We are so excited about this new Eadie Collection! It is just stunning! What was the inspiration behind the range?
Thank you – we love this collection also. It’s one of my favourite collections so far in Eadie’s 3 1/2 years. As usual, Eadie is my creative compass, and her experiences lead the creative path for me. For this season, Eadie spent the Summer in the French Countryside. She enjoyed long, lazy lunches amongst the beautiful French rural landscape and gardens. This really steered my design and colour selection for this season.
What are the key colours this season?
This season features three new key colours. Sea Mist and Musk provide a beautiful canvas for our soft Summery colour palette, whilst the addition of Burnt Orange adds contrast and punch.
We have introduced some lovely details such as exquisite embroidery & ribbed velvets, and our signature frayed and fringed edgings.
This Summer Eadie welcomes the introduction of your Linen Bedding Range as well as the long awaited Lounge Series! Can you talk us through these?
The Linen Bedding range is something I have had in development for 18 months. Linen Bedding is a well covered category, so our offering had to be exceptional. I have worked with my factory to ensure the weight of the linen is on point, and then a lot of time was spent on perfecting the colour palette and the washing process. I think we have perfected this, and the results speak for themselves; beautiful muted colours and the softest linen, which will only get softer with wash and use. There is a lot of cheaper, inferior quality linen bedding on the market. I wanted to develop a bedding range I was proud to put our name to. I have slept in this linen bedding for months and can personally vouch for its quality, comfort and aesthetic appeal. We use only 100% European flax .
The Lounge Series was created as a result of my crazy lifestyle. I am passionate about natural fibres, particularly linen. Being a busy, single working Mum of 3 girls, I have little time to spend on creating a stylish , comfortable wardrobe. I’m all about low maintenance! I travel extensively for work, and I was looking for garments that were comfortable, easy to pack, wear and launder. I also wanted to develop garments that could be versatile and create many different looks, in various climates. Linen is perfect for both cool and warm climates. Being a natural fibre, it is absorbent and helps the body to adapt to all climatic conditions. Our Lounge Series allows women to look and feel beautiful both in and out of the home. The superstar of this collection has proven to be the Shavest. A combination of a Shawl and Vest, this is an incredibly versatile piece that can be worn several different ways to create different looks. A must to travel with.
What makes this collection unique to other brands currently on the market?
I decided early on in Eadie’s inception, that we didn’t want to compete with other brands and their creative direction. I have the utmost respect for what a number of other brands are doing. I think its nice for us all to have our own unique offering and style. For us, it’s all about creating timeless classic pieces that don’t follow trends. I actually avoid exposure to commercial trends, as I always want Eadie and her stories to be the creative compass. That way, we maintain our point of difference. Similarly to investing in a well cut suit, an investment in an Eadie Piece will provide our Customer with textiles that stands the test of time, and can be combined with other, more decorative brands to create an individually curated look. We are all about simplicity, quality and versatility.
Eadie is synonymous with the finest fabrics and gorgeous textures and details. How do you develop your fabrics each season and how important is quality to you?
The quality of our fabrics is paramount. Each and every fabric is designed with both beauty and functionality in mind. Life is busy, and most of us don’t have the time to be too precious . We want to know that pieces we select for our home will offer comfort and durability. We will always stand by this and continue with this philosophy.
I travel to India several times each year, where I work very closely with my factory , where 90% of our product comes out of. We havea team of designers and tailors that work exclusively on Eadie Lifestyle. As a result, our quality is consistent, and much love and pride goes into each and every piece created.
What are your favourite pieces and do you have any predictions for best sellers this season?
That’s a hard question as I really do have an emotional attachment to each style we create. If I don’t love it, I can’t produce it! Having said that, I still adore our Luca Series. The simplicity and warmth these beautiful pieces portray bellies the technically complex process behind the scenes. Each and every piece is garment dyed, creating the beautiful “worn in” look achieved; and I love the broad range of colours now available in this series.
Definitely, the hero of this season is our new “Bouquet” Cushion. It has sold well beyond our expectations. I think the extensive embroidery on the finest linen offers luxurious detail, whilst the elegant floral design creates a sense of happiness, synonymous with Spring.
Get a glimpse into to all the Behind The Scenes action shooting our new Summer 17 collection below!