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Is a Swedish designer brand known for the dreamy aesthetics by its founder and creative director. With a firm believing that all women have a little inner princess hidden somewhere – as different as she may be, Ida Sjöstedt has made it her mission to lure her out. This has made her work a feminist act within the Swedish fashion industry, long before feminism was as much on the radar as it is now. Setting up her label in 2001 Ida Sjöstedt has been a pioneer on the Swedish fashion scene when it comes to evening wear and bridal fashion, introducing glamour to a fashion scene mostly known for functionalism and simplicity.