Jan 09, 2017 | By Poonam Dhuffer
Experience Lifestyle & Interiors on WGSN.
Jan 15, 2014
West Elm introduced Alan to artisan groups in India, Nicaragua and Haiti, where the pieces have been 100% hand-loomed, hand-woven and crafted, utilizing traditional techniques that refer to, and celebrate, each country’s cultural heritag—potters in Nicaragua, weavers in India and papier-mâché experts in Haiti.
The different production stages were closely supervised by the designer and West Elm president Jim Brett, with trips to each production location heavily documented on both the West Elm blog and the Steven Alan Journal. The aim was to meet the team and have a face-to-face relationship with the manufacturers, in order to make the whole adventure real and more involving.
“Our shared commitment to developing handcrafted products made this a natural collaboration opportunity,” explains Steven Alan, with West Elm president Jim Brett adding:
“Our brand and our customers have an appreciation for handcrafted items in home décor. Collaborating with Steven, who shares this commitment in the fashion world, allows us to bring a fresh and exciting point of view to our spring assortment.”
As the name suggests, stripes are the undisputed protagonists of the collection, which comprises eclectically patchworked textiles in the subversive style the designer is known for, while the color palette evokes the earthy, deep tones of the aforementioned countries’ landscapes.
“I wanted the collection to feel organic and modern at the same time, so I combined a color palette of earth tones with a clean design,” adds Alan.
The result, is a colorful and unique range of bedding, vases and rugs marked by Steven Alan’s signature style. The collection is already available online on West Elm’s website, and it will debut in stores later this month. – Vittoria Toffoli
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.