“Queen of batik witches” leaves Sweden after racist drive

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Published 22 September 2022 at 16.44

Domestic. Fashion designer Gudrun Sjödén – who invented the so-called batik witch look – resigns and moves to New York after being accused of, among other things, racism by Expressen.

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In articles in Expressen, Gudrun Sjödén has been accused of running a “reign of terror” in the workplace together with her CEO Ann Adelsson.

She is also alleged to have expressed herself “racistly”.

– Because you are black, I cannot read your face, you must try to have a clearer facial expression, Gudrun Sjödén is said to have told a middle manager at her company.

– I am so excited that my negroes are coming today, she is said to have exclaimed when two black employees from the US were to attend the company's kickoff at the Münchenbryggeriet.

Gudrun Sjödén is known for having created the so-called cultural aunt's look, and her fashion group today has a turnover approaching one billion kroner.

Now she writes on Instagram that she will leave Sweden:

“Now I am leaving my company as an employee after almost 50 years . I'm moving to New York and Grand Street in Soho, where I've got a big, lovely apartment where I'll work as a freelancer.”

“The reason is all the hard months since Expressen's media attack in April,” writes Sjödén in his post .