Sneak Peek: Leifsdottir Spring 2011

You’ve probably seen Leifsdottir at department stores like Bloomingdale’s and Bergdorf–you’ve probably also spotted it at your local Anthropologie. That’s because the label is owned and operated by Urban Outfitters, Inc.

The contemporary consumer’s love for the collection has made it a standout for the Anthropologie brand. In fact, it’s so well received that the label has decided to host its Spring 2011 presentation at Lincoln Center. I recently caught up with Leifsdottir designer Johanna Uurasjarvi, who gave me a few hints about what to expect from the label’s first big show, as well as details on its new shoe collection.

Fashionista: Can you give me an idea of the theme of the season?

Johanna Uurasjarvi: The collection is inspired by my trip to the Amazon last spring and serpent photography by Guido Mocafico. It is a study of nature–contrasting the amazingly beautiful and the darker side.

How does it feel to show at Lincoln Center?

Very exciting! We are looking forward to be part of it–it is kind of the beginning of a new era.



How it is working with Clare Richardson, who is styling the show?

Clare is very talented and I feel that she really gets the modern girl. I am looking forward to collaborating with her.

Why do you think Leifsdottir has resonated with the contemporary buyer so deeply?

I think we have a unique look. It is more of a European feel, feminine with modern edge. We also give her lot of detail and workmanship that you would normally see only at high end designer market.

We hear that you’re doing shoes next–will they be on the runway? Can you tell us about them?

Yes! We are launching shoes for this spring, and I am thrilled how they look–I took inspiration from Scandinavian furniture design for really iconic constructions that combine strong curved lines with split heels and wedges. We are doing lots of mixing of materials in neutral but contrasting tones. The shoes will definitely be in our show.