Is it possible for a label to go from pretty much zero on my radar to favourite in a moment? Apparently so, ever since I laid eyes on the Pre SS15 collection from EDIT earlier this week. Launching in Liberty London October 20th, the Hong Kong-based brand offers a sweet mix of wardrobe staples and punchy day-to-night separates that should be flying out those hallowed shopping halls in days flat.
What’s the trick, the USP, the mark? Well, it’s EDIT’s mood of insouciant girlishness that pulls these pieces out from the crowd. Pretty peplum dresses, pale distressed denim, chunky sweaters in the softest of pinks, cool grey wool t-shirts: it’s EDIT’s take on the ‘modern-day Audrey Hepburn’, clothes for the popular, smart, pretty girl at school, who just happens to want to be your best mate, too. All without a ferocious designer price tag. Awesome.
EDIT was founded, initially, as a small-scale concept store in Hong Kong in 2012 by architect Jacqueline Chak and accountant Genevieve Chew, who discovered that their love of art and fashion was pressing enough to give up their day jobs for. Their picks were – are – impeccable, dominated by supercool Brit brands Paper London, Antipodium, Mother of Pearl, Emma Cook and Etre Cecile. So perhaps it was inevitable that, when EDIT got round to designing its own collection, it was primed to leap straight to the top of London’s most wanted.
Clever Liberty to snap it up so soon. Pre-spring/summer 2015 is the first and just look at it. If I had to place an order right now – and really, that is a matter of seconds – I’d get that easy white shirt with integrated black crop top, that statement red peplum dress and just about all of the denim. And that’s for starters. Get busy, girls.