Sferra announces partnership with fashion designer Peter Som

on Wednesday,April 21,2010 21:04

Luxury linen retailer Sferra has launched a collaboration with fashion and lifestyle brand Peter Som to create a new bedding collection.

The new line is intended to reach consumers who are fashion-savvy and looking for luxury and function in their bedding. Sferra also produces bath and linen products, which are marked by rich colors and quality fabrics.

To create the line, Som plans to translate the design elements he used to create his ready-to-wear American sportswear line. In partnership with Aaron Stewart, Sferra's creative director, the designer will create bedding that has whimsical and elegant feel, and that is composed of fine Egyptian cotton.

To gain inspiration for the line, Som said that he has already taken some of the signature prints from his runway collections. The final designs will be printed in Italy at one of the world's most prominent print houses, and the line is expected to become available next January.

Stewart said that the partnership is intended to help Sferra "expand [its] clientele by reaching the fashion-conscious consumer who carries an effortless elegance and allure."