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Soft Sensuality
44 A T L A N T I C A SHOPPING & DESIGN
The ELM world is in black and white. A few
unique bright notes break up the duotone land-
scape, but simplicity is what really counts. ELM
designs are for women who demand comfort,
quality and sophistication. The design is Icelandic
but the raw materials used are from Peru, includ-
ing leather, alpaca wool and prime cotton. Elm is a
six-year old company already selling its high-
fashion designs to the USA, France and Italy.
Pure, classic lines emphasise the softness of the
female form, caressing it like a second skin.
The design team behind ELM consists of four
Icelandic women who all come from different
directions: one is an artist, the second a textile
designer, the third is a drama therapist and the
fourth manages the marketing and business side
of things.
You’ll find one ELM shop in downtown Reykjavík.
Icelandic buyers are demanding and the store
mostly serves as a test market. According to the
designers “It really matters what women think of
the clothes, and we place strong emphasis on
speaking to the customers to find out how they
feel about a certain garment, what they like and
what they might dislike.” ELM customers include
women of all ages and all sizes, complying with
their philosophy that a woman’s personality com-
pletes her outfit. GG
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