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Thursday
22Oct2009

Is Elena Garcia Close to the Tipping Point?

Armour Dress, Fitted to the body with detachable sleeves, giving it multifunctionality. Hand dyed hand loomed silk bodice with organic satin draped skirt, with back beautifully finished with shell buttons. Photography by Nick Fallon.

Nothing short of innovative, Elena Garcia's luxury garments offer an imaginative take on multi-functionality to a highly stylish degree. Having closely followed her designer label for several seasons now, we spoke exclusively to Garcia to explore the thorny issue that faces every fresh new label, in particular ethical ones: Is the market responding to her offering?

Without a doubt, Elena Garcia has a strong flair for design, in particularly her own unique take on 'slow fashion'. Her pieces are eye-catching, unique even, and while her collections are positioned as luxury, its multi-functional range equals cracking value for money: Each piece can be transformed into more than than two outfits. Take her SS09 apple green asymmetric dress in organic silk satin for instance. It proved a real hit among eco fashionistas as it can be worn in 3 different ways. What's not to love?! Yet Garcia has understandably experienced marked frustration by her collection's lack of uptake by high-end boutiques. While a stylish selection of boutiques have enthusiastically taken up her line, both here in the UK, in the States as well as Australia, the number still remains a handful. We are of the firm opinion Elena Garcia has all the elements to succeed, and having just returned from Fashion 'Month' - think Nolcha's first ever Ethical Fashion preview, LFW's Estethica and Le Showroom in Paris - it begs the question: Is Garcia close to the tipping point?

Elena Garcia shares "Overall the response to the clothes has been very positive." Garcia continued "The best show was at Nolcha's Ethical Fashion preview during New York Fashion Week. It was only for a day, but we had a lot of footfall to the open showroom, and the right sort of people as they were genuinely interested. I'm pleased to say we've got some orders from it."

So far so good then, but Elena Garcia didn't fare so well at London Fashion Week's Estethica. Garcia shared "It was my fourth season at Estethica, and there is always a lot of press but few buyers." She adds "It was Estethica's first time at Somerset House this season and because our exhibition was in a different location at 180 The Strand, people simply didn't walk over. We did get some traffic but no one was interested in placing orders."

Elena Garcia also invested in a stand at Le Showroom in Paris. Elena shared "Again it was fairly empty but the reaction was still very positive. People are watching my label, but I need to give it more time as it was our first time to show in Paris."

So what's the problem? Elena Garcia's prices are no different from non ethical labels, the collection boasts some highly covetable pieces, not to mention great value for money when you consider you get three outfits for one with several of their pieces. Garcia muses "People are playing it safe, and as such we are getting a very homogenous high street. Hopefully people will get bored of seeing the same thing over and over again!"

Yet it's not all bad news. Not only was Nolcha Fashion Week a significant success for Elena Garcia, there seems to be another shift that may make Elena Garcia a household name. Elena is working towards a high street collaboration - all hush hush for now, and she is also working with a high profile senior designer from a huge design house. What's more, Noush Skauden, the unique rising rock star has reportedly recently worn one of her dresses.

Could these positive moves shift Elena Garcia's collection over the tipping point? We think yes... it's only a matter of time, and a short amount of time at that.

Cast your eyes over our Editor's picks, hopefully coming to a boutique near to you in the nearby future. Photography by Nick Fallon.

From Elena Garcia's current collection, we instantly fell for its silk tweed skirt. Available in one size, its long row of buttons down the back means we can all easily adjust to our own sizes meaning anyone can wear it. Even better, you can drape it over your shoulders as a cape or place above your boobs as a dress with a nice fitted blouse underneath and voila - three different outfits. We love!

Elena Garcia also uses this stunning silk tweed in her SS10 collection, and lucky for us, it has been selected for her bustle skirt/dress, which proved so successful in her last collection. Either wear as a skirt as shown below with her fancy 'Crinkle Bib', made from bamboo and organic silk layers, or adorn as a strapless knee length dress with its stunning 'tail' at the back. Retailing at £250, where else can you get a 'two for one' as stunning or as versatile as this?!

If you're looking for a stunning little dress for the warmer months next year, we're loving Elena Garcia's silk tweed dress too, also undyed in its ivory white with a chocolate silk trim. This fitted number would look fab with their jacket, featuring the same fabric and trim for that twin set feel.

As always, silk is a promiment and consistent feature throughout Elena Garcia's collections, and in her 'Silk Safari' collection for SS10, we're lusting after its sultry charcoal grey look and its use has been maximised for the multi-functional look at its most stylish.

Elena Garcia's satin silk has selected for a variety of stylish pieces, from tops (bibs, blouses and camisoles), to bang on trend all-in-one jumpsuits and harem pants. New to the collection is their cutwork top, as pictured below. And as always, it gives you the flexibility a slow fashionista demands: The cutwork top can be worn as a halter neck top, a cape or an apron.

If boutiques on the high street want to thrive, introducing Elena Garcia as a new label may be just the ticket. With Elena Garcia's exceptional quality, affordable luxury, and multi-functionaity to boot, they simply cannot go wrong with this label. If you know of a suitable boutique to stock Elena Garcia, wherever you are in the world, let us know at hello@sustainyourstyle.com

In the meantime, get in touch with Elena Garcia and find out more via her luxury clothing website. Alternatively, visit Elena Garcia's Style Page for up to date stockist information.

Reader Comments (1)

I really like the look of this collection. I'm wondering if the Ethical tag has become a negative as opposed to a positive. With trading so very difficult at the moment buyers are playing very safe and perhaps the tag is no longer a selling point, As with all ranges the product is king. I do think this collection looks very good but price has become very important.

October 25, 2009 | Unregistered Commenternicky harris

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