Rory Beca
Bold prints and beautiful fabric choices have garnered designer Rory Edelman a slew of fans in a relatively short time. Designed and produced in Los Angeles, Edelman’s line, Rory Beca, embodies a chic, youthful sensibility with great details and a versatile look. Intermix, ShopBop, Barneys New York and Nordstrom are among the retailers carrying the relatively new contemporary label. The young designer describes her target customer as a woman in her mid-20s to early 30s. “She is the type of woman who loves to travel, has a lot of character and is very confident,” she said. “And above all, when she walks into a room, she has a presence about her.”
Prior to launching her first collection, Edelman studied at St. Martin’s School of Design in London and the Boston School of Design. Her career in fashion started with a line of hand-knit scarves that were credited in the 2003 “Best of L.A.” issue of Los Angeles magazine. Working alongside designer and stylist Debra McGuire, Edelman had instant access to Hollywood stylemakers. McGuire bought the scarves for placements on the television shows “Friends” and “Crossing Jordan.”
Edelman soon launched a capsule collection of one-of-a-kind scarves and tops made from rare yarns and vintage fabrics. The buyer for Henri Bendel took notice, and Edelman’s designs sold out at two trunk shows in New York. Subsequently, the collection was expanded to include one-of-a-kind dresses designed for red-carpet events.
As for how the line has evolved since the official Spring/Summer 2006 launch, Edelman says the biggest change has been the merchandising. “In the beginning, it was an item-driven collection, and now it is a full collection with fashion sweaters, embellished dresses, pants, jackets, etc.,” she explained.
Edelman’s color choices, even the bold neutrals, and her printed fabric selections are part of what sets her line apart. Versatility and comfortable silhouettes are also vital components of the designs. She has developed an elegant, V-neck style that translates beautifully from long sleeves to three-quarter length and short sleeves, as well as a chic tank. The tunics can be dressed up or down, worn over jeans or tucked into trousers, as well as worn alone as short dresses. “Everything is a simple, easy fit,” she said. “It is not just a beautiful piece that looks good on the hanger; it also looks good on the body. The same top can be worn to a farmers market and then to an elegant dinner. Plus, you can wear my pieces in different ways—as a dress or over pants, with a belt.”
For Spring 2008, Edelman will continue with the tunics and dresses that have become signature elements of the line. Additionally, she is introducing some other casual-chic items, including a high-waist trouser and sequined sweaters. Highlights in the Spring 2008 collection include a deep-V tank dress in a rich milk-chocolate hue, an eye-catching magenta frock, a shimmery champagne-hued tank dress with a slight bubble hem and a romantic rose-print tank with Edelman’s signature pleated, deep-V neckline.
In keeping with her established look and special attention to detailing, vibrant prints and flowing fabrics will remain as key qualities of the line. The Spring palette includes what Edelman described as “romantic, sexy colors,” such as magenta, merlot and cocoa. Divided into two collections, the Spring 2008 line will include new fabrications in addition to her already popular silks and silk jerseys. Printed silks and crepe de chine will be new for Spring 1, and silk charmeuse is used in Spring 2. These romantic fabrics are the core inspiration for the new collections. Edelman described Spring 1 as “very soft and feminine” while Spring 2 is “very sexy and bold.”
A gold metallic lace short-sleeved dress, a swing jacket, an off-the-shoulder tunic, a dress with a sash belt and a jumper were among the top-selling pieces from the Fall 2007 collection. “The Rizzo,” a three-quarter-sleeve tunic dress, is one of the signature pieces that will remain in the line. For the Spring 2008 season, Edelman added sequins to the collar and the sleeves to refresh the look.
Edelman will be featured at Nordstrom at the “Emerging Designers” event on Oct. 18 at The Grove in Los Angeles. Wholesale prices range from $85 to $300. For more information, contact the Community Service showroom at (213) 624-0824 or visit www.rorybeca.com. —Dena Smolek
