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Artful Home unveils 'Not for Models Only' collection
15 May '12
2 min read
Recognizing that it has tapped into a zeitgeist among women seeking individual style rather than fashion, Artful Home is launching its newest collection of artist-created apparel for women. The 37- piece summer 2012 collection, created by an iconoclastic group of women designers in North America, is based on a strong belief that just because you may have lost your waistline, you haven't lost your sense of style. Featured on real; active women, embracing the collection's ethos of 'Not for Models Only'.
"When I introduced apparel into the Artful Home mix, my belief was that there was a large group, a 'tribe', perhaps, of women interested in dressing with style, with artfulness, and with individuality. I believed this because I was already a member of that tribe," said Lisa Bayne, 59, Artful Home's CEO. "It turns out that there was a parallel tribe of women artist/designers who were designing exactly the kinds of pieces which resonate with 'us' but who were little-known outside of small boutiques and craft fairs."
In celebration of the relevance of the clothing collection for real women, the company has launched a campaign, “Not for Models Only," featuring the new collection on three real women, ages 44-59.
In addition, Artful Home sees a strong connection between the diverse lifestyles of their designers and those of their customers, and is hosting designer interviews on their website "By Women, For Women."
"Most of the apparel we sell turns out to be designed and created by women for women", says Bayne.
“Coincidence? Perhaps. But as I have spoken to these artist/designers, I have realized that so much of what these women care about is evident in their clothing and it is not mere coincidence the clothing speaks to so many of us."
The Summer 2012 collection is the latest offering in the rapidly expanding apparel business at Artful Home. For the past 13 years, the company has partnered with the most talented artists in North America, bringing their original works to consumers via its website and printed catalog.
"When I introduced apparel into the Artful Home mix, my belief was that there was a large group, a 'tribe', perhaps, of women interested in dressing with style, with artfulness, and with individuality. I believed this because I was already a member of that tribe," said Lisa Bayne, 59, Artful Home's CEO. "It turns out that there was a parallel tribe of women artist/designers who were designing exactly the kinds of pieces which resonate with 'us' but who were little-known outside of small boutiques and craft fairs."
In celebration of the relevance of the clothing collection for real women, the company has launched a campaign, “Not for Models Only," featuring the new collection on three real women, ages 44-59.
In addition, Artful Home sees a strong connection between the diverse lifestyles of their designers and those of their customers, and is hosting designer interviews on their website "By Women, For Women."
"Most of the apparel we sell turns out to be designed and created by women for women", says Bayne.
“Coincidence? Perhaps. But as I have spoken to these artist/designers, I have realized that so much of what these women care about is evident in their clothing and it is not mere coincidence the clothing speaks to so many of us."
The Summer 2012 collection is the latest offering in the rapidly expanding apparel business at Artful Home. For the past 13 years, the company has partnered with the most talented artists in North America, bringing their original works to consumers via its website and printed catalog.
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