summer 2012 vm guidlines
This summer, Element Eden brings you two collections, both which have been creatively inspired by our muses and advocates, Courtney Brims and Sarah Larnach. These collections allow you to share our advocates experiences and inspirations through what you wear. We have also provided you with prop suggestions and D.I.Y ideas to inspire you to create areas within your store that best represent the Element Eden ethos ‘ Made With Love’. For additional marketing support, please contact your account manager for further info.
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point of sale support summer 2012 Suggested POS options for windows and instore, posters and light boxes will be sized and printed according to your request. Contact your account manager for more information.
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courtney brims
Ever so inspiring, our muse and advocate, Courtney Brims has influenced Element Eden to create soft dresses, delicate cami tops and dainty girly pieces. We explored Courtney’s favourite creative outlets, her wardrobe, her studio and her imagination to put together a collection that takes the direction of a daydreamer with vintage style who keeps a sketch book in her hand and documents the world around her. Artist Courtney Brims takes you off the road and into the deep woods suggestive of a fairy tale Working with pencils, Courtney creates dreamy worlds of lost girls and bewildering creatures, focusing on the beauty of nature and its dominance over time.
courtney brims KEY FA B R ICS & COLOUR S
KEY LOOKS creating a focus on dresses, detailed cami tops and soft layering pieces to capture a feminine vintage look. KEY FABRICS delicate cotton voiles, silk touch chiffon, pima cotton, bamboo rayon, organic slub jersey and textural knitwear. Yardage prints in poppies, allover polka dots, stripes and for the first time an all over advocate art print. KEY COLOURS capture your inner artist with a palette of soft hues in shades of peachy, bone, shale, slate and mint.
COURTNEY BRIMS
COLLECTION
This is a suggestion only of how to group pieces of a collection together when merchandising : your result may vary dependent on your product range
L to R:
Fluent (tee) 223119A In the Fields (dress) 223867A Gaze (cardigan) 223145A Far Beyond (tee) 223145A Divine (singlet) 223292A Ebony (shorts)* 223368A Muse (tee)* 223126A * Avenue 7/8 (jeans) 223252A * Soulful (knit) 223422A Dance Alone (shorts) 223365A Faithfully (singlet) 223288A Faithfully (singlet) 223288B Charmer (singlet) 223294A Charmer (singlet) 223294B High Tea (dress) 223868A Confetti (singlet) 223295A Enchanted (singlet) 223280A Sunny (tank) 223279A Idol (shorts) 223361D Cross Stitch (o/nighter) 223541A Milly (cross body bag) 223545A Hobby (make up case) 223664A *folded
COURTNEY BRIMS
COLLECTION
This is a suggestion only of how to group pieces of a collection together when merchandising : your result may vary dependent on your product range
1
2
Fluent (tee)
223119A
Idol (shorts)
223361E
Gaze (cardigan)
223145A
In the Fields (dress) 223867A 3
Divine (singlet)
223292A
Dance Alone (shorts) 223365A
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HAPPY FUN D.I.Y TIME
DIY
RIBBON WRAPPED PAINT BRUSHES
what you need
• Paintbrushes
of your choice • coloured ribbon • paint • hot glue • scissors.
paintbrushes are dry, you can start TWO/ Once wrapping the brushes with ribbon.
FIVE/ Three/
Hang all the paintbrushes in your shop window or installation. The size and scale of this will really make a difference, so the more paintbrushes you use, the more impact your window will have!
With hot glue gun, glue down the end of your ribbon to the paintbrush.
the paintbrush in paint. Brush out the bristles of the paintbrush one/ Dipto prevent the bristles from drying up and clUmping together.
Continue to dip all the brushes in paint and leave overnight to dry
FOUR/
Leave appropriate amount of ribbon at the end of the brush to hang for your installation.
You can use art paintbrushes splattered with paint, and wrap with twine for a more neutral effect!
NOTE/
what you do one Cut circles from the book pages. The size of the circles can be based on what you prefer. You can use a glass cup as your template. two After the circles are cut, you’re ready to glue; we used regular craft glue. three Use little glue as possible, a tiny dot in each square corner of each piece of paper. Starting from the bottom of the lantern, layer the circles on top of each other
you what need
four
Continue until the whole lantern is finished, and then hang with neon coloured thread!
PAPER LANTERNS - FROM IKEA OR $2 SHOPS -
VINTage books - FROM op shops -
scissors
graft glue - dries clear -
neon twine / rope - from bunnings? -
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three
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Watercolour dip dye Garland ou what y need
• heavy absorbent watercolour paper • small shallow tubs • water colour inks • twine.
3.
1.
4.
2.
Step 3. Dip each rectangle peice of paper in tub of clear water in indvidually. Ensure paper is fully soaked through.
what you do Step 1. Cut the paper into rectangles.
5.
Step 2. Mix up about a centimetre of ink in different colours and strengths in each tub, and also a tub of clear water.
Step 4. Once dipped in clear water, dip the paper in the coloured water colour ink, and let the ink soak through the paper to reach desired effect. Step 5. Once you have dip dyed each rectangle, leave to dry over night. Step 6. Measure up desired length of twine . Fold the top of edge of the paper over the twine and stitch or glue down. Repeat with all paper rectangles to complete the garland!
