I’m a Swedish superstar
By Elisa Eymery, Wandering Minds Founder and Chief Wanderer
One of my favourite fashion bloggers of all times, Ebba Zigmark, recently interviewed me about my experience as a young fashion entrepreneur for her column on inspiring personalities on Sweden’s biggest online fashion magazine, modette.se. Obviously, I was thrilled - especially given my huge girl crush on Ms Zingmark. And I’m on the homepage (for now). How cool. I’ve sent the link to all members of my family who know how to read, but they complained that it was in Swedish. Big deal. That’s what’s cool about it. Duh. Anyway, I’m sharing a translation of the article with you guys.
Here’s the link to the original article, and below, the translation.
Name: Elisa Eymery - Age: 25 - Country/city: Originally from France, but now a Londoner at heart.
Hi Elisa! Tell us a little about yourself!
I’m a 25 year-old French girl who moved to London 10 years ago. After graduating from Oxford University, where I studied Management, I started working in fashion and then management consulting. I learnt a lot, but soon became a little bit bored. I didn’t like the fact that I wasn’t given any responsibility because of my young age. I had been thinking of starting my own business for many years, and finally decided to do it properly in January 2012, after having experimented with a shop on EBay for a year.
What is Wandering Minds? What is your concept?
Wandering Minds is about going to the coolest cities around the world, discovering little stores and meeting young designers. We then bring back all the best clothes back to our online store. For us, fashion is not just about going to your local H&M or Zara and finding something nice. It’s about all the young undiscovered designers who create things in the most inspiring cities around the world - Berlin, Tokyo, London, Seoul, Sydney, Buenos Aires, Stockholm!
What inspired you to start Wandering Minds?
I was inspired to start Wandering Minds after a six-month trip around Asia after I finished university: I went to China, Japan and South Korea, where I lived for four months. I worked as an actress to make some money while traveling. What struck me during my trip was how amazing and dynamic the fashion was in these countries. There are tiny fashion stalls everywhere and through my job I met really talented young designers who have started their own labels. And I thought that the clothes looked a lot cooler (and were much cheaper!) than anything you could find in Europe.
What’s the best and the worst thing about running your own shop?
The best thing is that you get to decide everything: no-one tells you what to do, and you have the freedom to make your own decisions and mistakes.
The worst thing is the constant stress. Even when I go on a short holiday, I always think about how my store is doing, how am I going to get more money, how am I going to get more people to know about it, and how am I going to find more designers.
What is fashion to you? How much does it impact your ordinary life?
Fashion for me is about expressing oneself and having fun. I like and appreciate all sorts of style, as long as people are committed to their personal style. Fashion inspires me visually everyday - people in the streets, fashion bloggers, random photos you find on the internet: fashion makes life a lot more interesting!
What is the strongest trend’s this autumn, according to you?
Statement sweaters. I love the loose, boyish shape of sweaters, and this season sweaters are everywhere. But it has to have something special: a great colour, zippers, pleats, a crazy print!
Film Inspiration: Michelle Williams’ wardrobe in Take this Waltz
By Lucie Goulet, Wandering Minds guest blogger and wise strategy advisor
Is love best sustained by the sweet nothings that make the routine of marriage or forbidden, sexually-charged passion? Take this Waltz is actress and director Sarah Polley’s answer to this question. Michelle Williams is Margot, a dissatisfied freelance writer torn between her long standing relationship with cookbook writer husband Lou (Seth Rogen) and her new-found love for artist Daniel (Luke Kirby).
Margot is 28 going teenager, her wardrobe the most visible manifestation of her refusal to leave childhood. Converses and flip-flops are her default shoes, she favours primary colours. Despite going through emotional turmoil during the movie, her clothing choices don’t evolve, reinforcing the loop-feeling of the storyline: her personality, rather than her situation, causes her unhappiness. The movie is framed by two key bright yellow pieces: a raincoat for her first meeting with Daniel and a gingham shirt for a last heart to heart with Lou.
