News & Runway

Jonano S/S 2011: Los Angeles Fashion Week

Jonäno was the third collection to show at L.A. Fashion Weekend’s Green Initiative Humanitarian Fashion Show at Sunset Gower Studios.

Scandinavian designer Bonnie Siefers has worked as an artist, product designer, and entrepreneur in Paris, Stockholm, and Los Angeles.

Siefers was taught the importance of honesty, frugality, creativity, and a natural way of living when growing up. These values were the inspiration behind her designs for Jonäno.

Her collection featured clean lines, classic silhouettes, and monochromatic tones, and this simplicity was a nod to her Scandinavian roots and upbringing.  

Her designs stood out from the rest, with their impeccable attention to detail and luxurious, eco-friendly, ethically made, long-lasting fabrics.  

Siefers is well known for her use of fabrics made from organic materials – such as bamboo and hemp plants – and her fabrics have names like Peace Silk, Hemp Denim, Energy Satin, and Bamboo Linen.  

She also choses production routes that benefit small farmers and local artisans who share the same environmentally friendly outlook.

Siefers designs her clothes with the everyday woman in mind – a mother, wife, career woman, artist, multi-tasker, and everything in between. It’s easy to transition her pieces from season to season.  

The collection showcased her signature simplistic essentials and timeless silhouettes, and also featured a splash of watercolor prints, elegant lace, jewels, and nature-inspired tones.  
The clothes hugged the body gently and naturally, and showcased a strong, sexy, and independent woman without exposing too much skin. Jonäno presented sustainable fashion with a heart; no wonder the brand is so successful.