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Generra Looks to 'Snow White' for Inspiration

by Lisa Marsh (Subscribe to Lisa Marsh's posts)
Posted Feb 12th 2010 at 11:41AM  
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Generra sketch new 2010 collection

Meet the new Generra. Sketch courtsey of Generra.

Anyone who came of age during the '80s and early '90s remembers the brand Generra, probably fondly.

The collections started as colorful and oversized knit and woven pieces which were worn by teenagers and young adults. Fast-forward 20 or so years, and the brand is on the verge of a major comeback.

Designers Swaim and Christina Hutson, formerly of Obedient Sons & Daughters, have taken the helm of the brand, that has previously attempted to reinvent itself.

Swaim and Christian's inaugural collection will make its debut tonight (Feb, 12), but the design duo made time to chat with StyleList about their new direction for Generra.

StyleList: Tell us about your inspiration.
Christina Hutson: The inspiration came from "Snow White," hence the animal heads [on sketches]. We used the background of "Snow White." The Seven Dwarfs are the color inspiration and the prints were inspired by the films backgrounds. There's a blurred forest print, a multicolor floral and a tree print. Since we're relaunching the brand, it's also a bit of what Generra was originally -- bright and optimistic and casual. It's a warped combination.

SL: How is it different from designing for your own brand?
Swaim Hutson: We know Generra, and what we see for Generra is different than what you'd see for our namesake brand. I think with any project that Christina and I take on outside of putting out our own brand, we adapt to that situation, that brand and what we think that brand message should be. With Obedient Sons, we always had a sense of humor, but it was more tailored and it had a higher design approach, whereas Generra is more casual. That's what we think Generra stood for in the '80s and what we think Generra should stand for today.

SL: What are your favorite pieces?
CH: My favorite is the pull-on chiffon Henley dress. All of the wovens have stretch or elastic and are easy to put on. It's a flow-y dress that has a snap front.

SH: I love the casualness of the suitings, and the drawstring cargo pants and chunky sweaters for men are nice.

And check out other favorite '80s fashion lines' recent revamps.

Read All Comments
Filed under: Fashion, News, Designers & Brands
Tags: 80s fashion, christina hutson, generra, Interviews, Relaunches, snow white and the seven dwarfs, swain hutson
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