2 posts tagged "Emma Fletcher"
“The English school uniforms I wore have always stayed with me,” Tocca designer Emma Fletcher (formerly of the beloved Lyell clothing label) tells Style.com. Her complaint, however, about those pleated skirts and button-up shirts is one that is age-old: “If only they were a bit more fitted.”
Thus, for the third season of Tocca ready-to-wear, the Australia-born designer took those classic uniforms and added strong tailoring. “I love that masculine-feminine balance,” she says, mentioning a few of her personal 1960′s Gareth McConnell photos as a reference point for the collection. “This really is the first time I have gone into strong tailoring, and I felt we needed to do it across the entire line. The tailoring incorporates everything from the lace pieced dresses to the plaid suiting pants and jackets.”
She’s kept the delicateness and femininity tied to the Tocca aesthetic but continued her mission of bringing a new sophistication and refinement to the Tocca woman. Highlights include the netting inset blouses and dresses and the smart plaid blazers. “The pieces have an edgy sexiness that feels current while still nodding to that British mod style,” she muses. Also of note, Fletcher recently expanded the line to include handbags, with shoes coming soon.
When Lyell’s Emma Fletcher decided to close up shop last year, she wasn’t sure what would follow, in terms of her design career, until the team from Tocca came knocking on her door. For the past ten years, Tocca had been focused on building as a beauty brand and without a creative director since 2002. When Tocca president Gordon Finkelstein found out Fletcher was finished with Lyell, he called on her to reinvigorate the brand.
“They approached me and I had just had a baby—it was exactly a year ago,” Fletcher tells Style.com. “It was a really good match, I would say, because they were primarily a beauty brand at the time and wanted to launch something with clothes.”
This Saturday, Tocca’s newest New York outpost will open at 605 Hudson Street with Fletcher’s debut collection for the label hanging on the racks. Expect to see touches of the feminine, girly Tocca aesthetic, injected with Fletcher’s more modern edge. “I think it’s totally a different decade, so there’s a totally different vision here,” Fletcher says. “I just wanted it to be more grown up, sophisticated, and sleeker.”
The store itself, however, nods to tradition and history. “The idea originated from the Hancock Shaker,” says Fletcher. Her vision of the village includes simple teak wood shelves, diamond-finish plastered walls, and a circular dressing room big enough for friends to hang out in and weigh in on the looks. Tocca beauty products, like green tea lemon candles and perfume, add the finishing touches to the shop.