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The wonderment of Flow


NEWS
Filed by Tamara Madison/February 24, 2015/12.46




There’s nothing like a carefully plated delicious meal that will get conversation started at the dinner table. Food generally brings families and friends together, and like food, fashion tends to gather hungry crowds just the same. A room full of thirsty appetites, whether desiring a glass of shiraz or craving a fresh take on classic silhouettes is all digested best with a dose of sustenance.
   Flow, a burgeoning fashion label founded by two sisters, Victoria and Veronika, understands how to design in harmony. Their Belgian–Ukrainian label, not to be confused with the Malaysia-based clothing retailer of the same name, embodies the art of creating just the right amount of what the Swedes call lagom, and it shows throughout their collections.
   Pieces are not overly designed. Instead, garments are braised predominantly in pure silk and cotton, then enriched by colour or finishing shape. The sisters experiment with volume, whilst using the unconventional as an undercurrent in designing. The result is a pensive (spring–summer 2015) collection full of playful prints with child-like embraces, Japanese-inspired shapes, and a modern perspective on sportswear.
   The designing pair has managed to produce a smörgĂ„sbord of distinct and charming garments to satiate fashion palates, especially if it favours edgy, artful, and quirky styles. Nonetheless, the pleasant appeal of a Flow garment might also be the fact that it can be worn by diverse women. ‘The most essential is to have that “special something” inside of you. That feminine, sensitive and elegant, yet kindly ironic thing that is very Flow. It is more about chemistry and common wit,’ the designers said, regarding the Flow woman.
   So, what’s the secret to the flourishing brand? Well, their approach to design is much like a gourmet recipe, using key ingredients to craft a tasty and well balanced dish to savour. Their main course is just also served with a side of passion, meticulousness, and confidence. And, like your grandmother’s recipe secrets, when it comes to the artful process, they prefer to keep it close to home.
   In fact, the sisters are involved in all aspects of the design process. However, having just under a dozen people in their design team certainly helps. ‘When we seek new co-workers, we primarily seek professionals who can become new members of the family. Creation of a collection is a group process and mutual understanding has great influence on the result,’ the designers confessed.
   In their spring–summer 2015 collection, you will see a palette of red, white, and blue with accented colours that look as vivid as a fresh floral bouquet. Pieces like the pyjama-esque silk garment with kookaburra bird drawings are eye-catching. The line is full of sprightly, sophisticated sportswear with a contemporary gracefulness that’s hard to ignore. But, that’s mostly because of the designer’s underlining influence, including the Ɠuvres of Niko Pirosmani and Ivan Semesyuk. ‘The spirit [of the line] is childish and patrician at the same time,’ the designers said.
   Flow’s offerings come in a range of styles, with pieces that can easily be translated into workwear, or casual elegance for the avant-garde art enthusiast. There are silhouettes for the classic fashion darling, as well as separates that exemplify opulence at its very core. The designers have fused a nourishing concoction of culture and art, creating a smart fashion paella, all which seems to give them a discerning compound of depth and simplicity.
   The young brand’s maturity in execution and outlook is well seasoned. And, with only a handful of collections under their belt, there’s much that they have already learned from having a fashion business. ‘It requires lots of time and enormous sources of energy … true fashion is always about the dream, the feeling, and the humanly approach,’ Flow said.
   You may view Flow’s upcoming autumn-winter collection at the BeNext showroom during this Paris fashion week, and at the TranoĂŻ exhibition shown in Milano.
   For more information, visit www.flowthelabel.com.—Tamara Madison



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