After a successful 30-year career in the fashion world, Sigrid Olsen is bringing back her easy-breezy style to the masses with a little help from HSN. The American designer—who once had more than 50 retail stores bestowing her name before parent company Liz Claiborne retired the label in 2008—is known for her artsy, peppy designs.
Her hiatus was spent organizing yoga and wellness retreats, as well as channeling her colorful, nature-inspired creations into beautiful paintings from her art studio in Florida. Her relaxed, on-the-beach lifestyle has transitioned seamlessly into the Sigrid Olsen Studio line, which features her signature, handcrafted prints at an under-$100 price point. Read on to see what Olsen had to say about her return to fashion.
What was the inspiration for your HSN collection?
"My clothes for HSN reflect the way I live today: casual, creative and comfortable in my own skin. The season’s theme is 'beach to bistro.' Even if you don’t live in a seaside community like I do, the idea is you can build a wardrobe that is versatile enough to take you through a full day with joy and ease—clothes that make you feel good, whether you are wearing them on the beach, out to lunch or to work."
"I have missed designing, so when the opportunity to design for HSN came up, I leapt at the chance. I love the idea of being able to connect with my consumers directly with the TV venue. They have been fantastic to work with and my loyal followers are so excited to see me on the air and be able to purchase my clothes again."
What have you learned from your past experiences that you've applied to your new endeavors in fashion?
"I have learned how to live a life that is fulfilling and creative. Aligning with my true nature—not fighting or resisting who I am—causes less stress and enhances my quality of life. I have learned that people—especially women—respond to authenticity. They want to connect to someone who is real. They want to feel that they are investing in something timeless, ageless and meaningful. They want to be happy and they want products and experiences that reduce stress and uplift their hearts."
What would you say sets you apart as a designer and artist?
"I am very spontaneous and prolific. Designing and creating is an integral part of my life. It is a daily practice and I am delighted that I can make a living doing what I love. All the prints are my own original designs and I am passionate about color and artisan details."
What are your favorite pieces in the collection?
"My favorites…there are so many! I live in the cotton tunics and kurtas. The printed kurtas ($60) have delicate embellishment around the neck and cuffs, and the solid Bali tunic ($60) I wear everywhere! It is chic and casual—it comes in four colors and I love every single one!"
Shop the full Sigrid Olsen Studio collection for HSN, here.