Florentina Leitner’s Art Inspired Prints For LessLess Make Florals A Novelty Again This Summer
Floral prints are style staples that emerge as soon as warmer months set in. As early as Spring, look books and runways are decked in every botanical and floral print imaginable. And more often than not, this floral invasion feels a lot like dejavu. It’s become so anticipated from fashion houses, that makers of hit comedy film, Devil Wears Prada, felt it necessary to turn it into a joke. “Florals for Spring? Groundbreaking.”
Perhaps unconsciously, this witty jab at fashion’s change in seasons and transitions had many of us seeking for more exciting propositions in style. At LESSLESS, designer Alya Gonta and Austrian artist Florentina Leitner felt it was time to reimagine florals in a new and exciting light. For Spring/Summer 2021, Leitner, who has launched several women’s wear pieces for Dries Van Noten lends her distinct brand of playfulness and whimsy to LESS LESS’s streamlined silhouettes.
More than a seasonal collection, this collaboration celebrates the brand’s deep affinity to the arts. Since the brand was launched, it has continuously infused its sleek boudoir-inspired garments with prints from some of the worlds most exciting artists. Last year it was sinuous figures and rich hues of Sophie Taeuber-Arp and Alina Zamanova. “Fashion for me comes side by side with art, especially painting… Each collaboration is an opportunity to plunge into the artist’s inner world, to feel the atmosphere or the artistic studio.”
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It was no coincidence that the brand would launch its first collection of floral prints this Spring. But in true LESS LESS fashion, the collection was intended to be more than just another seasonal offering. If at all, they were made to function as wearable pieces of art. Inspired by photography, flora and 90s pop culture, Florentina created an otherworldly realm that references an inclination for art. She details, “I love drawing over photos, this mix of paint and photographs. I wanted to use this technique to emphasize the art component of the look book. Flowers were a must for me in the background as it was the main inspiration for my floral prints…. I’m hugely inspired by Bruce Boyd’s photography. He made this awesome series of frozen flowers, which I also used for my collages.”
Both Leitner and Gonta describe the collaboration as a “match made in heaven.” Leitner, whose namesake label is distinguished by her unique take on print and texture, saw the ideal canvas in LESS LESS’s streamline silhouettes. Gonta details, “It all started with my idea about the floral print and from some inspirational pictures. Florentina did her research worked in different directions, I chose one and we started to develop it. We did some digital tries to understand how the prints would look on each LESSLESS silhouette.” Prints were done in Great Britain, working with the same company that does prints from Mary Katrantzou. Several samples and runs had to be done to see prints in full effect in the right fabric. “Initially, we were considering twill and linen but decided to work only with silk.”
Pieces from the collection are versatile, following the “bedroom to boardroom” concept unique to LESS LESS. “We are a brand that builds a whole wardrobe around the boudoir aesthetics. Staple garments include robes, slip dresses, lounge coats and pajamas that may be worn both at home and for dressed up occasions. A blue floral kimono, for instance, works perfectly for lazy weekends at home as it does for sunset cocktails with friends. “Our philosophy is all about having a small but classy and versatile wardrobe. Therefore, the things I create are suitable for any occasion.”
With re-emergence inspiring us all to give your wardrobes a chic update, floral prints from LESS LESS offer more than just your usual fashion fare. Statement pieces that make us reconsider the novelty of the beloved print, this collection brings together art, fine textiles, photography, collage work and a fun 90s vibe in one compact wardrobe for summer and beyond. Now, that’s groundbreaking.