Los Angeles-based designers and stylists Emily Current and Meritt Elliott, who exited their namesake denim label at the end of last year, are getting back into retail via a collection for PBteen, Williams-Sonoma’s teen spin-off of Pottery Barn.
This story first appeared in the July 31, 2013 issue of WWD. Subscribe Today.
The 37-piece collection of furniture and home accessories retails from $29 to $799 and will be available at the retailer’s 14 locations nationwide on Sept. 20 and online Sept. 18.
Jill Larue-Rieser, senior vice president and general merchandising manager for PBteen, said this was the brand’s first collaboration of this kind. “They inspired us with their first-hand fashion experience,” she said of Current and Elliott. “Their collection is a whimsical approach to classic Americana style with vintage-inspired glamour.”
The collaboration had been in the works for about a year, said Current. “We love big American brands like Pottery Barn, Kate Spade and Gap, so to be able to put our aesthetic on home could not be more exciting,” she said.
Noted Elliott: “We applied the same fundamentals that we use in styling and designing like high-low, the hand of fabrics, the proportions. So at some point it blurred the lines.”
The collection includes items like a chambray-upholstered chaise lounge, a wooden tree stump table engraved with a heart, a butterfly rug, a bronze bunny lamp and a ceramic unicorn ring holder. There are also two complete bedding and pillow collections.
“We had carte blanche, so we went back to the things that have inspired us since we were teenagers, like Boxcar Children and playing dress-up. For us, this is an extension of our overall brand view — Americana mixed with youthful charm,” said Current. “Everything has character and doesn’t feel brand crisp new, like maybe it’s been passed down or is a found object with a story to tell,” said Elliott.
The duo just completed a second PBteen collection for spring 2014, are working on a denim coffee table book for Rizzoli and plan to introduce a new apparel line, which is still under wraps, next year.
“It’s inevitable, and we are really excited about the next chapter,” said Current of the upcoming clothing line. “All this has helped solidify what we want to do in terms of creating a lifestyle brand.”