6.
GENERAL PROP IDEAS
sarah larnach
Gritty, cheeky and intriguingly talented visual artist and DJ, Sarah Larnach has influenced Element Eden to create pieces for Summer which take a slightly playful tomboy direction, with looks influenced by old fashioned female explorers. Sarah’s intrepid lifestyle and love for summer time camping and hiking adventures have shaped a collection of a soulful traveller with music in her heart. Sarah Larnach is a visual artist and DJ, best known for her watercolour and ink drawings. Her illustrations are sweeping and dreamlike and her watercolours are delicately dirty. Her illustration ‘Gondwanis‘ featured in our collection is inspired by old world maps and antique book plates and narrates a story of a brave and intrepid adventurer, much like Sarah Larnach herself.
sarah larnach
KEY FA B R ICS & COLOUR S
KEY LOOKS fresh silhouettes are styled with a playful edge to capture the girl who wants to add a more quirky feel to her look. Tie on a scarf, pack a picnic and head out into the wild, every step you take will lead you towards an adventure. KEY FABRICS soft draping modal bamboo jerseys, cotton mesh panelling, cut work embroidered rayon, vintage light weight denim. fabric prints have been inspired by old world explorers in floral & paisley designs. KEY COLOURS introducing some unique brights in teal, spice & crimson perfectly balanced with a muted palette of shale, vanilla and ebony.
SARAK LARNACH
COLLECTION
This is a suggestion only of how to group pieces of a collection together when merchandising : your result may vary dependent on your product range
L to R:
Frivilous (dress) Creedance (dress) Fiery (jumpsuit) Ace (tank) Gondwanis (tee)* Safari (pants)* Idol (short)* Nikita (short)* Liveyoung (short)* Retreat (tank) Summer Time (singlet) Tropics (shorts) Paradise (dress) Hunter (tank) Protect (tank) Font (singlet) Font (singlet) Idol (short)
*folded
223865A 223870A 223869A 223297A 223115A 223251A 223361E 223366A 223364A 223293A 223291A 223367A 223863A 223285A 223277A 223281A 223281A 223361C
SARAK LARNACH
COLLECTION
This is a suggestion only of how to group pieces of a collection together when merchandising : your result may vary dependent on your product range
1
Protect (tank) Idol (short)
223277A 223361C
2
Creedance (dress)
223870A
3
Ace (tank)
223297A
Liveyoung (short)
223364A
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HAPPY FUN D.I.Y TIME
butterfly j a r s
you will need • • •
Mason jars/ jam jars, • decorative butterflies (we purchased ours from spotlight), • fine gauge wire, • •
scissors, sticky tape, picture hanging wire, fishing line.
1. Decide on placement of butterflies
4. Sticky tape ends of wire to the lid of the jar.
5. Insert butterflies into jar and tighten lid.
2. Measure up required length of wire to hang butterflies in jar.
3. Insert wire through butterflies and twist wire to secure.
7. Loop the desired length of the wire and twist to secure on the other side of the jar.
8. Ensure the wire is securely in place.
6. Next you will need to create a loop with the picture hanging wire around the neck of the jar to be able to hang the jars. Circle the wire around the jar, and twist to secure.
9. Thread fishing line through the wire handles and hang in desired positions. The size and scale of this will really make a difference, so the more butterfly jars you use, the more impact your window will have!
Note: You can also stack these butterfly jars on shelves for a different look!
• branches, • several ribbons • pliable metal wire, • string • tape • scissors • ruler • pencils • printable maps (attached)
What you will need
PAPER PLANE MOBILE How you do it Step 1 print out the attached map pa ges or find some maps at the opshop Step 2 follow the instructions for plane folding attached Step 3 Cut string into varying l engths and tape one end in the middl e of each airplane. Tape airplane wings shut with doubl e stick tape for a neater look.
Step 4 Gather branches into a snowflake sh ape to make mobil e. The middl e of each branch should be overlapping in the center. Take a piece of wire and wrap it around the middl e of branches going in and around each branch until structure feels secure. Step 5 Tie ribbons to the center of mobil e and tie airplane strings from branches. Be sure to nicel y trim ends of ribbons. Step 6 Attach string to mobil e and h ang from ceiling.
Step 1. Start out by finding a pretty
Upcycled Magazine Page Butterflies
WHAT YOU WILL NEED: MAGAZINE PAGES, STRING, SCISSORS.
picture in your magazine that you will turn into the butterfly's wings. Cut your soon-to-be-wings paper into a square.
Step 2. Start accordion-folding the page back and forth, like you were going to make a paper fan. The tighter you can get the folds the more texture your wings will have.
Step 3. When you have the paper all folded up, pinch it Step 5. Next, fan out the folds as big as Step 6. Thread fishing line or fine thread in the middle.
Step 4. Secure it with a pretty colored string or ribbon.
you can, and start to shape your wing.
through the butterflies to make a pretty garland!
GENERAL PROP IDEAS
for any questions please contact your account manager.