It’s rare that a clothing line that’s not nationally known that can translate well to several different cities.
Well, maybe we should say that those clothing lines might not be nationally known now, but soon could be.
Lauren Nevada, a line from Brooklyn-based designer Lauren Nevada Batchelder, is currently being sold in Barneys in several different cities, including New York, Chicago, Los Angeles and our very own San Francisco. How is Batchelder able to design a line that sells in cities that are very different from each other, especially when it comes to fashion?
Her strategy is to design for her target customer, the multi-faceted woman. Surely – and clearly – there are multi-faceted women in each city where her line is sold, and especially here in San Francisco.
“My customers in all the cities where my line is sold have so much more to offer than just one thing,” she said. “They’re interested in a variety of activities and different things, from books to art to culture. They live very urban, edgy, educational and inspiring lives. And the line is very urban; it’s dressy, but a little different. It’s artsy-dressy.”
It’s definitely artsy, and as beautiful as art – Batchelder drapes all the dresses and tops herself, and she has a patternmaker who helps with each silhouette. “It’s really a process that’s reminiscent of sculpture,” she said. “This leads to organic and different pieces. A lot of designers don’t get as many different results from doing something like this, draping, physically themselves.”
Several pieces are popular at Barney’s, including the dress above. Besides being cute, the panels on the front of each dress are hand-painted, making each dress completely unique with different parts of a pattern on it.
It’s a perfect piece for San Francisco fashion – wear it with a tank top or T-shirt and sandals when it’s warm out; when it’s cooler, put a turtleneck or collared shirt under it, a sweater over it, and pair it with tights and booties.