Leifsdottir Spring 2010 Presentation: The Scene

The scene: life everywhere.

I thought it might be fun to set the scene a bit. Hopefully this post will leave you feeling as though you were there. The show was crowded from the start but during the second hour the room was absolutely packed. I found it thrilling! I overheard a lot of positive feedback. I saw some recognizable faces from the fashion media, not to mention buyers and vendors.

The most recognizable face to me was Urban Outfitters CEO Glen Senk. Funny thing was, I completely chickened out on introducing myself. Twice. The first time I was waltzing around, feeling materials and taking photos. The room had not really filled up yet so I was trying to get as many photos as possible before it got crowded. I turned around and Mr. Senk was literally right there next to me. Unable to decide what to say, I returned to snapping photos. My second chance came as I was leaving. And though I had quite a few things I would have loved to babble on about it I again demurred. I schmooze as part of my real job, yet on this day it was not meant to be. Ah well. Next time I’ll come prepared. On to the scene itself!

Foregoing Bryant Park in favor of the Garment District proper, the Leifsdottir show was held in a nondescript building on 38th St. The helpful doorman punched the elevator button and we were whisked up to the 7th floor. An unfinished office space had been converted into what I’d describe as a glorious solarium. Thick green curtains were pulled back to invite us in. After I’d checked in I strolled into the 500 sq. foot (approx.) main room. The main room’s concrete floors and walls were transformed and adorned with items from Terrain and Anthropologie.

You can see the green curtains
behind the model on the right.

Lush green plants were everywhere — affixed to walls, woven into rugs, in large antiqued planters, suspended from overhead and tumbling down from the rafters. There were plenty of mirrors, including Anthro’s Standing Medallion Mirror ($348) and I believe the Penny Tile Mirror ($498).

The other main decor theme was bird cages. There were four or five clusters of mostly white cages. Some held lamps, some were empty and many held real birds! It was a nice surprise to hear them sing and more than once during the show they would all pipe up in a chorus of chirps.


Model and dressform stations were set up around the room, with food in the middle. One of the model stations was decorated with a large bird cage under a rainbow of silvered foliage. Another was made to look like a garden with white chairs, suspended cages and a fountain. Inside the fountain? Invitations to the show folded to look like lotus flowers.

Invites floating in the fountain.

Drinks were also flowing…flutes filled with champagne poured over hibiscus. It was delicious. The final touches were dress forms around the room with outfits and racks with individual pieces. Check out the companion clothing post for more on the clothing itself.


  1. September 12, 2009 / 1:59 pm

    You set the scene very well, Roxy. I feel like I was there. How cool! It's funny…the people that make us tongue tied…in that it's not always who we think it will be.

  2. Anonymous
    September 12, 2009 / 6:15 pm

    How do you pronounce the name of this brand? Thanks!

  3. September 12, 2009 / 6:34 pm

    I pronounce it: leaf's-daughter. Which is probably the corrupted American-ized way. It could also be leaf's-dot-ear.

  4. September 15, 2009 / 2:42 pm

    Roxy:It's Glen. Next time please grab me and say hello! We love your site and are deeply appreciative of your support! Best, GlenPS Johanna's already traveling again, working on the next collection, but I can't wait until she sees your posts–they're fantastic!

  5. September 15, 2009 / 2:59 pm

    Yes, I must comment like a teenager. Dude. OMG — a comment from the CEO. You are totally doing an excellent service for Anthro as you share your love for the company. I have purchased 2 pieces — Lasata jacket & whirling ruffles jacket — as a result of your blog. And my mom got the bolero jacket because I took her in the store with me on a visit. Stay awesome 😉

  6. September 15, 2009 / 4:12 pm

    Well, those last two comments totally made my day! 🙂

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