With summer on our doorstep, Sundry, the brand that has become somewhat of a uniform among Californian bohemians, is introducing the perfect summer holiday apparel to the UK market.
In a stunning collaboration with J. Crew that is exclusive to the US, Sundry has just launched a collection of casual separates that beautifully combine J. Crew’s classic American style with Sundry’s chic interpretation of SoCal living. During an interview with The Zoe Report (by celebrity stylist Rachel Zoe) Sundry designer and creator Matthieu Le Blan compares Californian and French surf culture (LA’s beach life is ‘oldschool’, ‘authentic’ and ‘casual’, while in France, ‘it’s much more trendy’), he describes the Sundry customer (‘The woman I design for is well travelled and adventurous … She’s also independent and confident’) and talks about his colour palette (he draws inspiration from natural elements and from the outdoors, such as the sea, flowers and gemstones).
All of the above runs through the beautiful Sundry summer range sold in UK stores today. There’s an understated element of beauty stitched into these pieces that invites us to dream a little bit about how effortless life would be by the beach. The colour palette is strong without being intrusive. Sundry’s pieces are garment dyed, giving them their unparalleled distinctive look. There’s a quality about them that reminds us of the perfect summer holidays filled with laughter, sunshine and romance…
Sundry’s Summer 2014 range is now available at Selfridges, Harrods, Fenwick, Austique and Question-Air.