One to Watch: E.G.

Here's a first: designed with "the metrosexual woman" in mind, new British label e.g. strives to make confident pieces for women who aren't afraid to explore their more masculine style inclinations.

The brand's latest collection explores androgynous 80's icons like supermodel Grace Jones and shoulder-padded Dynasty star, Joan Collins, through strong lines and powerful silhouettes. Designer Emma Griffith, who worked with the likes of Alexander McQueen and Boudicca before striking out on her own, manages to strike a balance of male/female design elements by incorporating girly lingerie pieces with menswear-inspired staples. Her results are both bold and suprisingly wearable.

Though certain looks may be a bit too "high-concept" for the city sidewalk, literally—think shoulder pads that jut 3-inches horizontally from the shoulder—most of Giffith's looks would have multi-season lifespans, like structured cocktail dresses with contrasting piping, or a sweeping black trench with an asymmetrical hemline. 

If you're completely smitten, a selection of e.g.'s pieces—not yet in U.S. stores are available to order through its website.

Contact Us