Feature
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| ELSOM |
Fashion Feature |
Words by Annie Fox
Seldom will you find a fashion brand committed to more than its own indulgent fancies. elsom designer Sam Elsom believes as much in the integrity of process as he does in the final product. His commitment to the environment and a move to earth friendly fashion is unwavering. Don’t let this tree-hugging attitude fool you – elsom isn’t a brand riddled with hemp and peace symbols. Elsom’s approach to style is considered and skilled, the pieces are intoxicating in their simplicity.
LL: Where does this interest in fashion come from?
SA: I guess it comes from an interest in how people dress and what influences their style. It is also a channeling of artistic energy into practical purpose.
LL: elsom is a brand with strong ideals, particularly environmental.
SA: As individuals and also as a business at elsom we are conscious of the environment … We have been working with sustainable cotton growers in India sourcing mainly organic cottons for fabrics used in all elsom collections. It is habitual for people to immediately think of Ryvita when organic textiles are mentioned. At elsom we want to change that.
LL: And obviously lifespan comes into it?
SA: Fashion is often disposable with directional trends sometimes lasting a month or two. What we focus on and particularly in this collection is timeless and versatile shapes with the highest standards of construction.
LL: What do you hate about fashion?
SA: How we all follow or are drawn towards trends or labels who are ‘it’ then drop them when they’re not and disappear to the next ‘it’ and to the next, like mosquito’s stunned by bright purple light. I’m not really having a go at anyone because I’m in as deep as anyone else – but it does make me laugh.
LL: I just saw your summer lookbook it’s incredible.
SA: We have strengthened our relationships with our sustainable suppliers. This has allowed us to control the quality and softness of exclusive textiles we developed for the collection. These new fabrics will hopefully help encourage the move towards environmentally friendly fashion. elsom summer 07/08 is represented in a muted colour palate which we have used to create quite minimal and sophisticated silhouettes in soft delicate basics to sequined georgette blouses.
The collection is very clean which I guess is also our attitude to the environment as well.
See more at www.elsom.com.au
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