London based label Negarin showcased its Autumn/Winter 12 collection during London Fashion Week with a private film screening at Sommerset House. The short film, shot on New York City's bustling Varick Street, features a model posing amidst downtown traffic-- looking as calm and striking as on the runway.
Muted jewel tones in golds, navies and purples were the key colors in the collection. Negarin's deceptively simple cuts were made from twills and silk jersey materials and a bold geometric, triangular pattern was present on many of the pieces. Stand outs were a gold tailored blazer and shorts with matching handbag, a Grecian inspired sheath dress printed with grey and mint green triangles and a periwinkle blue and grey wool coat with funnel collar.
The label's founder, Negarin Sadr who moved to London from Washington DC has a background in economics and thus designed her label with the shrewdness of a business woman. "It has as much a commercial as it does fashion aesthetic," said Sadr.
And with her business side in tune, Sadr designs her collections with the working woman envisioned- the fabrics don't wrinkle. A beautiful godsend for us can't-be-bothered-to-iron-I'll-just-add-it-to-the-pile-on-the-floor women- this newly launched label is here to stay.