Fashion is very much about timing. In an increasingly difficult-to-navigate landscape, young brands face challenges of relevance, exposure, differentiation. Not to mention the daunting task of sales. Perhaps that’s why after four collections and countless industry feedback and rebranding, husband-and-wife team David and Moon Mitchell finally feel like they’ve developed a unique brand of feminine, dramatic design that doesn’t abandon their oversized, androgynous roots.
Spring was the first point of entry for the duo’s rebranded aesthetic, featuring feminine ruffles, asymmetric construction and plenty of volume. But that, admittedly, was a bit monotone. This season, that offering evolved with diverse silhouettes, colors and prints, retaining the concept of languid volume with a quirky touch. It was an amalgam of Seventies and Nineties style with a modern interpretation. “I think the Seventies and Nineties have things in common,” Moon said at a preview. “The silhouettes are elongated, so a woman’s body is very lean and tall.”
Key to modernizing their inspiration was a play on fabric and proportion. Comfortable plaids, Ultrasuede and denim were mixed together for balances of heavy and light. Plaid dresses, for example, were made more feminine with ruching, ruffles and lace accents, and pieces are easy to wear and fluid. Ruffles from spring evolved into waves for fall, a recurring concept seen along sleeves and jeans, though at times it skewed a bit kitsch. Where the brand succeeds is in playfulness and bold, thoughtful construction, like the confident oversized outerwear. After all, fashion could always use a dose of fun.