While no representative of the brand told me this directly, the collection seemed like a response to the aforementioned posts and the awesome suggestions you made then. Are the Freya Autumn/Winter 2014 pieces mind-blowingly cool and radically different from what we've seen in the past? Um, no. But I think something has shifted and if it continues to go in this direction, Freya has enormous potential to be one of the "middle market" brands we've wished for. In short, the Autumn/Winter 2014 collection is a vast improvement over Spring/Summer's and I'd like to see even bigger, more dramatic changes.
|The Daydreamer in Ivory (July)|
I had a knee jerk reaction to the Daydreamer which surprised me since the description alone would've made me grimace: one more busy Freya print with layers of pattern, including honeycomb, bright flowers, and romantic script complimented by polka dots and lime green buttons? It sounds as if it should be repellent, but I think it works.
The Freya representative -- who kindly showed us the collection -- commented that the Daydreamer reminded her of the Ada from a few seasons ago. There are some similarities I suppose, except that the Ada's print was insanely juvenile-looking and I hated it (I reviewed it here). The Daydreamer is hardly the classiest design, but it feels much more "current".
This line is a big one, there'll be a padded half cup (28-38 D-G, 28-36 GG, & 30-36 H), a longline (28-28 D-G), the balcony and plunge balcony standards (the former covering sizes 28-38 GG-J, 30 -36 JJ, K with the later 28-28 D-G), a matching brief, short and thong.
|The Enchanted (continuity from July)|
|The Ignite in Yellow (July)|
|The Rapture in Neon (August)|
|The Rapture in Black (continuity from August)|
|The Flowerbomb in Spice (September)|
1. I know the "Spice" is a lot to take in, but I think it would look at home in an Anthropologie store or any other place that peddles in funky, ever-so-slightly edgy and eye-grabbing prints. It's not a floral pattern nor is it straightforwardly linear one but it retains an interesting femininity.
2. Unlike this season's Jungle Fever with it's cutesy pink contrast bows and glittery embroidery, the Flowerbomb isn't over-designed. The color and print carries the line so it doesn't need any kooky additions. Freya, I applaud your restraint.
3. It doesn't strike me as particularly juvenile, which breaks up Freya's commitment to using the girliest patterns on their sheer bras (the Untamed's purple butterflies, the Ruffle My Feathers' cutesy oversized plumes, the Jungle Fever's zebra & hot pink combination).
|The Pansy in Midnight (October)|
|The Instinct in Magenta (November)|
|The Icon in Storm (November)|
|The Doodle in Hot Pink (December)|
For instance, the upcoming Mimi Holliday has a line called the Fab which also featured pink embroidery against a beige transparent base. The Doodle isn't miles away from the Fab so I could easily imagine replacing Freya's funky printed pieces with mesh, making it an allover sheer design. But I wouldn't stop there, using the hot pink color, I'd highlight the bra's wire casing, seams and edges (mirroring the Fab's style below) and leave the brilliant embroidery as is. Presto! Instead of the Doodle's overwhelming kitsch, we'd have an undeniably cool and confidently sexy Freya bra.
|Mimi Holliday's Fab brief|
|The Deco Darling in Noir (Two Season Fashion from October)|
|The Deco Vibe in Mocha above (September, with the Black), Blush is due in December and they are all planned continuities.|
|The Ohh La La in Flame (September)|
I feel very optimistic about Freya after seeing their new collection. We asked for geometric patterns, 28" bands in their padded half cups, styles closer to Huit's aesthetic and an updated or rejuvenated vision. Freya hasn't addressed most of the size and construction complaints nor has it fully reached it's potential as a brand for us cool lady-foxes, but Autumn/Winter 2014 gives me hope that we'll see great things from them in the future.
So, what say you about this new offering??
Are you with or against the contested Flowerbomb?
Would you like to see Freya stick with it's cuter styles like the Ignite or would you prefer a slightly different approach?
Let's talk it out.