Lifestyle brand and retailer Seasalt has appointed Saltwater’s Laura Watson to the new role of senior designer and tasked her with spearheading the development of a contemporary womenswear sub-brand for spring 12.
Watson is co-founder of the smaller lifestyle business Saltwater, where she was also creative director. She left the business this month following creative differences with owner, Patra Silks, the silk-based fashion and home ware brand that bought Saltwater out of administration a year ago.
The new collection for Seasalt is in the early stages of development but will add a more feminine, embellished line to sit alongside Seasalt’s core lifestyle offer. Watson said it is likely to have a slightly higher price point than the current range.
The move mirrors that of lifestyle retailers such as Joules, which is ramping up distribution of its premium and contemporary collections and White Stuff, which launched a higher-priced diffusion line called So Glad and Very for spring 10.
Watson said: “One of the reasons Seasalt took me on was that they liked my handwriting for Saltwater.”
She added that as a larger business - with about 100 accounts and 12 stores compared to Saltwater’s 35 accounts and one store - Seasalt would allow her more freedom to create detailed designs without running into the cost problems related to manufacturing in smaller quantities.