Graydn: Modern Romantic
Fall 2008 will see the return of designer Todd Magill.Best known for his vintage-inspired collection, Wyeth, Magill has partnered with Tony Graham, chief executive of DDA Holdings, to create Graydn, a new designer contemporary line. DDA also produces A Common Thread and Tailored.
Packed with clean, modern shapes and luxurious fabrications, Graydn represents the evolution of Magill’s design aesthetic. “Wyeth was more romantic,” he said. “Graydn is a departure from that. It’s more structured, more tailored. As a designer, it is important to explore.” Still, he’s holding onto the lessons he learned from Wyeth. “I had women tell me they had a section of their closets dedicated to their Wyeth pieces because they kept them forever,” he said. “That is something I want to continue with Graydn. Everything is wearable and timeless but with a more modern perspective.”
Made from washed silk, gabardine, wool, silk jersey, silk twill, silk jacquard, featherweight knit gauze, leather, silk chiffon and silk cotton voile, Graydn is luxurious and tremendously wearable. Classic shapes get a fresh lease on life. A long cardigan gets two rows of buttons, enabling the wearer to cinch the waist. A black leather trench coat features oversize epaulettes, and a fitted blazer creates a special silhouette with shoulder pads that add volume without dipping into “Designing Women” territory. Leather jodhpurs in burnt umber skin feel just daring enough to work for everyday.
A few vintage touches work their way into Graydn, something Magill said is inevitable. Delicate pleats on a washed silk frock and high-waist gauchos are a nod to his love of vintage. But overall, Graham said, the look is sharper and narrower.
Magill and Graham are going full steam ahead on their new venture. “We’re targeting ’A’ doors,” Graham said. So far, Barneys New York; Neiman Marcus; and better specialty stores, including Elyse Walker and Ron Herman in Los Angeles, have written the line. “We wanted to make a statement for our first time out,” Graham said.
The pair debuted the line for Fall 2008 with two collections clocking in at 40 pieces each. There will also be smaller Holiday and pre-Spring offerings. For Spring, Magill is excited about a collection of modern feminine silk cotton pieces that is in the works. Prints, of which there are a smattering in Fall, will be a key focus in future seasons. Wholesale prices for the line, which is produced overseas and domestically, range from $65 for knit tops to $398 for leather pieces. Most wholesale prices hover between $150 and $175. “It’s a designer mentality at an affordable price,” Magill said.
For more information, contact the Findings Los Angeles showroom at (213) 622-0717 or visit www.graydn.com. —Erin Barajas
