Sweaty Betty blog: Ss11
Empowering Women Through Fitness
Browse our new SS11 collection in our latest e-magazine.
Hear Tamara’s thoughts on our SS11 collection filmed from our Press Day in Soho, London. Our themes took us from the beauty and austerity of the great British seaside in the summertime, to Atonement, Cowes week, Pineapple Dance Studios and Blenheim Palace Triathlons – all British inspired and British designed.
Just returning from our SS11 shoot at quirky 1930's hotel burgh island in devon. Blessed with sunshine, a model who could run, beautiful scenery and great hotel rooms and food, "it didn't really feel like work" (the model's words not mine). Add some espresso martinis and late night skinny dipping in the mermaid tidal pool and it was almost verging on holiday-like.
Product highlights for me are a shiny silver blouson swim top and cool grey fisherman pants from "futuristic nautical" beach range, the almost gossamer-fine seamless vests and tops in charcoal and neon orange from "all sport- run", and the tri wetsuit. Loads more fantastic developments for next summer of course...too many to list here.
Off next week to shoot yoga and workout in a ruin.
if you work in the clothing industry you will probably be able to cope with this, but do you ever wonder what season you are in, which one you are heading into next and which one you have just left behind???? OK, let me explain. Today I am researching into creative ideas for SS11, checking out Alexander Wang's amazing sports/utility fused SS10 collection...wondering if animal print can work in sportswear, or perhaps only swim and accessories...shall we go to LA or Hoxton...how to include lots of cuffed 3/4 length track pants etc etc. Yesterday I had a meeting with marketing to discuss AW10 shoot, will it be Scotland to push through our english eccentrics doing outdoor pursuits bit of our theme or stay firmly put in London to reflect our pretty punk with contemporary dance twist in lovely old studios in Old Street? This morning I had a meeting with our graphic designer to go through our SS10 catalogue design and last week I introduced the SS10 fashion show to all our managers. Christmas?! when's Christmas??? well I can tell you what SB will be doing for christmas 2010, but I'm not sure I know what I'll be doing for Christmas 09...read more
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