THE EXCLUSIVES: EDIT

Words: Leila Petersen | Images: Supplied

The secret to effortless style? Investing in pieces that bring a fresh, new perspective to the needs of a modern wardrobe while improving on your individualised capsule of essentials.

This is exactly what the designers at Edit aim to achieve with each curated collection. From easy-breezy dresses that work just as well for workdays as they do for weekends to basics that are engineered to keep you cool as the days heat up; allow our label to guide you in creating a wardrobe you will return to again and again.

Buyer for Edit, Jamie-Leigh Daniels, expresses excitement over the “variety of styles we have in natural fabrics.”

“Linen blends and sustainably sourced cotton across the most relevant shapes for summer” add to Edit’s timeless appeal.

With a well-curated wardrobe filled with contemporary separates and hard-working essentials, getting dressed is easy for the Edit women. Always in a charming blouse or pretty dress, she breezes from her morning Zoom meetings to the afternoon school run with ease.

And on weekends, you can find her frequenting her local breakfast spot or the farmers market in more casual silhouettes - think linen shorts paired with soft tees, which she’ll often pair with cool sneakers.

For a closer look at the Edit label and which pieces you’ll be returning to time and time again this season, we reached out to Team Edit.

Here’s what they had to say:

Describe the Edit personality.

The Edit woman is refined, polished, accomplished, considered, and ‘well put together'.

When designing, do you have an ideal Edit woman in mind?

While the pandemic has impacted the way we dress nowadays, we are designing for modern working-from-home women, who consider comfortable and classic silhouettes (at affordable prices) key. She also loves spoiling herself with an occasional on-trend splurge in the form of an amazing print or bold colour.

What are the key pieces/colours/silhouettes the customer should consider adding to their wardrobes this summer season?

Key pieces for summer are all about go-anywhere femme maxi dresses in details she loves, including tiers and textures. Favourite seasonal prints include beautiful tropical prints both in bold and soft styles with the occasional bold abstract print. Classic linens and cotton for cool summer-ready, live-in silhouettes.

Could you give us insight into the design process? From start to finish; how do you decide which pieces will go into production and form part of the collection?

Firstly, we are introduced to the key themes for the season via a trend forecast presentation. We do a post-seasonal analysis to see which items were popular, what sold out, and the customer added to their cart or wishlisted most. From there, we build a range based on items that traded well in the previous season with updates to the best sellers and the addition of new key fashion items.