A key fashion story for Autumn / Winter 2009 is flexible dressing, or in other words, items that are as lovely to wear both day and night, styled modestly or glammed to the max.
At Equa, we like to think that this trend is a response to smart, style-savvy women no longer wanting to build a clothes mountain at home, much of which will rarely get worn. Instead, seriously stylish women would rather invest in fewer pieces that are more versatile and better quality.
It's no longer stylish to splash the cash on disposable fast fashion. Buying something so high fashion it's out of fashion before its out of the bag, and poorly made in an exploitative way, is not something to brag about amongst friends!
More and more of our customers have been coming to us looking for simple, chic separates that they can wear to the office or to an evening event and that will transcend the seasons. We think we've found the perfect wardrobe solution in Outsider, a brand new collection just arrived at our Islington boutique and online this month.
The designer behind Outsider is Noorin Khamisani. Noorin has worked for big fashion brands and has seen first-hand what happens to quality and ethics when ranges are mass-produced and slavish to fashion fads.
For Autumn / Winter 09, her first season, Noorin has created pieces which are elegant and timelessly stylish, from the divinely sculpted pencil skirt with drape pockets (pictured) to the delicate circle pleat neck dress.Fabrics are environmentally-friendly, mainly organic cotton, linen and hemp/silk, where possible sourced locally to the factory in which the garments are made. The largely monochrome colour palette makes mix-and-matching a doddle, and keeps the pieces relevant into the evening.
Noorin says: “For AW09 we have been studying icy landscapes, the simplicity of line and colour. We have created a collection of new classics. Pleated detailing and shiny hemp/silk fabrics come together to make a range of versatile feminine apparel. Focusing on using sustainable fabrics with great drape and hand-feel – we know you will feel even better wearing our garments safe in the knowledge that these are fashion, people and planet conscious.
"Our designs are inspired by clothes that have been in our wardrobes for years - because true style is timeless, not transient and throwaway. We design versatile day-to-evening pieces that are made to the highest quality and designed to last and be loved. They are simple pieces that fit in easily, but they can also be styled to look individual."
Outsider manufactures its collection in India at a factory which the team has visited on several occasions and they have a trusted and open relationship with the factory owner. Working conditions are very important and they ensure the working hours and conditions are of a fair and high standard. There is no child or slave labour.
We can see from the interest in the Outsider range in its first days with us that it's hitting the spot for you. Our advice, if you see a piece you love, snap it up quickly!
Shop the current Outsider collection at Equa now
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