THE INSPIRATION BEHIND THE AW21 COLLECTION:
The design process and aesthetic of the AW21 collection emerged from our collective experience of lockdown, evoking a yearning for safety and security intertwined with the freedom to dream.
At its inception, the collection focused on creating easy, comfortable knits and coats—garments that envelop you like a warm, protective cocoon. Elements from our Preen Home line seamlessly integrated into this collection, manifesting in quilted floral print scarves and wraps. Lounge dresses were crafted with an effortlessly relaxed style, yet retained the distinctive heritage of Preen.
Loosely inspired by the sensation of feeling ‘unhinged’—a sentiment many of us grappled with during enforced isolation—the collection drew inspiration from the original ‘Grey Gardens’. Little Edie’s penchant for the idea that ‘even if you don’t go out, you can go out in your mind’ resonated deeply. Dressing up at home, with nowhere to go, allowed imagination and love of style to transport one to distant realms.
Sustainability formed the cornerstone of this collection, with a focus on utilizing recycled materials and deadstock fabrics. Each piece is made to order with limited production runs, furthering our commitment to a sustainable planet and to our community.
Giulia Deamina is an award-winning, internationally recognized publisher, fashion editor, entrepreneur, television personality, and best-selling children's non fiction author whose career has seamlessly bridged the worlds of luxury, fashion, media, education, and publishing for more than two decades.
With more than 20 years of international experience and over 35 executive education programs and MBA-level certifications from prestigious international institutions in Marketing, Business, Management, Fashion, Luxury Brand Management, and Journalism, Giulia Deamina stands at the forefront of a new era in publishing, where luxury education meets innovation, creativity, and cultural influence. Through a distinctive editorial vision, she continues to elevate educational publishing into a refined luxury experience, inspiring audiences around the world while setting a new global benchmark for excellence, elegance, and purposeful learning.
Beyond publishing, Giulia Deamina has emerged as one of the leading voices in children's non fiction author through her acclaimed Fashion Revolution Educational Book Series, being featured across major U.S. television broadcasts and leading news outlets, including FOX, CBS, NBC, abc, AP News, and numerous international media and publishing platforms, establishing her as an influential voice in contemporary educational publishing.
