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SFERRA + Peter Som; marriage of fashion & interior

22
Apr '10
SFERRA, the world-wide leader in luxury linens, has announced a design collaboration with the modern fashion and lifestyle brand, Peter Som. SFERRA is known for making use of quality fabrics and rich colors to design exquisite bedding, luxurious bath and fine table linens. Together, these brands will develop a collection that seamlessly fuses Peter Som's fashion sensibility with the classic style SFERRA is known for.

"Style and substance can and should be married when it comes to relaxation. Through this partnership we have created with Peter Som, we aim to expand our clientele by reaching the fashion-conscious consumer who carries an effortless elegance and allure," says Aaron Stewart, Creative Director for SFERRA.

"Fashion and interiors go hand-in-hand so I am thrilled to be partnering with SFERRA. Their tradition of using only the finest materials and exquisite detailing is thoroughly inspiring. I used many of my signature prints from my runway collections as the beginnings of this collaboration. Now my customer can be outfitted from head to toe and from bed to tabletop," says Peter Som.

Som's approach to reinterpret the tradition of great American sportswear in his ready-to-wear line has influenced the design of his first bedding collection with SFERRA. Som worked with Stewart to establish a fresh point of view inspired by unstudied elegance and whimsical appeal, while keeping with the unsurpassed quality and stunning Egyptian cotton that defines the SFERRA brand. The collection will be printed in Italy at one of the world's most renowned print houses.

"Peter and I both love home and are thrilled to partner with SFERRA for this special collaboration. Their brand is a wonderful counterpart to ours and we are very excited about the partnership," adds CEO and business partner Elana Posner.

"I've always admired Peter's talent, but his recent runway show was perhaps the best I have ever attended," comments SFERRA President Paul Hooker. "That sealed the deal for me."

To celebrate this new collaboration, Som will design SFERRA's space at the Design on a Dime benefit event at Housing Works in New York City this May. The full collection is expected to hit stores January 2011.

SFERRA


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