Eel & Ermine Store Launch Tonight

Local San Francisco designers Evelyne Aikman and Elinor JD Diamond, of the collection Eel & Ermine, are hosting an opening reception for their new store tonight at 514 Presidio Avenue, from 7:00 to 10:00pm.

Some of the highlights in their Spring and Summer collections include their inspiration of what the perfect outfit would be for warm weather activity, such as picnics, strolls through the park, boating and afternoon cocktails.  Their overall emphasis is on the idea of getting dressed up when going out.  Often times, people will simply put on a couture tracksuit when going out.  Instead of appearing casual chic, it can be unflattering and lazy.  Their strategy is to create beautiful garments that are just as easy to put on and wear as that tracksuit have become.

Their “One-Hour” dress was designed specifically for this purpose.  The design partner Elinor says “If you’ve got the appetite, you can eat a burrito while wearing the One-Hour without popping a button!  The silhouette of the dress is designed to fit and flatter just about every shape and size.  If you’re looking for a little extra flair, there are different pocket and belt options that we’ll sew on for you right in the store.”

Overall, their goal is to create clothing that is accessible, not only aesthetically, but in pricing too.  Evelyne and Elinor are efficient in doing all the work themselves in their store, so that they’re able to keep their prices affordable, with most dresses priced at around $100.  Another great thing about their collection is that they can be worn a lot of different ways and are versatile in how they can be mixed and matched with other pieces from their line.

If you can’t attend tonight’s event, make sure you visit another time to see how they’re bringing back comfort and elegance to daytime wear.

Their store hours are Wednesday through Friday from 10:00 am to 6:00 pm, Saturday and Sunday from 9:00 am to 6:00 pm, and closed on Mondays and Tuesdays.

Additional information on Eel & Ermine can be found on their website, http://eelandermine.blogspot.com/.