If you could translate Ibiza to a clothing line, Second Summer would be it.
Effortless, breezy, flattering and minimalist, the array of linen pieces are exactly what your hot-weather wardrobe is craving. Easy to mix and match, the brand will be releasing capsules in limited quantities regularly making it also a sustainable investment.
Co-founder Carmel Harrison has spent seven years working in luxury publishing and has sat in the seat of an editor at both Emirates Woman and ELLE Arabia. Over that period, she has styled and come up with creative concepts for some of the leading luxury houses, sat front row at fashion weeks and interviewed some of the top creative minds in the industry. Safe to say, she knows fashion inside out and understands exactly what it takes for a label to be a hit with the savvy shoppers.
Design Director and the other co-founder of the brand, Amy, has dedicated 10 years of her career to fashion and swimwear design while the third co-founder, Jodi, has stepped into the role of Commercial Director following her extensive experience in logistics and fashion. Sounds like a dream team.
Below, Carmel tells Emirates Woman what inspired the brand, how it stands out from other beach-ready labels and what we can expect from the brand next.
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How did the concept for the brand come about?
We’ve been visiting the island of Ibiza for the past 15 years and we love everything about it. Much like the Second Summer woman the island has two sides to it, one is free-spirited and wild natured and the other is natural and laid back. It’s the best of both worlds. Back in the 70s a band also filmed their single in one of the islands renowned clubs Amnesia which we’ve had many fun nights in. The name of the song was Second Summer and that’s what inspired the name for the label. Without thinking about it, it also made a lot of sense during COVID-19 – because we all deserve a Second Summer after this year!
Who is the Second Summer girl?
Two sides of the island reflect the Second Summer girl. Second Summer represents our (my co-founders and me) collective dream of creating an understated, timeless label that delivers wardrobe defining staples designed to make women feel naturally confident and sexy. We don’t follow trends, instead, we believe in building a trans-seasonal wardrobe that is made to last.
How has your experience as a magazine editor helped shape the brand?
It’s massively helped me shape the label. The past seven years of working with many different brands have helped me identify the brand and market it well, while also creating the persona of the Second Summer woman. Not only that, but I studied Fashion Buying & Product Development at University which I was able to put to use through building the ranges and understanding consumer buying behaviours.
How do you split the tasks between all of the three founders?
My best friend and one of our co-founders & Design Director Amy has over 10 years of experience in fashion and swim design. We work together to bring the collections to life and she is also the brains behind the designs and technical aspects of creating the range. My sister and the other Co-founder & Commercial Director has a background in logistics and also worked for a popular luxury handbag brand in Australia. So when we joined forces we felt we were a strong trio with the pillars it needed to start a label.
Talk us through the choice of fabrics and packaging.
Our fabric is 100 per cent linen, we wanted a durable fabric that stands the test of time. Our packaging is all biodegradable and the bags can be used as a cool clutch bags.
Which are your top favourite items and which have proven to be the most popular among the shoppers?
To be honest each piece has more or less sold the same. It might be because you can mix and match the entire collection. My favourite pieces are the Eivissa dress and Andrea shirt. I live in the shirt!
How does the brand differ from other minimalist summer brands?
We want our customers to grow with us, the ethos of the brand is to build a trans-seasonal wardrobe through our collections that can all be mixed and matched and are versatile. We don’t follow seasons or trends, instead, we will be releasing small capsules every 3-4 months. Each capsule can be worn with the previous one and so on.
What is the next for Second Summer?
We are launching swimwear in our next capsule drop. The styles are designed in house by our co-founder Amy and made in Brazil by a Vegan approved manufacturer from sustainable materials.
What advice do you have for finding your personal style?
When defining your personal style I always advise wearing what suits your body shape and what makes you feel good. It’s not about the loudest dress or the shortest skirt, it’s about feeling naturally confident and beautiful.
Where do you wish to travel to next summer?
Ibiza, of course.
Second Summer is available to shop now at secondsummerlabel.com
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Images: Supplied, Instagram
