just call me J. Ginny

I made two important fashion discoveries while shopping with two girlfriends in Malmö this week. One was Gudrun Sjöden – fun, feminine, ecological clothes from Stockholm. The chain is limited to Scandinavia right now and reminds me of an ethnic version of Anthropologie.

While we were walking down the main shopping street, two girls in colourful outfits handed us cute floral canvas bags. We thought perhaps they were Hare Krishnas who were going to ask us for money. But, no, they were just happy people publicizing the reopening of the Gudrun Sjöden boutique in Malmö. The ploy worked. Amy thought that I might like the clothes (read: mom clothes), so we checked it out. She was right. If I hadn't just forked over too much money for a cute organic mom dress from Denmark's Jackpot, I could have easily walked out with some new Gudrun threads, such as the skirt and tights above.

Which leads me to my 2nd discovery, which is really more of a revelation: my age-appropriate taste in fashion (read: mom clothes). How did this happen? Was it becoming a mom at age 37, being promoted to "management" or living in Scandinavia for 5 years? Or maybe all three?

My friends, who are 10 years younger than me, were not looking at Jackpot dresses and probably would not have gone to Gudrun Sjöden if I wasn't there. Inside the store, the clientele was definitely more 40+ moms than 30-something fashionistas. (Yes, Amy is a mom. But she's a really hip mom.) 

Anyway, it made me think back to my style preferences before moving here. When I used to make fun of women who shopped at J. Jill – the epitome of mom fashion to me. Today I checked out the J. Jill website and instantly fell in love with three dresses, shown below.  

I turn 40 in a few months, and I've decided to embrace my mom fashionista-ness. Oh yeah... gonna work those mom clothes!

 
(photos: J. Jill)

Comments

[Vanessa]

Embrace it! I saw some boots in Gurdrun Sjoden that I'm thinking I might have to grab. Hopefully they let non-moms shop there too... If not, can I borrow Sophie for the day?

[ginny]

You can definitely borrow Sophie, but be warned: she is not a fashionista in training yet. More like a shopping saboteur. But maybe a day of shopping with you can change that?

Oh, and be sure to get your 20% coupon by signing up for the email newsletter at Gudrun!:)

[Sally]

Gudrun Sjöden used to have a store in Berkeley. Tell "her" we miss her. You're quite the fashionable mom, Ginny!

[The SwedeLife]

! ! !
Scandanavian women are so cool, though, it is way easier to aspire to be an old Swedish lady than one of the portly clingy muffin topped t-shirt clad old american ladies seen in the Atlanta airport! Someone needs to do a sweidsh blog like this: http://advancedstyle.blogspot.cocapture all the cool women around here that make mom clothes- and grandma clothes- actually an attractive option.

[Your Ikea "friend" Sue from Cincinnati]

I love these clothes!!! Nothing this cool in Cincinnati that's for sure.

[Your Ikea "friend" Sue from Cincinnati]

PS: I use to make fun of J.Jill too. Yeah, Karma is a B****! LOL!

[Andrea]

Here's the complete link of the Advanced Style blog... It's fabulous! http://advancedstyle.blogspot.com

[Amy]

I think my giddy delight at being referred to as hip (really, you mean it, really?) probably means I'm not.

Anyway, Vanessa and I both wanted a dress in Gudren - it just wasn't in my size.

Thanks for a fun day, J. Ginny!

[ginny]

Amy: Um, hello Twiggy dress.

Sue: That is hysterical! I thought I was the only one. Yes karma sucks.

Thanks, Sally. :)

Andrea, fun site... SwedeLife, I think you are onto something with a Swedish version of it. I did a post about that about a year ago, after I had a meeting with the most naturally gorgeous older woman. I truly hope there is something in the water that will help me age like a Swede.

[lacoste shoes 2010]

You have to believe in yourself . That's the secret of success .(Do you understand?