California Apparel News

Sam Lauachus, the owner of the boutique A. Mason in Venice, Calif., knows the selling power of easy pieces. Lauachus, along with Sandy Fleming, a former patternmaker at Proenza Schouler, Narciso Rodriguez and Ralph Rucci, based their collection, The Maitlands, on casual fabrics cut in feminine shapes.

“Prints and complicated clothing ends up on sale,” said Lauachus. “It looks cool in the window, it may get people in, but you don’t actually sell it. Easy things, things that feel good and fit well, that you reach for time after time—that’s the bread and butter of a store.”

Fleming and Lauachus based the collection on essential items that women shop for, such as black pants, a jacket and a party dress, then threw in what Fleming described as “special pieces that are going to catch your eye when you’re out shopping with your girlfriends.”

The designs are basic but far from plain. A pair of black pants has a silk charmeuse trim low around the waist and buttons down the side of the waistband. One empire- waist linen dress is gathered in a pinch above the knee as if the wearer is lifting the hem to step over a puddle. Cotton jersey tees feature colorful silk charmeuse details and decorative hand stitching.

Given Fleming’s background as a patternmaker and Lauachus’ experience working one on one with customers through the retail store, the designers were nitpicky about the fit, particularly around the waist. Waistbands are cut to visually flatten the stomach and lift the rear to give a “cheerleader butt.” Some blouses are cut higher in the back and longer in the front to create a slimming angle.

The tailored pieces are cut in stretch twill and lined in a nightgown-cozy stretch silk charmeuse for comfort and to accommodate varying bust sizes.

Essential black, white and gray colors are the foundation of the line, though Lauachus’ beach locale provided inspiration for colors such as sandy khaki and mint blue beach glass.

For more information, call (310) 429-1004. —Rhea Cortado