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April 14, 2011 12:01 AM

Erin Fetherston Muses on New Contemporary Line, Social Media

The designer held an event at Buddakan in New York City's Meatpacking District on Tuesday night to fete the launch of her new contemporary line, Erin by Erin Fetherston....

The designer held an event at Buddakan in New York City's Meatpacking District on Tuesday night to fete the launch of her new contemporary line, Erin by Erin Fetherston. Servers were busy passing around hors d'oeuvres and Sofia Mini Blanc de Blancs -- those genius champagne-in-a-can drinks -- when Fetherston made her entrance in the restaurant's Library Room with two statuesque models sporting looks from the collection.

Erin1.jpgThe contemporary line, which ranges from $195 to $650 with prices averaging around the $300 point, doesn't stray far from the ethereal whimsy that Fetherston is known for, but is decidedly more wearable.

"There's something more fun about making clothes that are accessible," said Fetherston. "I think what's been really authentic about my brand is that I've always been the compass for it; when I design, I always think: would I wear that? Would my dear friend wear that? I think about the real application."

"At the end of the day, I wouldn't go to the third floor at Bergdorf's and buy a sticker-priced $2,000 dress, and my friends and muses wouldn't either," she continued. "So why am I making those clothes? For me, that was maybe the one disconnect."

The brand has also amped up their digital presence. In addition to launching a Tumblr account and e-commerce, Fetherston is excited about their recently relaunched blog, which lives on ErinFetherston.com.Erin3.jpg

"I'm using it as a place to showcase really cool girls that stand for what I stand for. We're having multiple contributors, and I think that's kind of a cool way to approach it -- it doesn't all have to come from me."

As for her namesake ready-to-wear line, Fetherston revealed that she will put it on pause for a few seasons.

"Often, it seems like people take on the contemporary line as the little sister, but I wanted to give it all my love and all my attention. Instead of it being an afterthought, it's my forethought."

"I'm sure I will come back to it, but this is really where my heart is right now," she said.

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