Florence Owens is the new transeasonal and transitional brand with a strong, sustainable stance from Studio K LLC and fashion-industry visual creator, Kristin Nystrom. Envisioned and put into production during the pandemic, it sets out to represent the fashion and culturally conscious, of any age, that hold a passion for refined relaxation and timeless style.
The first capsule collection entitled ‘The Vacation That Never Happened,’ is centred around the notion of ‘Apres Beach,’ and features pieces crafted from future-oriented fabrics that are open to interpretation. Each and every garment has many ways and possible occasions to make an appearance: from the Flasher Trench to the EBBA Knitted Crop, the Jazz Trouser to the Dolores Swimsuit, each silhouette is deftly designed to enhance STYLE and can be transformed from beach to a sophisticated dinner look. Effortlessly.
In order to stay true to ecological and ethical responsibilities, Florence Owens ensures that each capsule is created in limited editions, with no mass production – limiting waste – and crafted using recycled and eco-friendly fabrications. For example; the swimwear is made from ECO nylon, which is regenerated yarns from recycled material.
In addition to the understated yet elevated essentials, the website also plays host to a series of style stories and interviews, fusing the visual narrative of timeless and a conscious way to fashion, with intrigue and inquisitiveness from interesting individuals around the world.
The name, Florence Owens, takes its cue from Nystrom’s two daughters: one is called Florence - after Florence Welch - and her sister Ava, who as a toddler found it hard to pronounce, decided to call her Owens. So naturally, when creating a brand for the girl with an endless imagination and mind of her own, Florence Owens was the obvious choice.
Florence Owens is owned by Studio K, the agency under which Nystrom functions as a visual creator [photography, art direction and styling] for editorials and brands, and has clients such as Gucci, Harper’s Bazaar and Vogue. Although, this is not its first branded business venture. Childrenswear label Gardner and the Gang was launched when Nystrom was pregnant, is currently stocked in locations such as Harvey Nichols and Harrods and has been worn by celebrity kids like Harper Beckham and Miranda Kerr’s son, along with Madonna and Beyonce’s children.