ELM

Hmm…. where to begin?
I was going to write yesterday but was sort of consumed by my life and decided to run laps around the pond in an attempt to make sense of things. It wasn’t entirely successful, however, it was quite beautiful. At the very least, I got a good workout!

Before I share way too much about my personal life, I’m going to FFWD to today’s designer:

ELM Design is a clothing company that has been making waves with its imaginative collection for over ten years. Inspired by Iceland’s unique landscape, art, and culture, the design is Icelandic, and the raw materials are sourced throughout the world. ELM has a loyal following among women of all ages who demand eclectic, beautiful and striking clothing.
The three women behind the brand  are Erna - Lísbet - Matthildur. (They arranged their first initials to form the company’s brand name). Each woman comes from a different art and design background; however, they founded the company through their shared philosophy, that to design for women you need to understand women. Hence ELM‘s brand statement: “DESIGNED BY WOMEN FOR WOMEN.”

ELM’s clothes are gorgeous and I love the photography on the site. Beautiful presentation!

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