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Denim Brand: A Sneak Peak at Generra’s Fall Collection

Last week, I had written about my anticipation to see the relaunch of Generra under the helm of dynamic duo Swaim and Christina Hutson at this upcoming Fashion Week.  Well, in today’s WWD, they have given an exclusive interview and peak at the collection.

Swaim and Christina Hutson

Swaim and Christina Hutson

Next Friday, the designers will have their much-anticipated comeback moment, and this time they??™ll do so at the helm of a company having a hyped reboot of its own: Generra. The Hutsons??™ new inspiration? A decidedly more upbeat ???Snow White and the Seven Dwarfs.???

???We were attracted to the colors, the movement and how sweet and fun everything was in the movie,??? says Christina, nestled into her chair at the Generra headquarters on Seventh Avenue. ???Going forward, everything is going to be bright and optimistic.??? She gestures to the racks of clothes around her ??” a preview exclusive to WWD ??” and they??™re a rainbow of cheerful jeans, ruffled frocks and T-shirts with a pop Eighties vibe. The collection is a marked shift from those of their predecessors; Tony Melillo, who helped relaunch the popular Eighties brand in 2004, went relaxed and leisurely, while his successor Pina Ferlisi took things for a tomboyish spin. ???This is definitely another take on Generra??™s DNA,??? says Dan Shamdasani, chief executive officer and president of parent company Public Clothing. ???It??™s young, vibrant and fresh.???  (WWD – Click here to read today’s full article)


Generra A/W 2010


Photos by John Aquino

Stay tuned folks, I will be posting photos of the collection the day after the fashion show!

–Nikki Cho Russo

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Posted Feb 01 2010 in Uncategorized

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