Gaze at Maurie & Eve’s summer collection here
Maurie & Eve’s Summer 2012/13 collection amalgamates opulent prints with sporty tailoring to create a ready-to-wear anthology that is simultaneously luxe, lavish and a little sporty.
In Birds of Paradise the designers have integrated a distinct late 80s throwback, as while the statement textiles, midriffs, peplums and pants all follow international trends, the orchids, emeralds, peacocks, juicy mango golds, and tropical imagery carry a just-vintage aesthetic, showing “a new contemporary direction for the season. It's an evolution from the brightness and frivolity of summer – The 'Paradis Noir' girl is definitely a tougher / stronger character,” the designers tell us.
Structurally, Maurie & Eve have artfully played with contrasting textures, incorporating silk crape mesh, silk burnout, marle fleece, leather and printed linen in the collection, innovations that “offer different variations in jumpsuits, playsuits and dresses. We both love wearing separates but we're known for our dresses so we wanted to create a story that looked like separates but were actually all-in-one pieces.”
Of their label’s burgeoning rise the designers are emphatic that their current success lies in embracing digital culture, “We started by making singlets for family and friends to now running a fully fledged fashion label that produces four collections a year and is sold over 250 outlets worldwide. As a trend based brand we constantly have to evolve to keep up with what's happening in the market. I think the evolution for us has come from technology both in production and the internet as Maurie & Eve's digital strategy is a really important part of our business now, it connects us instantly with our customer and has raised the awareness of the brand on an international level. It's also opened up many different distribution channels that never existed before – it's a very exciting time.”
Indeed it is. Get excited by the campaign shots above.
Birds of Paradise is available online and at David Jones.