When a home and interiors brand decides to branch out into fashion things can sometimes get dicey. Will they simply cut their curtains into pinafores, as Julie Andrews did so infamously in The Sound of Music? It's a road fraught with sartorial dangers.
So when Northern California-cool home retailer Serena and Lily teased the launch of an apparel line in their last print catalog, the waiting game began. Today it ends, with the launch of what we are happy to describe as a slam dunk collection of crisp, wearable dresses—the fashion equivalent of a perfectly pressed set of gorgeous linens, which Serena and Lily has sold since their earliest days in business over 10 years ago.
"I wanted to create something where the wearer defines the clothing by adding an amazing belt, or heels and a necklace," says the company's chief creative officer Serena Dugan. "These are the clothes I was having a hard time finding. Simple pieces where line, shape and proportion are the biggest statement."
Our favorites of the 15-piece line, which ranges in price from $195 to $325 and is manufactured in Los Angeles, are the simple white frocks like the Edie Trapeze dress (pictured at top, $295; serenaandlily.com) and the June Party dress above ($325; serenaandlily.com). Match one with a pair of the season's gladiator sandals. Or a thick cuff bracelet. It's a canvas that lends itself to infinite possibilities.
The collection is available at serenaandlily.com.