In the Summer of 1969, waves of free spirited people started arriving in San Francisco. Fed up with their government, consumerist values and the Vietnam War, more than 100,000 of them moved into the neighbourhood of Haight-Ashbury. It was “The Summer of Love”
Sporting hippie fashion, few were interested in politics; most were concerned more with art (music, painting, poetry in particular) or spiritual and meditative practices.
Rallying against a world of conflict and uncertainty, the flower children called for us to turn on, tune in, and drop out.
“Make love, not war” was their catch cry.
A Design for the Times
We named this new summer design “San Francisco” in tribute to the Summer of Love and everything it represents. Light and willowy floral dresses. Optimism in the face of conflict, division and uncertainty.
At once delicate and hardy, this design makes use of light feminine colours while remaining full of movement and vitality. Wild and rebellious, if only a little. It’s for the free spirits, the hearts of gold, the innocent flower child inside us all.