Generra Spring 2010

Where & When: Friday, September 11th from 6-7:30 p.m. at 415 W. 13th Street
Runway Recap: After consulting on this collection, designer Swaim Hutson (formerly of indie favorite Obedient Sons & Daughters) has taken over as creative director at Generra, which I think is a smart move. I feel like Generra often gets lost amidst similar contemporary labels (like Theory or Vince), so giving it a quirky-smart aesthetic will help it stand out from the pack. A little bit city, and a little bit country, Generra mixed ditsy floral prints and chambray with versatile jersey dresses and linen separates. The neutral palette makes it easy to work these pieces into your wardrobe; these are the kind of items you buy at the beginning of spring and find yourself wearing all the time, straight into fall.
Standout Look: This spaghetti-strap tank is perfectly cut--neckline not too low, body not too tight--and the pleated, slouchy-skinny pants (which, as I've said before, I've been seeing everywhere this season) are cut to flatter with a just-right proportion. Think of them as two staples that become a blank canvas for your spring/summer look.
Bonus Points: While runway strutters get all the glory, the models who have to stand around for several hours at presentations deserve some respect too. I was at this show toward the end, and when no one was watching, the models started wiggling around and dancing--reminding you of the fact that when they're not making their vacant death-stare face, models are sweet teenage girls. And speaking of sweet, I thoroughly enjoyed the rosé and macaroons served there.
Where to Buy: The brand-new Generra store at 823 Washington St. in the Meatpacking District (whose opening I didn't make it to last night--sorry!).

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