Dear Friends,

I am thrilled to introduce our Fall 2017 collection: London Calling. As you can see, we’re taking a trip to London this season. Steeped in historical tradition, London calls us to find the balance between honoring the old and new. Inspired by its rich history, London symbolizes a modern city in a constant struggle with what was, what is and what could be. It’s a place full of contradictions; yet it draws us in with its quintessential charm, distinguished civility, and fabled heritage.

While I was designing this collection, I came to a sudden realization– this wasn’t really all about London. London was simply a catalyst that brought me closer to the idea of how I want women to feel wearing this collection. The word FREEDOM kept coming to mind. And, with freedom comes fearlessness. And, with fearlessness comes true acceptance of who you are. This is the freedom I’m referring to – a freedom that enables you to be who you are today, not yesterday or tomorrow. But right here, right now.

In today’s world, there is so much pressure to define and edit yourself to a T. I believe our identities cannot be defined by one style. Our identities are not set in stone – we grow, evolve, change. We have different moods for different days. This collection celebrates our complexity and freedom to express ourselves in whichever way suits us in that moment.

Each piece in the collection has its own story that can be told and styled in a variety of ways while celebrating the beauty and power of being brave. For example, new to the brand is the Tibbie black distressed combat boots. An edgy 20-something woman can pair them with a moto jacket and messy bun while the soccer mom can throw them on with leggings and a blazer for a preppy look. Both have the freedom to switch up their style, to step outside their comfort zone and take a bold style risk.

Fall’s typical earthy tones and muted colors take a back seat to London’s revolutionary spirit. You can expect fuschia, cherry, lilac, and neoprene amidst earthy suedes. Bright colors can be seen in elegant dresses, tops, outerwear, striped panel shirting, and a standout glamorous peacock print. It’s all about having fun with your style and having the freedom to express your “perfectly imperfect” self.

For so many of us, our journey towards a false sense of perfection takes us down an exhausting albeit unfulfilling path. I not only found my fearless self in this collection, I also found fun! You can’t ever underestimate having fun and laughing at your own jokes (which I do often and my entire team is now completely used to and sick of). I found myself geeking out and belching out a high-pitched squeal (Yes, folks, it’s true—I have perfected the 15-year-old girl squeal) over my favorite embroidered dress in the collection and dancing to the latest Pit Bull tune while no one is watching. Whatever it is… it’s about embracing the moment and allowing yourself the freedom to experience it.

You know what’s not fun? Editing yourself or aspiring to finally arrive at some idea of a picture perfect, untouchable version of yourself- SO BORING. At Elaine Turner, we are about FUN, freedom and effortless style. We exist to enhance your already perfectly, imperfect self. My true joy is finding beauty in what’s real and being OK with yourself today. We are about having fun, being nice and knowing a laugh (or snort) begets a laugh (or snort). So, say goodbye to faking it and Hello to owning it!

And, to kick off our “BE YOU” journey, we are launching a “HOW DO YOU WEAR THE CROWN?” campaign. You will see us all over social media, in stores and online asking you to express yourself as only YOU can.

So, this season, we ask you: How do you #WearTheCrown?

In the essence of the season, watch my seasonal video on my inspiration of the season and, of course, me acting like a goofball. It’s always about having fun!

 

XOXO,

Elaine

It’s about that time in Houston when we face the dog days of summer. In a blink, July is over and hot, sweltering August is now here. However, Fashion Time doesn’t quite work that way. According to Fashion Time, it’s transition-o’clock. It’s time to charge full steam ahead to fall.

You might be thinking, “Fall, Elaine? In this heat?” as you desperately search for changing leaves, pumpkin spice, and crisp breeze. “All I’m seeing is sun, sun, and more sun.” Well, I’m here to tell you to look beyond your surroundings. It’s the perfect time to take a quick vacation to the fall season. Let’s indulge in some mental wanderlust and transport ourselves for a quick getaway to fall.

Our trip to fall is a trip to London.

I will be giving you more in depth details on my design process and inspiration as soon we officially kick off Fall in a couple of weeks. However, I’m so excited to share where we are headed that I had to send you guys a quick sneak peak with fun behind the scenes pics and highlighted fall trends. Enjoy this quick getaway to fall, but remember, your style is a reflection of who you are as an individual. Pick the trends that suit you or reimagine what’s popular to meet your personal sense of style.

 

 

Express Through Embroidery

Embroidery is not only all over our new arrivals but our Fall Collection too – apparel, shoes, handbags, you name it. We have left no stone unembroidered. Embroidery is your one-way ticket to being you at your boldest. Who we are as individuals lies in the details. Whether it’s the shoulder of the jacket or the back of a sneaker, don’t be afraid to embellish your style with detailed, individual charm. We’ve taken the embroidery trend and let our imaginations run free.

What to Look For:

• Handbags: You’ll find classic Elaine Turner shapes with new, groundbreaking details. Leather, suede, and even python are all due up for an elegant, embroidered facelift.
• Shoes: Look for embroidery where you least expect it. You wouldn’t want this trend to “sneak” by you this fall.
• Apparel: We’ve kept Elaine Turner signatures like chiffon and georgette, but we’re letting embroidery take the weight off your shoulders.

 

 

Customization Adds Character

Fall 2017 is rooted in individuality grown from London charm. London is eclectic, richly diverse, and welcomes everyone for exactly who they are. Our trip to London means a step outside of our comfort zone but also a newfound freedom to stretch our boundaries. Every piece in this collection can be worn and styled million different ways, molding to the personality of the woman wearing it. So, this fall is all about mixing, matching, layering, pairing, and being daring. There are endless options, no wrong answers, and a push to customize.

What to Look For:

• Handbags: It’s all about the strap this season! And, we will be introducing removable, adjustable “guitar-inspired” straps to our handbag assortment so you can truly make it your own.
• Shoes: This line of shoes is our most diverse yet. We’ve tapped into London’s diverse charm to provide you with heaps of new styles and materials to choose from. Let’s just say you’ll be equally ready for the dance floor, the grocery store, and even for combat.
• Apparel: We love providing effortless glamour through light, elegant dresses, and tops. But just like London, it’s time to embrace the new age. Customize your look with boundless outerwear options, jackets, and shirting. We’re introducing new materials, new shapes, and new style categories you won’t see coming.
• Jewelry: It’s time to go bigger than ever before. Expect heavier pieces with layers on layers on layers. Who says one necklace can’t have 3 different textures? In London, anything is possible.

 

 

Add a Pop of Color

We know this isn’t your first Fall. You know the drill. Earthy tones, neutrals, and muted colors. But let’s dive into London’s revolutionary spirit. How about a pop of color? If summer can be for suede, we say fall can be for color. Break the status quo and welcome the exhilarating rush of being a true trendsetter. Let’s break new ground together and sip pumpkin spice lattes while we do it.

What to Look For:

• Handbags: Prepare yourself for classic fall hues, but make room for something new! Expect fuscia, cherry, lilac, neoprene, and bright floral patterns amidst earthy suede’s.
• Apparel: We’ve added a pop of color to balance out our darker, sophisticated tones. Look for bright colors in outerwear scarves, striped panel shirting, and glamorous peacock print.
• Jewelry: I’ll keep it straight with you – our jewelry is tapping into the Woodlander trend for earthy natural pieces. But we’ve maintained bright colors through layering and beautiful beads. Keep an eye out for your favorite Elaine Turner pink and turquoise touches.

 

 

Thank you for our joining me on this brief trip to London and sneak peek into Fall 2017. I am so excited to see you tap into your full fashion potential this fall.

 

XOXO – Elaine