Trend Direction from our Directors: What’s Hot for July?

Neo grunge is on our mind this month, with the launch of our July catalog, shot by Chadwick Tyler, starring models Aline weber and Karlie Kloss. All we can think about is plaid mixed with rugged denim and baby doll style lace tunics.

Kurt Cobain is playing loud on the stereo while we’re kicking around in our boyfriend denims, ankle boots and rustic colour tones. Here our Fashion Director tells us the trend for the month of July and our Art Director describes the theme behind the catalog.

From our Fashion Director: This month we were exploring the idea of neo grunge. Having nostalgia for Kurt & early 90’s iconic pieces, but thinking how the fit &  proportions could evolve. Mixing plaid, rugged denim, patching, ditsy florals, & baby doll silhouettes, but taken out of context and re-envisioned for 2012.”

From our Art Director: “Art direction came from the idea of duality — juxtaposition of hard vs. soft, black vs. white, masculinity vs. femininity, light vs. dark. There is an equal opposite to everything.  Chadwick is an incredible portrait photographer… he makes women look raw and cool in such an understated, effortless, sexy way. Who better to shoot than Karlie and Aline? Two girls who are effortlessly cool and comfortable in their own skin.”


Free People July Catalog

Kurt Cobain

Free People July Catalog

Items: Patched Slim Slouch Jean, Dodge City Ankle Boot, Captured Dreams Tunic, Plaid Wrap Top

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yah, I’m feelin this.. :)

Gurley Girl

love it….

perla milner

Please send me catalogues. Thankyou.