Women’s Wear Daily
04.19.2014
fashion-features
fashion-features

Two New Lines Help California Get Dressier

Emerging labels Nela and Ani Lee are helping to move the Golden State into the growing world of dresses.

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A giant zipper spices up the front of Ani Lees floral-printed dress
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LOS ANGELES — Whether paired with boots in the fall or sandals in the spring, the dress has become a fashion staple that transcends the seasons — and rings up cash registers. According to market research firm The NPD Group, dress sales surged more than 40 percent across the country to $5.85 billion in the 12 months ended in September from the previous year.

The trend is no more evident than in the land of denim, where casual Californians have switched from jeans and T-shirts to dresses as everyday uniforms, thus inspiring a plethora of designers to capitalize on the boom. Next spring, two emerging labels from the Golden State hope to be constants in many one-piece wardrobes: contemporary startup Nela and law school grad-turned-dressmaker Ani Lee.

NELA
Fully aware she won’t be able to reinvent the wheel in the saturated dress market, Hellen Yuan instead has concocted original graphics like a foulard print and a blooming floral pattern to move her seven-month-old label, Nela, down the road to success.

Yuan, who previously worked at Rozae Nichols, Parallel and Linda Loudermilk, offers only dresses in her debut Nela collection, which retails from $220 to $800. The majority of the 25 styles are printed on natural fabrics such as silk chiffon, cotton silk voile, crepe de chine and cotton silk sateen. Each print is unique to a particular style. For instance, the lotus bloom graphic printed on crinkled chiffon would be available on a long strapless dress with a bubble hem, whereas a checkered ombré charmeuse fabric mixed with chiffon has been crafted into a style that layers a multicolored brown tier over a cream slip.

Yuan said women are flocking to frocks because they want to dress up more. “Dresses make women feel feminine and sexy,” she said.

But even in this boom, fashion is more than just dresses and Yuan plans on offering a full collection eventually. In the meantime, inspiration for spring comes from Brazil’s Carnaval. “I felt that spring was really fresh and bright — lots of oversize floral, color injections and some new shapes,” Yuan said.

One such shape entailed elongating last season’s bubble form to the knee for a modern twist on the loosely billowing silhouette pioneered by Paul Poiret in the early 20th century.
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