Edeline Lee this season released her collection with a 15-minute podcast titled “Memory Of A Dress.”
The Look: A seasonal update for her loyal consumers, who will always come back and buy the same flattering dress or coat made in a different color or fabric.
Quote of note: “Perhaps it is subversive to produce an audio sound-only fashion show. But we all know that a piece of clothing can hold much more significance than only its appearance. I wanted to contemplate how memory and nostalgia can be held by a piece of clothing…how the soul of a dress can inherently give the wearer a sense of stability, confidence, and power.”
Edeline Lee RTW Fall 2021
Standout pieces: Chunky “bullet-pleated” dress and coat that accentuate the body. Malachite and black jacquard pieces. Lee also introduced a sustainable loungewear capsule that one “can roll out of bed and take a Zoom call in these pieces.”
The takeaway: With a 48-hour window for a bespoke dress, Lee’s direct-to-consumer approach makes her brand more resilient amid pandemic disruptions. It’s reassuring to see that there are still brands like hers in London that put a focus on growing the business and not striving to be a media darling.
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