STORY TELLING CREATES A LABEL
West 38th Street, Garment District
5:00PM
Words, Images Judith Ecochard
Leifsdottir (and its lovely Executive Design Director Johanna Uurasjarvi) once again globe trotted for its Spring 2010 collection.
Bali, Japan and India fed into the creative thoughts of this stellar ensemble of feminine frocks and separates…
presented in the company’s showroom that’s been transformed into far-flung vignettes.
As the models strolled through the showroom, followed by camera snapping media types, we couldn’t help but be more than impressed how this label, owned by Anthropologie, has established such a distinct identity for itself in the over filled business of fashion.
Several design elements- we know Leifdottir for…the incredible fabrics (and ethnic prints in a batik), hand details, and shapely silhouettes.
We felt the collection this time, was notably less frilly ---with subtle flourishes.
“There was more play with volume”, according to Sara Goodstein…from the form fitting to voluptuous.
The architectural details of a world journey (Buddhist and Hindu temples, oragami) definitely came through. Particularly in the hairdos.
The bold colors (Tokyo Yellow, Petrol Blue, Akani Red, Honeydew Green) are extraordinary too.
ADDED PLUS:
We had a brief chat with Glen T. Senk CEO of retail giant Anthropologie…who was jazzed on two fronts…a new Leifsdottir store opening up in London (October 2009) and his partner (and Anthropologie’s buyer at large), Keith Johnson’s television show MAN SHOPS GLOBE on the Sundance Channel, set to air October 7th, 10PM.
INFO: ANTHROPOLOGIE