Summer print breezes into emma

We all like hanging out with our gal-pals and it's even more cool when you get to create stuff with them too!

Karin Amdal (she of Filiokus fame and many other clever creative projects:) and I got together to design a brand new summer print for my Vacationer collection which would take it's inspiration from summer picnics and days spent lazing on the beach.

Ahhh, yes idyllic....but we weren't content just with that and thought it needed a little local flavour to make it more 'us'.

Now if you know Wellington at all it's famous for it's relentless wind (we're not complaining, honest) so we decided to add a wee zephur, or two, breezing through the artwork and now we have our very own 'spin' on summer!

Screenprinted by the local lads at Brazen in tones of grey, pink, sky blue and red it now graces the front of my Sandie beach scoop back top which is in-store now.

So great to work with you Karin, big thanks.

emx

Vacationer collection - first drop in store this week!

The daffs are out, the sun is shining so the time is ripe for some new season styles at emma.

First drop in this week there's goodies galore... dianne strappy silk sundress in a stunning 'tiger eye' print, tori denim skirt with the cutest sailboat contrast tie belt, farah pants, frida cuffed shorts and more!!

Grab some clogs, a big floppy 'Jodie Foster in Taxi Driver' 70's hat and your favourite emma style and come say 'hellooo' to summer with us,

emx

Behind the scenes at summer shoot

Love this time of year as one (fashion) season becomes another.

I know, so the temperatures might not be that summery yet but at emma we're thinking about where we want to go on holiday and what we want to wear.

I really like this emma season ahead with lots of 1970's inspiration in the range.

Great colours like orange and purple, striking stripes, a cool beachy print designed exclusively for us by Karin Amdal :) and a very cute ship-shape cotton print that I totally love (hope you will too)

Thought you might like to take a peek at what's ahead for emma and we made a little movie of behind the scenes at our shoot for the new season.

Feel the warmth and imagine the sunshine, emx

summer 2011 vacationer collection