Velveteen SS17 collection

This spring summer sees new pastures green for Velveteen SS17 with their first ever presentation of both ladies and childrenswear. Get your cowboy boots at the ready as the Californian inspired label takes us on a gauchoesque journey across the open plains. Feminine lace, earthy tones and a flash of gold.

“My vision for Velveteen has always been based on my childhood memories of growing up in the agricultural heart of Southern California. We grew up riding horses in the fields and chasing waves on the beach. The SS17 Collection was inspired by these lovely memories of summer holidays spent with my sister in the dusty open fields of California exploring hidden pathways and sharing secrets. I love how easy this collection is to wear yet it still looks so sophisticated and fun without being fussy.” Laura Eglofff

Velveteen SS17

Velveteen SS17 shoot credits

Location – shot at a ranch in upstate New York.

Photography by Zoe Berkovic @zoeberkovic

Velveteen was founded in 2012 by Creative Director, Laura Egloff. California born and New York educated, Laura has made her home in Hong Kong for nearly a decade with her Swiss husband and two small children.

Velveteen is sold across 20 countries worldwide through more than 100 points of sale.

Katie Kendrick

Katie is a specialist in kids’ fashion and lifestyle, editor, consultant, content creator, and owner of Pirouette - a leading resource to the industry.

With a keen interest in both the business and creative aspects of the industry Katie has interviewed buyers, agents, stylists, designers, influencers, covered runway shows, produced trade show reports and curates thought provoking and engaging exhibitions.

She is passionate about good design, creativity and brands that manage to combine this with their environmental responsibility.

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