Friday, March 07, 2008

Weave the Daydream ... Geren Ford

How often do we experience cinematic moments in our lives? Once? Twice? Or maybe none?

Imagine if there is a brand of clothes that could take you to that moment without having to be physically there, if you know what I mean.

At Geren Ford, such feel could be turned into reality, literally. The story of Geren Ford began six years ago by Geren Lockhart.

Raised between Northern California and New York City, Lockhart studied at the renowned Parsons Institute New York and Otis before landed a job in advertising field. After being in the industry for 12 years, Lockhart decided that it was her time to leave the field and go on with her dream of launching her own fashion label.

Applying the "ready to wear" process which she acquired during her studies at Parsons into simple but painstakingly designed pieces, the outcome was a new and trendy clothing line known as Geren Ford, a label that sports a level of sexiness akin to sitting on a chaise lounge in a chic Parisian hotel room while viewing the majestic Eiffel Tower, or just relaxing by the beaches somewhere far from your usual hectic life.

For spring/summer, the feel is relaxed, carefree, and living your life to the fullest. Imagine yourself being in the sunny side of California with friends, walking under the shady palm trees while marveling at the stars on the Walk of Fame.

Spend your daytime at the chic Los Angeles downtown in an eclectic range of tops and dresses, such as halter neck paired with shorts, strapless turquoise smock with panels, or simple tank top with grayish three-quarter pants.

As the Californian sun sets, put on the marvelous dark gray minidress with lace-trimmed sweetheart neckline, gathered bodice, and sash around the waist or black halter dress with flared hem before heading down to Nobu or Spago for a romantic dinner for two.

Other must-have pieces are blue sweater with elbow-length sleeves, tailored pants, bohemian off-shoulder dress with ruffled neckline and skirt, Grecian goddess-inspired printed mini dress with gathered waist, capped sleeved top with straight ruffled collars, and plaid loose pants.

Geren Ford's spring/summer 2008 ready-to-wear collection is available now at Maizen Maison and Maizen Parkson Pavilion, KL.

*Photos courtesy of Geren Ford.

Maizen Maison - 112, Jalan Maarof, Bangsar Baru, 59000, Kuala Lumpur; Parkson Pavilion, Pavilion KL, Jalan Bukit Bintang, 55100, Kuala Lumpur.

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