Petra Ecclestone on Great Form

BATD ON Nov 17, 2009 AT 3:53 pm

Petra Ecclestone's Form

Petra Ecclestone's Form

On October 2nd, Petra Ecclestone, heiress to her father Bernie’s Formula 1 fortune, celebrated the launch of her clothing line at Matches. The expected transition for heiresses creating clothing lines is to stick to women’s fashion. Instead, Petra decided to go against the grain (something she seems to do quite often, actually) and created the men’s clothing line, Form.

The line is inspired by Formula 1- its allure rooted in the “sleek and engineered lines” found in the designs. At Form, “an impeccable attention to detail complements the relaxed but smart designs.”  The line is currently only sold at Harrods and Matches but, it is rumoured that New York stores Barneys and Bergdorf Goodman also wish to carry the line. At Harrods, the line is doing so well that it has actually been outselling established lines like Dior Homme.

At Harrods Form is outselling established lines like Dior Homme.

At Harrods Form is outselling established lines like Dior Homme.

For her AW ’09 collection, Petra drew inspiration from British winter landscapes as painted by Thomas Gainsborough. Rich textures of wool and cashmere hand knits are brought to life in greys, blues, and browns. Last Summer Petra was selected as one of the top 5 new designers to watch, and with the launch of Form, it is easy to see why.

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