Edwin Launches its Fall/Winter 2013 Womenswear Campaign

Edwin continues to roll out their F/W 13 multimedia campaign with the release of a full length movie for their womenswear collection. Here Stylesight speaks to designer Pascale Koehl on the film and her debut collection.

Earlier this month Edwin kicked of the F/W 13 season with the launch of the Winter MMXIII film to showcase the new seasons offering. As the dust settles on the release, the Edwin team introduces the women’s counterpart with campaign imagery and a short film to reflect the design in the collection.

The new season brings with it the introduction of Pascale Koehl as its new designer. For F/W 13 Koehl has totally transformed and redesigned its female offering – both in terms of product and image to bring it up to level with the male counterpart. The line of city sleek denims and knitted separates builds upon Edwin’s solid foundations, utilizing the same values and techniques of the men’s line, but also bringing with it a new direction, redefining itself with a more fashionable and feminine spirit. Some of the fabrics employed for the season like colorful jacquard prints, cashmere, silk, wool blends and soft flannels mirror the men’s collection, but with a different and more refined attitude.

Like the men’s film, the women’s release also takes inspiration from the spirit of being on the road. The movie sees 3 friends set on an adventure from Paris to Normandy, following them as they go from city to the open fields. The wilderness settings perfectly complement the free spirited feel of the collection of rustic knits, eclectic patterns and earthy tones.

Here we speak to Pascale on the film and the new collection:

Can you tell us about some of the key pieces from the collection that are featured in the film?

For me some of the key pieces are The Crash pants, a 5-pocket biker pant with a leather look finish. The allover jacquard suit, Stanger chino and the Woody blazer – these make a very visual pair. The Conquest poncho in a heavy jacquard knit and the Odyssey sweater and cardigan, a two tone cable sweater in wool-blended cashmere are also nice highlights.

Where was the film shot and who was involved?

The film follows the journey of four girls starting in Paris with its end destination Normandie. Parisian friends who take a break close to home. Like the men’s film, everyone who was involved with the production is close friends and affiliated with the brand, such as the photographer Fred Mortagne and director Apollo Thomas who is a local Parisian artist.

The collection ties in with some of the stories from the menswear line. How do you add your feminine touch to these kind of pieces?

My aim was to maintain and follow the same path as the Edwin man and give it a feminine dimension. My approach was to create both feminine and masculine pieces, the most representative items of the brand and its lifestyle, 5-pocket jeans, biker pants, ponchos, Western shirts and jackets, and revisit them by giving them a cleaner, feminine touch by adding details, finishes, materials and colors specific to women.

How did your approach to this film differ from the men’s F/W 13 MMXIII film?

The women’s collection has more of a “citadine” feel;  for the first woman’s campaign I wanted to add some urban aesthetic while retaining Edwin’s DNA and in this film we find the same inspiration than in the men’s video: the road trip, adventure, escape, friendship, open spaces …

What should we expect for S/S 14 ?

The denim line is the foundation of this collection and offers five different fits, for example the regular authentic cut in raw blue denim and skinny fits in Power stretch. A wider selection is available this season with more options in materials, treatments and colors. With emphasis on light and clean washes including bleached and double stone wash, featuring lightweight denims, brighter colors and exciting prints.

To view the full collection and read more, head over to the Edwin online store.


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