Q and A with David Lennie
Two very clean and clear reasons:
1.The excellence of the designs allows for great flexibility in the use of colour. Most "normal" designs are constructed for a specific use, including colour, and often only work within that colour band.
2. Signature Print's (often bold) use of actual colour. Possessing both short and long-run print facilities allows Signature Prints to look forward and experiment with colours - playing visual games with their companion colours without committing production to high stock commitments.
The time and era in which Florence Broadhurst lived "Asia" was when high fashion and culture (and perhaps decadence) was the ultimate, and this certainly is reflected in the construction of the designs. Link that, in the year 2011 - 2012 with Signature Prints’ capacity to lead rather than follow fashion with strong use of usable colour, and the result seen now on an international arena is "modern".
The fascinating thing from within is that at times we feel we have only just begun!
What's the appeal of this particular look at the moment?
All over the globe (and increasingly situated in the depths of Asia) are factories pumping out metres and metres of safe wallpapers and fabrics and, guess what? The international market is getting bored. The world has changed and the home has become a much more important playground in which people play. Theatre thus comes into the equation and people need a stage upon which to perform. I know of no better theatrical prop than Florence Broadhurst fabrics and wallpapers to set the scene for Act 1 - be it a home, office, nightclub or a hotel space
Please also let me know if there are any relevant new launches around this story?
Yes, Kate Spade New York is our biggest collaboration to date. We are teaming up with this iconic brand to present 12 Florence Broadhurst designs for their year of pattern. Interestingly enough their focus is the Asian Inspired Japanese Floral which appears to be one Deborah Lloyds (creative director Kate Spade New York) favourite designs. It is mine too.