Brand to Watch: egg

Posted in Style
by adakallgren on 2 August, 2017

Office-appropriate attire or heavy-duty gear, AW17 saw the summer season’s frivolous frills make way for work-friendly, purposeful clothes for the girl on a schedule. Céline, Calvin Klein and Stella McCartney delivered updated takes on the late ’80s power suit fronted by refreshed double-breasted blazers, and Dior supplied their women with vintage-like blue-collar uniforms in the shape of painter jackets, boiler suits and dungarees.
Sobering suits or heavy-duty denim, that same no-nonsense frame of mind is at the epicentre of egg, a London label for grown-up clothes. Co-functioning as a brand and a slow retail concept, egg is courting those who opt out of trends and favour seasonless clothes that last for years. The brainchild of former Issey Miyake employee Maureen Doherty, egg’s clothes are often inspired by work uniforms from around the world and need no adornment. In two collections per year, Doherty deliver pieces driven by shapes, colours, materials and – above all – craft, drawing upon found objects that more often than not depart from the seasonal forecast.
Practicality is of prime concern, with the garments evolving through the year to cater for changes in temperature. Conventional fastenings like zips have been left out and the clothes are tied, buttoned or wrapped, allowing for the wearer to find their own way to wear them. A favourite amongst writers, actors and designers, egg’s wardrobe perennials put function over flounce, irrespective of fashion’s current affairs. The utilitarian, everyday uniform has once again proven a lasting feeling of now.

Brand to watch is our regular dispatch of standout upcoming labels merging ethics with aesthetics.


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