story by Seth Friedermann
photos by Stephen Bodi
web editor Rachel Reneé
London-based designer Negarin Sadr’s aims in the fashion world are fairly clear. The text on her website speaks of “the busy woman on the go” and “reasonable prices.” Negarin is a market-driven and focused label, and the clothes are designed to hit that spot towards the upper end of what is known as “contemporary.” As such there was a strong focus on some trend-driven elements such as color blocking, shorter lengths, and comfortable cuts. However… there was more going on with this collection than immediately met the eye.
Ms. Sadr’s tailoring was very, very clever, and her detail work on waists, cuffs, collars, and sleeves showed a fairly sophisticated understanding of fabric manipulation and control. A cobalt blue coat was created so that the vertical yet asymmetrical split of the bottom flaps perfectly bisected the lines created by the top placket, restoring symmetry to the entire design. That is an excellent bit of design, and such intelligent touches were present throughout the collection.
Another stand-out example was a soft pastel color blocked short dress with a triangle motif. The minor asymmetry of the draping was a nice but common touch, but the creation of a gentle peaked cap sleeve with the use of two separate angles was an outstanding bit of construction.
Negarin joins a growing number of other designers in the contemporary category who give you a lot more imagination and design elements than used to be found at their price range. Overall the collection was solid and has great market appeal and should do quite well. I do hope however that in coming seasons Ms. Sadir perhaps pushes the envelope a bit more into some flights of fancy that she is so obviously capable of launching.
