who is currently based in Stockholm. Her heart, however, remains in her hometown of Hudiksvall in Hälsingland. Every one of her designs is unique, and displays her trademarks of exuberant color and embellishments. She is known for long, flowing skirts and three dimensional design elements. Her motto: stay as far away as she can from Swedish minimalism.

Crown Princess Victoria hasn’t worn a lot of Jonsvens designs, but the two she has chosen were both worn for sentimental occasions that are close to Baguette hearts. Last year she chose this embroidered floral tulle gown for Princess Ingrid Alexandra’s eighteenth birthday celebrations. She floated in like a floral dream, carried by the designer’s vision of a Norwegian summer field.

One of the charming aspects of this design were the random flowers used to adorn Princess Estelle’s own dress – a lovely bond between mother and daughter. (I can’t get over how excited Estelle was to be included in this event!)

In June of 2020, the Crown Princess wore a Jonsvens deep v-neck long sleeve gown for her official tenth anniversary photos. The dress is done up in wildflower fabric and features a cascading train. The Crown Princess cheered the hearts of Baguettes by wearing her hair down. Less universally loved is the Nocturnal Creatures “tiara”, which Baguettes find to be a bit of an acquired taste.

The dress popped up again during the Spanish State Visit in 2021.