The crux of the movie takes place over one scorching summer and Margot dresses accordingly in short everything. Introduced in a flowy red dress, she stays true to the colour for the rest of the film, in the shape of a sports jacket worthy of the Canadian hockey team, a gingham dress, a striped t-shirt and red splashes within patterns. Red is the colour of sexualisation and infidelity and can be seen as a foreboding of her trajectory throughout the film. Blue, the colour of ingénues and Disney princesses is the other dominant hue, be it in denim or playsuits. Used interchangeably throughout the movie, both colours project Margot’s complex and indecisive personality.
New designer capsule collection and flash sale: Beny & Hizzin
By Elisa, Wandering Minds Founder
Guys, I am deliriously happy. Why? Because our latest designer capsule collection by cool Seoul-based label Beny & Hizzin has finally landed at the start-up office and is now all up online. And this only means one thing: It’s launch sale time (until Sunday night)! Because all our capsule collections are limited-edition, we never put them on sale, except when we launch the collection, so that our favourite followers can get their hands on the best pieces early in the season.
I met these guys in Seoul in February, and they were pretty impressive. Their office was full of beautiful sketches and fabric swatches, and it was an explosion of vibrant colours and unique prints. Their clothes are made for confident girls, who can pull off flowers, lace, checks and crazy prints and are not afraid to show some leg. The silhouettes are sharp and sexy and yet have a timeless appeal, with tailored high-waisted shorts and mini shift dresses that never go out of fashion.
What is most striking about their collection is the incredibly high-quality of the make. Every stitching, button and piece of fabric is perfection. The combination of the quality and sexy quirkiness of the designs make them pieces to keep for a few good years, and more!
Shop the sale now.
Ebba Zingmark loves our grey sweater with zippers
Our love affair with Swedish blogger Ebba Zingmark continues. She wore our grey sweater with zippers in one of her latest looks, pairing it with fabulous printed trousers. Admittedly our little sweater is not the piece that stands out the most in this look, but any discerning fashion lover will know the importance of having simple but perfect basics to pull off a more difficult piece like printed trousers.
Miss Zingmark, being the style expert that she is, knows this full well and cleverly contrasted volumes - a slightly loose sweater with super-tight high waisted trousers - and moods - a sportswear-inspired light grey marl fabric with edgy detailing against a colourful ‘look-at-me’ print.
Inspiration: Taylor Swift meets the Kennedys
By Lucie Goulet, Wandering Minds guest blogger and wise strategy advisor
What would you wear to meet the Kennedys? Holidaying in the Hyannis Port family compound with boyfriend Conor Kennedy (that’s Robert Kennedy’s grandson, JFK’s grand-nephew, and he’s got the family hair and look), Taylor Swift went for florals, polka dots and more florals with a few stripes thrown-in. Now we may not be fan of her music, but we’ve got to admit that we liked her youthful and vibrant wardrobe choices, perfect to meet the first American family and all the paps following them around. Cue to vintage-feel swimwear and dresses you could dance in. Think, since you can’t evoke the Kennedys without name dropping her, early Jacqueline Lee Bouvier, an American student at La Sorbonne, visiting Europe with her sister, winning a Vogue writer competition… Jackie with the dreams, the possibilities and none of the drama or heartbreak.
The great thing is, she never made the outfits look too girly, accessorising with Ray Bans here, flat shoes there, clashing colours and prints everywhere. In keeping with the retro vibe, we would have thrown in a casual blue and green crewneck stripe t-shirt as a beach cover up, a pink silky strapless floral dress for family dinners and a peter pan-collared floral blouse with hot pants for lunchtime barbecues.
What do you think of Taylor’s summer wardrobe? What would you wear if you dated the scion of one of the most legendary American families?
We’re on the French Glamour website!
A lot of excitement tonight at Wandering Minds HQ, because one of the bloggers who wore our clothes is featured in an article about France’s top 10 bloggers on the Glamour website. Glamour chose the picture where Adenorah is wearing one of our Outstanding Ordinary t-shirts, which, by extension, only means one thing…. WANDERING MINDS IS ON GLAMOUR!!
Check out Adenorah’s blog, It’s a great French blog which has had a lot of press recently as the girl has such cool style!
Trend I’m loving: the (half) tucked-in shirt/tee
By Elisa, Wandering Minds founder and Chief Wanderer
One couldn’t say I’m a ‘trend’ sort of girl, as I tend to be pretty consistent with the things I like: colours, prints, skater dresses and skirts, short shorts, and preppy separates.
