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The Third Line

Flora is finished and will be coming out at Spring Market this May!

The turnaround period for this line has been ridiculously quick… and I feel like I’ve been running on fumes since our final strikeoffs arrived. Usually, a line will be finalized a couple of months before Market, but this one had some issues with the screenprinting and it didn’t make it our way until a couple of weeks ago. So we’ve been running around like crazy people trying to get everything finished up in time for Salt Lake City!

The final group is made up of 30 total fabrics (9 patterns in 4 different colorways).

I’m not really sure how we wound up going in this particular direction, stylistically… but the process of creating it felt very un-forced… almost organic.

Which is nice, because I generally find that with larger projects, such as this… I require a lot of coaxing and cajoling… to get my brain geared up for something so big. But with this line, ideas and inspiration just flowed freely.

Moda said that we should shoot for a more generic theme this time (unlike our last line that revolved around cuckoo clocks… a theme that is super specific), so we went with flowers… which is pretty much the go-to theme when it comes to fabric. Because, well heck… flowers are pretty… so that’s what we did.

But just doing straight-up flowers seemed a little boring and cliché… so we beefed this idea up a little by going with more of a secret-garden theme… that has fun little surprises hidden throughout.

And as the drawings began to come alive… we noticed that a number of them… began to give off this sort of English Tea Room / Victorian Wallpaper sort of vibe… with a somewhat retro flair (though very subtle).

Which felt right to me. Our first line was wild and organic in terms of its subject matter, so we opted for an Art Nouveau inspired style of illustration… The second line contained Cuckoo Clock/Swiss Alps features… so we went with a Swiss/folky/Hex-Sign style of drawing.

So for a secret garden theme… Victorian wallpaper felt like a pretty natural jumping-off point. And from there, we expanded that system to create our final line… which in my opinion, rounded itself out rather nicely. It’s structured yet organic… it’s complex and intricate, and it has a very decorative sort of whimsy, that begins to show through after a bit. And with this line… I feel like the colors are spot on… they’re rich and vibrant, and each of the fabrics dance together quite well when combined.

And that’s about it… I’m pretty pumped to say the least, and I can’t wait to see everything at Market…

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  1. Sophia
    Posted July 19, 2011 at 2:02 pm | Permalink

    WOW!!! This fabric is so beautiful!!! I can’t wait to get some!

  2. Posted May 29, 2011 at 12:19 am | Permalink

    Hey girls! So, I’ve been meaning to stop by since I got back from Market and just say how lovely it was to chat with you both. You are just so fun! Glad I finally had a chance to get to know you both. And that you let me cut in line. I still feel guilty about that.

    Remember, I’m just an email away. :-)

    • Posted May 30, 2011 at 8:03 pm | Permalink

      Hey Camille! It’s good to hear from you!

      We, too, really enjoyed meeting you at Market… and getting to know you better. You cleared up SO much for us… and so thank you for being that cool and down to earth! :) Things seem to be a little less overwhelming now.

      (You more than made up for the line-cutting!! LOL!)

      Anyway, we’re just an email away too! So don’t hesitate!

  3. Posted May 4, 2011 at 1:51 am | Permalink

    It’s really, really pretty! I’ll be looking for it at Market!

  4. Beverly Atkins
    Posted May 2, 2011 at 3:27 pm | Permalink

    It looks delicious!!!! Can’t wait to bring home a little of that dessert soon!

  5. Posted May 2, 2011 at 12:27 pm | Permalink

    Gorgeous! Love the colors.

  6. Posted May 2, 2011 at 12:33 am | Permalink

    This is gorgeous!

  7. Posted May 1, 2011 at 11:56 pm | Permalink

    Oh great Sherri! Maybe we’ll run into you. :)

    And thank you!!

  8. Posted May 1, 2011 at 11:23 pm | Permalink

    Can’t wait to see this beautiful line!

  9. Hope
    Posted May 1, 2011 at 9:43 pm | Permalink

    wow they look greatttttt. U know I am really into Salong, these will look great as Salong. I can finally try some on Fire Island this summer. Here’s my address for you to ship me some. (oh you already knew my address )

  10. Posted May 1, 2011 at 9:10 pm | Permalink

    It’s gorgeous! I’ll be at market…can’t wait to see it in person!

One Trackback

  1. By Cutting the (Par)cheesie « Bending Pins on September 11, 2012 at 4:40 pm

    [...] spent the entire day cutting my stash of Flora by Lauren & Jessi Jung for Moda to make a Parcheesie quilt, pattern by April of Prairie Grass Patterns. This pattern [...]

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