Since debuting Honor about two years ago, designer Giovanna Randall has cultivated her feminine label as meticulously as an orchid. Case in point: In an unusual business move, Randall opened up a standalone boutique in the Meatpacking District (after just two seasons under her belt), where her designs have sold exclusively until now. By keeping things small-scale, she has been able to develop Honor’s identity without yielding to the demands of retailers. This has allowed her to fine-tune the production process—using top-notch fabrics like substantial crepe, python-stamped silk, and delicate tulle from Europe, while constructing everything locally in New York—before going big.
This attention to detail is evident in Honor’s cleverly crafted clothing, which is favored by cool girls like George Clooney’s The Descendants co-star Shailene Woodley, who turned up at a recent Hunger Games premiere in an Art Deco, floral-print silk maxi dress from Fall. (According to Randall, her new collection tells the love story of a preppy college guy who meets an Argentinian ingenue while studying abroad, and reflects the merging of their two worlds.) Eveningwear looks have emerged as a calling card, perhaps because of the brand’s increasing celebrity fans—Woodley and Alexa Chung sat front-row at the latest runway show. But Honor also excels with everyday pieces, including flirty frocks and tailored shorts suits, not to mention noteworthy accessories like sharp briefcases and suede platform pumps from a collaboration with Tabitha Simmons.
Today, the label launches the e-commerce component of its Web site—standard operating procedure for most lines. But what’s noteworthy here is that customers can place special orders for pieces that were never produced from past seasons, indicating Randall’s bespoke approach to design. So, for example, Honor will custom-make one of its editorially appealing yet less practical petticoats that appeared in the Spring collection. Here, check out the label’s new Spring ad campaign, styled by Kate Young (who, last week, was crowned as Hollywood’s top stylist), debuting exclusively on Style.com.