Firefly embraces its bohemian origins for new collection
Apparel brand Firefly has gone back to its roots with the return to a bohemian style for its 2014 transeasonal range to be launched at the Sydney Home & Giving Fair this February.
The new collection will also feature the introduction of new dress styles including the Madeleine, Boho and Allanah dresses which will sit alongside signature favourites Annabel, Tyra and Bryn.
“For our winter 2014 range [Firefly director] Wendy Morton has gone back to the original concept of Firefly as a very bohemian, hippie chic look with echoes to the 60s and 70s by using earthy colours and retro prints with embellishments and embroidery that are a direct nod to the swinging 60s and flower power feel of the peace and love era of the 70s,” says Kelly Malkin, Firefly general manager brand and marketing. “This season’s shapes combine an organic feel with colourful, detailed, folk-inspired pieces with simple, modern twists.”
While Firefly is known for its bright retro prints, this collection has more subtle colours such as rust, chai, petrol, violet, cherry and black with snowflake, Aztec stripe and cloud prints.
“Firefly is renowned for being on-trend yet easy to wear. These styles are silhouettes that every woman can wear, they can be thrown on easily for great daytime pieces taking you from desk to date, shop to school run and of course the weekend getaway. Flattering yet functional without awkward buttoning, zips or clasps, the 2014 transeasonal collection is a treat to wear.
“Firefly has always been distinctly boho but no more so than now with our latest transeasonal range. The look compliments the season we are designing for and therefore the best advice is get it while you can… next season’s collection is a completely new story,” adds Malkin.