Wednesday, 21 October 2009

Welcome to "THE SEVENTH FLOOR"



I recently touched base with the lovely and very down to earth duo Carlos and Bonnie from decadent swimwear label Seventh Wonderland to get a more in depth insight into their creative vision and progression as a new label.


1. What is the inspiration behind the collection?

Our collection this year is entitled “Welcome to the Seventh Floor”. It is inspired by London’s magnificent and most beautiful store ever created 'Biba'. Bonnie & I were fascinated with how this store managed to bring fantasy to life. The inspiration came to us in a few different ways. One because of how much intricate detail went into this store and just as importantly the feeling that customers would have experienced when they walked into this dreamland. It has all the belief elements which make up the essence of Seventh Wonderland.



2. Bonnie's prints were the corner stone of the Summer 08/09 collection. This collection features a more subdued palette with intricate cut-outs. What fueled this direction?

Our label is about pushing boundaries and not keeping to a particular look and feel, it's about progression and not being complacent. Our signature piece this season has definitely been about our laser cut technique and how this can be adapted into swimwear. Certainly no easy feat but the result that we received from Swim Fashion Week earlier this year really cemented our presence and determination to key media and accounts nationally & internationally. It was also an opportunity for Bonnie to work outside her comfort zone and to explore new techniques that compliment her hand created prints.

3. Seventh Wonderland is rooted in Sydney culture. How has the label translated internationally?

We have been so fortunate that in a short period of time our customers and friends have really taken a strong liking to Seventh Wonderland in Australia. Overseas is even more exciting for us because we have had the opportunity in securing four new territories this season which includes Japan, NZ, Scandinavia & the USA. Our efforts with Swim Fashion Week and Miami for a second time this year has given us the ability to really build on our vision internationally.
International accounts have also responded well to SW because it's moving away from traditional swimwear and introducing new techniques for boutique stores who are craving point of difference.



4. What's the story behind the name Seventh Wonderland?

Bonnie & I envisioned a fashion label with purpose & meaning as opposed to having just another fashion label with no substance. We knew that we had to develop an aesthetic which would allow us to work with an altered experience. Inevitably this would be a world were customers would hopefully forget about their responsibilities for a moment and take some time out to relax. We are hoping that the association with Seventh Wonderland would find customers on holidays or taking time out with family or friends. Swimwear usually revolves around Spring/Summer so the emergence of dream and escape started to really take effect on how we wanted to be portrayed. Then I started thinking about all the wonders of the world and how confusing it was to distinguish what was ancient, modern and everything else in between and then it finally came to me that this label would be called the Seventh Wonderland. It's “the Seventh Wonderland” and our interpretation of world which has been created for those who love to dream and long for escape. Words that best describe SW would be fantasy, glamour, beauty, romance, dream and escape.


3 comments:

Summer said...

Great swim wear. Those two piece are so nice. =D

Summer
A Writers Den
Brown Mestizo

J for Joyce said...

looks good,

http://sayang-j.blogspot.com/

Come again said...

Hi there,

There´s a new scandinavian based second hand shop online. You´ll find it at; www.comeagain.se

check it out!

/Lina