By  on January 26, 2011

Erin Fetherston lives a consummately “art-directed life.” Those are her words, not ours — although anyone who has ever crossed paths with the New York-based Californian already knows this. Few designers project the perfectly manicured — and perfectly consistent — persona that she does: always smiling, head tilted just so and that platinum blonde hair with long, blunt bangs. As for her clothes, she dresses, without fail,in a dreamy coquette way with sweet dresses and fluid, airy separates. “It’s real. I’m like that all the time,” says Fetherston, when asked if it’s all just an on-camera act. “You should see my apartment. It’s light, feminine and has a sense of whimsy.” And then she says it again: “It’s a totally art-directed life. And my two dogs are perfect in it.” (And how. She has a Chinese crested powderpuff and a bichon Maltese.)

Come fall, the Erin Fetherston lifestyle can be had for a more affordable price. The designer is putting her ready-to-wear collection on hold — “I have plans for the main line at a later date,” is all she’ll say about that — and, in its place, will introduce a contemporary line, Erin, to make its debut during New York Fashion Week. “This isn’t a little-sister line that’s second fiddle to something else,” says Fetherston, who recently named Stefani Zien, formerly of Rachel Roy, the company’s new director of sales and marketing. “I want this to be a stand-alone program.”

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