Wednesday, September 17, 2008
LEIFSDOTTIR-SMASHING SPRING ’09 FEMININE CLOTHES WOWS THE PRESS
A SECOND RTW COLLECTION THAT BLEW US AWAY!
Words, Images Judith Ecochard
September 11th, Garment District
During last February’s W’08 collections à la Big Apple- we lucked out at the presentation from the fab feminine contemporary women’s line, Leifsdottir-a collection backed by Anthropologie and masterminded by Executive Designer, Joanna Uurasjarvi.
We’ve worked diligently on the correct pronunciation of all of the aforementioned names-in time for the S/S’09 showings!
We entered a packed showroom this past week- that confirmed it… Leifsdottir’s fabulous frocks- was not just beginner’s luck.
We chatted with the clearly happy Uurasjarvi to get the scoop on this assortment of we’d wear it now garb.
“I was shopping in Tokyo and found a 1944 photograph of two women sitting underwater-putting on lipstick-in a back issue of National Geographic. I just stumbled on it.” J.U.
See, nothing heavy, just a trigger for a very creative imagination and excellent teamwork.
THINK: “UNDER WATER GLAMOUR.”
Highlights of this collection…and in fact…signatures of this newbie brand… are the outstanding fabrics…able to be sourced at reasonable costs (thank the mothership Anthropologie for that).
“The fabrics surprise me too,” exclaims Uurasjarvi…as we both ooh and ah over the “Jellyfish Lace” and “Oyster” textiles comprising a fetching short sleeve zip jacket and cotton/linen pencil skirt, respectively.
“We’re clever at fabrics…. they are amazing…and there are a lot of good surprises…” including a limited edition organic tee collection with sea creature images.
And in the other details too.
For example, a built in slip inside a blue wave sea fantasy timeless dress…or a pearl button as an inside closure mechanism instead of a cheapo metal eye and hook.
All in all, we think Leifsdottir delivers a price value for dressy apparel, suitable for travels or the office…that looks great even on a dry cleaner’s hangar!!!!!
No wonder Bergdorf’s, Bloomies and other upscale boutiques carry the line (and now satin shoes too). If they’re smart…IMHO…a few other majors like L&T-could punch up their retail merchandise with this line.
HAIR/MAKEUP: Tousled and naturally curled coifs, touch of pink of cheeks. “Mermaid chic, really fresh.”