With a unique business model and fresh take on sportswear, this new fashion brand gets our stamp of approval.
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Imagine you got to spend every day doing the thing you love with some of your closest friends. Now imagine that’s your job. Editor/stylist Matthew Edelstein launched his contemporary fashion label this past December with that precise business model in mind, hence the name Friends & Associates. Instead of having just one person design for the brand, which offers a playful mix of modern sportswear, Edelstein invites a variety of creative talent to work together each season. The spring collection, complete with bright color-blocking and charming polka-dot and gingham prints, is a follow-up to the debut Resort line and offers fun, easy-chic separates you can wear all summer long. Keep clicking now to see some of our favorite pieces.
Q: What kind of girl do you design for?
A: Friends & Associates has a modern, joyful spirit. Women that enjoy life, appreciate design, and don't take themselves too seriously.
Q: What inspired the start of this collection?
A: To be able to work with friends doing what we love!
Q: What's your favorite styling trick when it comes to wearing the bold colors and patterns from the Resort and Spring collections?
A: Have fun and be true to what works for you! The pieces are meant to be mixed or matched according to your mood and personal style. From the craziest pattern mixing to the most simplified, Friends & Associates is about those perfect items that always feel right.
Q: What was the inspiration for the headpieces in the look book?
A: They're baseball caps with handmade flowers cut from the fabrics in the collection. This season we're really sporty and utilitarian and a feminine element gives the look a twist.
Q: Why polka dots?
A: In the first collection it was important to establish the look of Friends & Associates. Clean, modern, fresh. We love graphic prints and felt like a strong polka dot was a great place to start.
Q: Are any of the pieces designed with a specific era or muse in mind?
A: We think about a lot of different women when we put the collections together. It's not so much a muse as an attitude. We love spontaneity and playfulness.