A Moment with Parameter, Sine, and Laila

I only spent about 4 months in Sydney, but somehow the Aussie connection and sensibility follows me everywhere, which I happily invite into my life since Aussies have such an enthusiasm for success, creativity, and happiness. Aussie girl Micaela Ezra, the designer for three, yes three, fashion lines (Sine, Parameter, and Laila) exuded that exact sensibility yesterday when I met with her to discuss the new Spring/Summer collections. She and Maytal Sharifi, the owner of the three lines and the brains behind their business and marketing, sat down with me to chat about what makes their lines stand out in a very crowded and sometimes over-priced market.

First lets start with the basics: What are the differences between their three lines?

Parameter: the lower priced line composed of tons of jersey and lots of easy to wear garments all under $110.

Sine: the more trend driven and fashion forward line which holds a price point of around $120-$265 and is my personal favorite.

Laila is the evening wear/cocktail version of the two above. There is no elaborate beadwork, but more flirty prints and flowy shapes with a fantastic price of under $500. Perfect for anything from parties to weddings (in fact, the dresses are so cute that girls have been clammering to order them for bridesmaids dresses)

Each line reflects the duo's personalities and they swear they wouldn't put anything out on the sales floor without wanting to wear it themselves. What a great way to edit down a collection considering these two girls are both super young (28 years old) and uber glamourous, flirty, and fun. They rely on the philosophy that their company exists to give a gift to someone who purchases their clothing. Their clothes are meant to put the customer in a positive frame of mind when they walk out the door and set the tone for their day, allowing them to enter into their own sphere and feel the spirit of the garment.

You can see Micaela's Aussie roots shine through in each collection. Years spent scouring vintage markets at Bondi Beach and Paddington and the Aussie sense of easy, breezy clothing have influenced her choices of whimsical prints and perfectly picked color. She sums up her designs nicely by saying, "Slip it on, zip it up, and you just feel like a goddess".

Check out the video below to see Micaela walk me through Sine's Summer collection! Confession: the beginning is a bit wobbly so my apologies. I think I can rule out being a surgeon as a career path, but you do get a great sense of how cute the line is. You also hear me say "oh that's cute!" like 1200 times.

Untitled from Lindsey Calla on Vimeo.

Check out the lines at Bloomingdales and Anthropologie!

For more info:

www.sineny.com

www.parameterny.com

xoxo,

SG