BEHIND THE SCENES
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Spring chapter 2 launches Thursday, April 23, 10am PST
Make sure to follow along on Instagram where we share more details before the collection goes live!
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Hello everyone,
I’m so excited to introduce you to the second chapter of our spring collection.
If you’re on my Experiment newsletter list, you already know that this year has been all about slowing down our output. With that has come fewer launches than in the past. And if I’m being really honest, I kind of miss the thrill of sharing new pieces more often. There’s just something magical about finally seeing the ideas that have been living in my head come to life through photos and videos and getting to share them with you all.
But anyway, I digress. I can’t wait to tell you a little more about each of these pieces, so let’s get to it.
You may have noticed that we typically photograph our spring and summer collections abroad. As a small brand, the way that usually comes together is by sending our pieces to a photographer we’ve built a relationship with over the years. She’s based in Portugal and is just amazing! She organizes the shoot for us, finds the location, shares model options, and brings the whole vision together. We send the pieces off, and then it becomes this fun little waiting game to see what the final images will look like.
But lately, I’ve been wanting to be more creative myself and to share more of my own point of view when it comes to the pieces I design. I’ve also been wanting to be more hands-on in general. So for this shoot, I decided I wanted to photograph the collection myself.
There’s a woman in Fort Langley who has stepped back from photography to be more available for her kids, and she has built the absolute cutest cottage that she now rents out for photo shoots. When I came across it on Instagram, my jaw dropped. I couldn’t believe we had access to such a thoughtful and beautifully decorated space so close to home. I knew right away we had to shoot there.
And let me tell you, it was even better in person. The amount of detail, the little decor touches everywhere, the feeling of the whole space… it was just so inspiring to be in the world that Kelsey created. I was genuinely so excited to take a shot at photographing this collection there.
Unfortunately for me, it was an absolutely grey and rainy day. And when you are not a professional photographer, that makes things a lot harder. The light was not on my side, and I’m still learning how to use my camera, so I’m asking for a little grace on the photos for this launch... 🙃 We all have to start somewhere, and this was a big creative step for me!
Now, onto the pieces.
First up is the Milos Top.
We originally did the Milos Top back in 2021, and I’ve had so many requests to bring it back (it's the Milos dress, cropped to be a top). Truthfully, I don’t know why I waited this long. I think sometimes I just get overwhelmed by the bank of patterns we already have and all the options available to us. Bringing something back can also sometimes feel like choosing not to create something new.
But in this season of life, I’m all about bringing back pieces you’ve truly loved, especially with my time being more limited these days. I’m really excited to reintroduce this one, and I feel like the fabrics we chose make it feel fresh and special.
We’re releasing it in three fabrics:
- Denim 100% linen: the same linen we used for our Doll Dress over the last two years. It’s such a beautiful blue and has been loved again and again.
- Olive 100% linen: the same linen as our Aura Pants in olive. It’s a thicker linen, incredibly soft, and the movement is just stunning.
- Limoncello stripe 80% linen 20% cotton: a brand new yellow & white stripe that feels so fun and summery.
Next is the Girlie Skirt.
I really don’t think we’ll ever have a spring season without bringing back the Girlie Skirt. It’s such a flattering cut, so easy to wear, and always so cute.
This time, I brought it in the olive linen, which we had never done before and which feels so perfect in this silhouette. It also makes such a good matching set if you’re picking up the Milos Top too.
I also wanted to have a little fun and bring it in the Parasol stripe fabric that we already launched in the Milos Dress this year. This fabric is soft, has beautiful flow, and while it’s slightly lighter in weight, it still is opaque thanks to the stripes. It’s such a fun piece for summer. I especially love it paired with cream tops or with our new blue Casita Cardigan.
And finally, we’re bringing back the Gigi Dress but in a new version.
Last year, a few people asked if I would ever do this exact style in a longer hemline, and I immediately agreed. The second it was suggested, I could picture it in my head and knew it would be so good.
So this year, that’s exactly what we’re doing.
This new longer version of the Gigi Dress has side slits for easy walking, and the front is still adjustable with the tie, just like the original version.
We’re releasing it in three colours:
- Noir 100% linen: a classic that I can already picture so many of you wearing, even to the office with a little something over your shoulders
- Peony stripe 55% Linen 45% Cotton: a beautiful pink stripe that's equal amount fun & elegant
- Mocha stripe 80% Linen 20% Cotton: a dark & light brown stripe that feels really fresh for us and unlike anything we’ve done before
That was a lot of words... I hope it got you excited for Spring Chapter II!
I’d love to know which piece you’re most excited about, so feel free to leave it in the comments.
Thank you so much for reading all the way through. I’ve really been enjoying this more old-school, blog-style way of communicating with you.
The collection launches Thursday at 10 AM PST, and we’re bringing back our tiered promotion because I’ve been missing the fun of those kinds of launches:
buy 1 item, get 10% off
buy 2, get 15% off
buy 3, get 20% off
Keep up with all the details to be shared on Instagram this week.
With love,
Laïla
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