Designer Diaries – Princess Sofia and Ida Sjöstedt

Ida Sjöstedt is a Swedish designer who describes herself as playful and fun. She began sewing her own clothes when she was ten years old. As a young adult she moved from Sweden to London to study design, and there her quirkier side appeared. In her youth, Swedish design for women had tended to the streamlined and minimalist, two things Sjöstedt is not.

Ida Sjöstedt, Svensk Damtidning

Her initial collections were viewed by the Swedes as too kitschy and too cute, but Sjöstedt says she enjoyed pushing the boundaries of what was considered tasteful in her homeland. Of late, she believes Swedish taste has caught up with her creativity.

She is always attracted to novelty fabrics and embellishments, and she has a particular fondness for tulle and organza. Having worked in various roles in fashion and design, she is also a competent businesswoman, who wholly owns and runs her company.

Princess Sofia has two sides to her fashion personality, the streamlined side which shows up when she wears designers like Ida Lanto, and the romantic side, which her choice of Ida Sjöstedt’s gowns and dresses reflects.


It’s not all gowns from Sjöstedt. Sofia wore this soft a-line dress with a flower pattern for a virtual graduation ceremony, a nice Spring choice. The neck has a keyhole detail and is closed with a gold button.

Here is Sjöstedt’s love of tulle coming to the fore. This midi skirt, in layers of pale pink tulle, was worn by Sophia for a family outing to a concert in early 2020.

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Sjöstedt just loves an embellished garment, and so, apparently, does Sofia. This black 3D effect skirt was worn a couple of times in 2018, this time for an outing to a museum.

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For a visit from the Governor General of Canada, Sophia sported this highly embellished pale pink dress with a neck tie and a lined bodice and skirt.


This burgandy gown was worn by Sofia for her first Nobel appearance. The full skirt is balanced by a fitted and – of course – embellished bodice.

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Sofia wore two gowns by Sjöstedt for her wedding. Her gown for the ceremony was constructed from three shades of white fabric: crêpe in-silk and Italian organza. The gown featured white lace sleeves, a wide v neckline and a lace bodice over a crepe underdress.

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Her reception dress followed the same basic format, a lace overlay over a crepe underdress. This dress did not have a train, and featured a one shoulder neckline. Sofia’s romantic side was well represented by both dresses, I think.

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Sofia has remained loyal to her wedding dress designer, so we can be pretty sure we’ll see more from Ida Sjöstedt in the feature. You can see more of Ida Sjöstedt’s collections, and pick out the next Sofia outfit, on her Instagram page.

We have by no means covered all Swedish designers, but for the time being we’ll leave Scandinavia and head over to see what designers a certain wife of Windsor has been favoring.