However I do have changing preferences silhouette-wise, I will go from loving oversized layers to being obsessed with cropped top and high-waisted bottoms. At the moment, I’m sucker for the half-tucked/fully-tucked-in top look.
So what you do is that you take a very simple tee, or a slightly loose shirt or blouse, and you nonchalantly tuck in the front of the top into your shorts/trousers/skirt, but leave the back hanging loosely on your bottom. For a cleaner look, you can also completely tuck in the top, but leave it a bit loose and relaxed.
You couldn’t really say it’s a trend, but rather a pervasive mood, that of relaxed elegance. Stylish people across the world - men and women - seem to be sporting this look, and I’m in love.
What I love about this silhouette is that it is completely casual, and yet has a touch of old-world formality, like a dandy who partied hard all night and looks a bit worse-for-wear but completely cool.
At Wandering Minds, we’ve bought our top collection in this spirit, and thankfully the young designers whom we worked with shared our vision. To achieve this look with a shirt, I recommend our loose-fit pleated white blouse, or our loose-fit pale yellow shirt with navy collar. Team any of these tops with our navy skater skirt with zippers, which is perfectly adapted to some tucking-in action.
Here are examples of the (half) tucked-in look found on The Sartorialist, and our interpretation of it!
Wandering Minds works the look:
Loose-fit pleated white blouse, by Grace Raiment
Tradeshow season part 1: Berlin
By Elisa, Founder and Chief Wanderer
The Wandering Minds team - co-founder James, web analytics stud Denny and I (Elisa), just came back from a few fun days in one of our favourite up-and-coming style capitals - Berlin. The Berlin Bread & Butter tradeshow is always tremendous fun, as it never is just about the clothes and the brands, but about the parties, the atmosphere, the decor and the city as a whole.
Bread and Butter is held in an airport no longer in use, and the cool 1930s architecture is in itself a great source of inspiration. It has the most spectacular design features that make you feel like you’re in one of these cool airports from a 1960s James Bond movie.
For Spring-Summer 13, I believe the theme of the show had something to do with planet earth, but what stood out for me was the colour blue and tie-dying. A massive blue, tie-dyed piece of fabric was hanging from the ceiling, and everybody was queuing for a tie-dye workshop where you could tie-dye t-shirts. Having been to a tie-dye themed house party in Dalston just a few weeks ago, this tie-dye fervor came as no surprise (I realise I’ve said the word tie-dye an awful lot).
We found two great brands that we hopefully will start to work with next season, one from Denmark and one from the Netherlands, both championing paired-down aesthetics with a hint of sexiness. I’ll keep you guys updated on when/what we order from them, but I can just say that it will include the coolest parkas and the greatest leather skirt you’ve ever seen. We also found a nice bag brand (modeled by yours truly in one of the photos below), which was way too expensive, but we’ll keep them in mind.
Style Inspiration: American high-schools in 1969
By Elisa Eymery, Wandering Minds founder
James, our co-founder and genius ‘digital mechanic’ guy, may be a huge geek but he also has an extremely good eye for style. He recently sent me a link to a series of photos which had been taken in an American high-school in 1969, and we were both struck by how cool these people looked. To me, it highlighted what our style direction at Wandering Minds is all about: simple but well-made pieces which put together in an interesting way create effortless, quietly confident looks with a bit of an edge. The edge doesn’t scream at you though, it just sings in a whisper (I’m in a poetic mood today, as you can see).
The thing that I love the most in the photos is the play with proportions and lengths. High-waisted bottoms were teamed with very simple jersey t-shirts or tank tops, tucked in so as to create volume and structure. Outfits were completed by knee-high socks, reasonable but cool-looking shoes and slightly crazy accessories.
The prints were unexpected, the fabrics contrasted and the pops of colour vibrant and full of joy. The silhouettes were tailored, but in a very relaxed way, with easy shift dresses, softly structured blouses and buttoned-down shirts made funky and fun.
These young people dressed in a spontaneous and joyful way, and I think we all ought to recapture this fun, experimental and individual way of dressing everyday.