Again: Contemporary Take on Rock ’n’ Roll Style
Before launching her women’s apparel line, Again, in 2011, designer Amber Kekich-Purling spent two years as a denim designer for Rock & Republic.
The rock ‘n roll aesthetic continues to inspire Kekich-Purling, whose latest collection is inspired by musicians David Bowie, Boy George and Madonna circa 1986. Kekich-Purling started with each performer’s style then translated the looks for the modern customer. For example, the collection includes a starlet-red peplum dress, as well as an ornate, silver crystalline, sequined shift.
“There are stages I went through in life that I never thought would influence my work, but they have—places I have lived, certain experiences, and, above all, music has guided me through my designing process,” she said.
All the garments are designed and produced in Los Angeles using fabrics imported from Italy and Austria. “I am attracted to rich fabrics that can speak for the pieces,” she said.For Kekich-Purling, the fabric makes the garment, but she embraces complex silhouettes, as well. She favors form-fitting clothes, some with sophisticated cutouts.She plays around with chunky knits, delicate laces, brocade beading, matte suede and handmade sequin details to create a dinner gown, ikat caftan, quilted blazer or draped maxi dress. The more than 60-piece collection includes dresses, pants, skirts, tops and jackets, as well as lingerie and swimwear. She recently collaborated with jewelry designer Kelly Lyons on a jewelry line of silver- and gold-plated necklaces and rings, ornamented with purified crystals and stones.
Initially launched at a higher price-point, Again currently has wholesale prices starting at $150 for shirts and $200 for dresses. Kekich-Purling is also moving away from her initial stark, mod palette to incorporate soft neutrals such as cream, coral and taupe, as well as pops of color, neon and prints.“If it were up to me, I would only use black and gray hues, but I realize that adding color is essential,” Kekich-Purling said.A certain sweet and edgy contradiction runs through the collection, which is both rock glam and hippie casual. “I want women who embrace shape but are not afraid to show some leg and create a presence,” Kekich-Purling said.These are not garments to be saved for “refined moments,” she said, but for explorative and fun outings.
“I want women to feel effortless in my pieces but ‘wild’ at the same time,” she said.
The Again Spring 2013 collection will be at the Project trade show in Las Vegas later this month. Again is sold at contemporary retailers including Arcade, Kin, Planet Blue, Revolve Clothing and Karmaloop.
For more information, visit www.againapparel.com.—Sarah Wolfson
