Saturday, October 8, 2016

LOYDFORD Spring 2017 paris



They inspired me to coin the phrase designers who design …
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“making an entrance” was how Franck Ford spoke of the inspiration for the Spring 2017 collection; Sondheim said it best when he said “making my entrance with my usual flair” as do all the ladies who swear by LOYDFORD for dressing up. My take is that making an entrance is easy when the clothes silently scream LOOK AT ME without being tricked out or lit up like a Christmas tree!  Women can wear the LOYDFORD signature style tutu dress, the current accordion pleated skirts (made for spinning like a dervish) or the newly designed cowl back halter and they are almost assured of entrance making and, in some instances, exit making attention as well as sidelong envious glances. 
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The unpredictable aspect about doing seasonal collections is that these designers operate from instinct and occasionally they just happen onto a trend without realizing it or trying to jump on board with it. LOYDFORD has never been a collection that relies or focuses on trend. They are of the independent spirit variety that eschews trend at all cost. It was only by happenstance that one of their newest signatures has been gobbled up by retailers and consumers alike. 
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LOYFORD is evolutionary, unique and distinctive as it is a constant work in progress. Both designers feel that they would prefer to offer more new styles rather than elongate the lives of their best sellers. The growth never ends but they retain their DNA no matter what. Even the color range has morphed over the seasons going from an all-black palette to the addition of ivory and a few colors and now to a full blown range of color options. During this growth process they have expanded their expertise from being strictly “lace masters” to introducing hand beading which has become a signature (totally designed by them, confined to them and engineered for their collection),   as well as a variety of fabrics and prints which make  “guest appearances” each new season. What you must keep in mind that despite the lightheartedness of design, the collection is always meticulously constructed as befits their position in the fashion hierarchy ... top tier!
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The reasoning behind all their design practices is simply so that the clothes will never grow stale when there is newness in silhouette, fabrication and embellishment season after season. One of their most potent secret weapons is that the clothes will, more than likely, outperform their “neighbors” on the retail selling floor. As the saying goes why fix what’s not broken? Apparently Loyd and Ford are not shopping for a new client every season but rather expanding their customer base with each new season’s offerings.
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