Frette Launches Edmond Brand
Jennifer Marks -- Home Textiles Today, April 27, 2009
Fine linen producer Frette has launched a brand in honor of company founder Edmond Frette featuring more contemporary looks and, in a first for Frette, prints.
Edmond includes duvet covers, sheets, quilts, blankets, throws, dec pillows in three colorways: burgundy, black and brown. With more than 100 pieces in the debut collection, items within each colorway are design to mix and match.
"It's young, more aspirational," according to marketing manager Alison Newman.
Several core items within the Frette couture collection can also layer into the collection.
Duvet covers include poplin prints and sateen jacquards. Patterns include geometrics, animal prints, weathered tile, and curvilinear floral motifs. Accessory pieces include blankets in merino or cashmere as well as accent pillows in leather and other constructions. Yarn-dye beach towels feature bright, pop-influenced motifs.
The collection is being merchandised open stock. Pricing runs to about one-third of Frette's, with components for a standard bed set totaling about $400 to $450.
To support the brand launch, the company opened its first Edmond store April 10 in London's Westfield Mall. Another will open in Milan this July.
In the United States, Edmond will be carried in all Frette stores.
Frette also recently previewed its autumn/winter couture collections, which was inspired by the sunsets, seas and shores of Turkey.
Antalya is a floral collection highlighting wild dandelions (soffioni) in a woven jacquard duvet cover. The ensemble feature hues of natural sand, coral and lavender.
The more traditional Konya takes its direction from Mediterranean architectural details, with curving patterns embroidering in the trims framing bed sets and on jacquard bedcovers. Embroideries in grey, ivory and blue layer over bed covers of cashmere and silk.
The contemporary Izmir marks a stylistic departure for Frette, with a horizontal ombre silk panel engineered across the face of the duvet cover. Featuring deep chocolate, black and burgundy, the collection also includes a milk throw as well as pillows with color gradations from grey to black and caramel to dark brown.
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