SANDRA GARRATT- A Note On MODERN CLOTHING For MODERN WOMEN
"How beautiful it is to do nothing and rest afterwards".
-Spanish Proverb
Not a bad ambition in life really...even if only in fantasy. I believe we can carry that feeling of ease, and relaxation through to even the most demanding, and hectic areas of our daily lives. I believe in designers helping today's modern customer by offering solutions that truly serve the needs of todays active, youth driven contemporary All-American Woman, while understanding that she remains a global role model in all of her lifestyle choices.
The Sandra Garratt Design Studio women's clothing I offer here is very much about places of the heart. Familiarity is the word du jour. Many of my long time customers will happily recognize favorite "UNITS" & "MULTIPLES" classic Modular styles of mine from early in my design career. They say that no matter where you go or what you do, there is no place like home right? Where is that home? Home is where the heart is (as another old familiar saying goes). Sandra Garratt Design Studio can be part of that familiar feeling of being Home again while happily progressing into the future we choose.
Prior to the events of September 11th, 2001 the biggest concerns of the American Woman were serious issues of lack of time, no private personal down time, lives that were far too busy, too fast, too noisy and too hectic...a feeling of lack of connection and an overwhelming endless hype that was not even entertaining much less meaningful.
Now What Do American Women Really Want?
First we must know that the profile of the American Woman is now much more ethnically diverse than at any time in the past...an incredible spectrum of women of many shapes, sizes, and complexions now exists. What do all of these women share? They are aging, the are getting bigger at younger ages (but not taller), and they all have emotional aspirations.....the pleasure of small discoveries...to be an insider to something very special...lifestyle satisfaction not just price point consideration, but a desire for experiencing real meaning, to feel authentic humanity & connectedness in our lives. The product becomes a vehicle for crafting this experience...providing a sense of the mind & heart being touched. Any successful women's wardrobe base must always include elements of sexiness and glamour. A more upscale luxe attitude but at realistic prices is desired. VALUE is needed. Women say "please tell me why is retail so incredibly boring?" Lack of good service may be tolerated but boring meaningless merchandise, never!
Self expression is key, and the role that fashion plays is significant in accomplishing that very personal expression. Women want to feel free and unrestricted in their personal choices. Each woman is a unique individual and should be treated as such. A big part of this picture is the need for a more natural lifestyle...flowers, sea, sky, grass, soil...women want a more beautiful honest existence, sensory, serene, with an interest in Wellness and Healthy Living. A greater focus on Food...less processing, more purity, & more Organics! The feeling that an innovative yet common sense approach to Life is necessary...the need to slow down or at least guarantee some occasional private moments in order to make Life Worth Living...after all that is what it's all about in the end: Quality of Life Experience...to be a Human Being. To be a Woman.
Following September 11th, 2001, we now have added this feeling of having lost a lot of control as an individual...no privacy, terrorism has entered our day to day lives, lack of choice/diversity, even our DNA is invaded...women absolutely want some feeling of control back, some personal indulgent private time back to spend as we see fit...not guilt ridden "Stolen Moments" but eagerly selected "Chosen Moments". Familiar, happy indulgences that restore your feminine nature...to feel pretty again in an often harsh and scary world.
Do the characteristics of quality and practicality necessarily have to be translated as basic, dull, boring, and lacking in sex appeal? Do basics have to be dull? For something to be that key I think that that fact alone is rather exciting...something that really works! Wow!!! I do not believe that this is an "either or" situation...function or fashion?...but an approach of pragmatic, functional necessity combined with an additional trendy "yoo-hoo factor" of personal style creating a fashion image that is especially relevant to today’s modern woman. I sincerely want to help my customers to be Modern American Women.
Sandra Garratt-Los Angeles, CA.
