Monday, 4 July 2011
In the mood for Modern Love
Hooray for Modern Love! A brand new label designed by grown-ups for grown-ups. Textile designer Sarah Arnett and fashion consultant/ex-fashion director for Elle magazine and the Sunday Telegraph, Kim Hunt are both in their forties and together have over 40 years experience in industry. 'We're designing for an age group that's not very well catered for,' says Arnett, ' For women who understand their own style and don't want to look boring or frumpy.' There's no chance of that with this fabulous collection of slinky jersey dresses and crepe de chine separates in striking digital prints. Inspired by thirties Paris and the New York disco scene of the seventies, Modern Love's capsule range is more show-stopping Goldfrapp than boot-cut-loving old bat.
Slow fashion and perennial style are the main themes behind the label, 'The idea that it's better to save up, buy one beautiful thing and be satisfied. Shop for modern clothes the way you shop for vintage,' advises Arnett, ' We aim to combat consumerism, which may not be the best business strategy ever but that's what we believe in. ' Printed in Italy and made in Brighton, the digital process uses 40% less water than traditional methods and manufacturing techniques produce minimal waste. The simple, easy styles, like the cape dress below, may be a bit pricey but they're timeless and wearable (all dresses have a Roland Mouret-style power net) and prove that when it comes to year-round fashion, less is definitely more. As Arnett points out, 'A Modern Love dress is designed to last forever. Like the film In The Mood For Love, the actress wears the same style all the way through - in lots of different ways - and it works!'
Modern Love goes on sale at Liberty on 7 July 2011 and will be available online by the end of the year. For all enquiries contact: email@example.com