Fashion Q&A: Catwalk Performance Artwear
Sunday, February 5, 2012
After wrapping up a 2012 PGA Merchandise Show, we caught up with Catwalk Performance Artwear founder and designer Lauren Demerling.
We learned about how the line has evolved over the past few years, what mistakes have made them better, and the new and exciting fashion-forward outfits we can look forward to seeing on the tee box this season. Everything from reversible skirts and shirts, convertible dresses and sublimated designs.
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Tell us something about the brand that we didn’t know last year. What new and exciting news do you have to share with us?
For Spring 2012 we have introduced a relaxed fit in a few styles. Please don’t mistake this for a boxy fit as it is not at all boxy. The beauty of the relaxed fit is that it allows women who are not comfortable with the body skimming fit of the standard Catwalk apparel. It allows these ladies to have more room in the breast/back area, as well as the tummy area. The curves are all still there, so women will still feel and look feminine.
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How is the product evolving?
We are constantly listening to feedback from women who wear Catwalk or want to wear Catwalk. The line originated as a revolt against the traditional, masculine fit of a standard golf polo, which seemed to be the template for nearly all women’s golf shirts.
When Catwalk entered the golf scene with our body-hugging fit many women embraced it immediately, others warmed up to it slowly. Then we began to hear from others who admired the feminine quality and the shapely curves, however they needed a bit more room here and there. Since our aim is to make every woman who wears Catwalk feel fabulous, we explored ways to give them the curves they desired, with the extra room that would make them feel comfortable and confident. I feel as though we mastered it!
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How has the Catwalk lifestyle brand evolved and is this something that you are continuing?
Glad you asked because we have recently expanded our Canadian-made lifestyle line to include long skirts, miniskirts, slim leg knit pant, the “chill-out” knit pant (great with our zippy jacket for every day wear and lounging around), printed shorts, skorts, slim-legged pants, unique tops in various sleeve lengths, bolero jacket and even a scarf. Many of these pieces can be worn with pieces in the golf wear collection for added versatility.
Our collection for Fall 2012 has many more choices for zippy jackets, including prints, solids, and color blocked jackets and sublimated pieces, in order to meet the ever increasing demand for the “Zippy”.
We also introduced a reversible golf skirt with matching booty shorts for Spring 2012 and it was very popular, so for the Fall collection we have included several more choices for this.
Furthermore, we now have an “artwear collection” of sublimated pieces, including two sleeveless styles and a zippy jacket, that are sporting custom designed prints unique to each style.
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With all of this going on, how are you able to find balance between work and play in your life?
In the past, I did not have any balance--it was all work, little sleep and not much play. Let me just say that I now understand what damage stress and lack of sleep can do to one’s health. I heard all the warnings from close friends and family who knew I was wearing myself down, but somehow thought that I would be OK.
With a little help from a friend I have now found balance and allowing time to relax and have fun. It was counter-intuitive for me to think that sleep, relaxing and having fun would actually help me. I always seemed to have so much to do and so little time to get it done.
It is truly amazing how much more productive I have become and how ideas/ designs flow freely now! Also, an added bonus is that the stress I put on my body from being worn down has subsided with my newfound respect for balance. Why do you think the collection is rocking this time around?
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What has been your inspiration for this season’s line?
Inspiration for every piece in the Catwalk line comes from a desire to carve out the female form, creating unique styles using geometrics, prints and color placement. The prints for the sublimation pieces have some architectural influence, as I was a designer for an architectural firm many, many years ago and have always been partial to design details in many different periods of history. It is a terrific merger between architecture and fashion.
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Are there any new color palettes, trends, or materials that you will be using this season?
We are going back to our roots for the fall season with some neutral collections but with a twist, as we have added some metallic silver to edge it up a bit. The Fall 2012 lifestyle collection has some different textures (visual and physical), as it will include a “crushed” silver twisted top, some cotton spandex woven bottoms (and a dress) in prints and solids, as well as some super soft knit tops, a bolero jacket with supple faux fur details and a scarf to match.
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We still hear a lot of woman claim that their figures are not quite up to par for the Catwalk look. What advice do you have for these ladies?
As far as advice for the ladies who are not feeling the Catwalk right now: Please try the Relax fit! We had female buyers of all sizes trying the relax fit at the trade show in Edmonton, and the response was amazing!
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Currently, what professional players do you have wearing the brand?
We are happy to say that Christina Kim has been wearing Catwalk for several months now. We also have several players on the Futures tour: Rachel “Chill” Conner, Stacey Bieber, Christy Appleton and Melissa Eaton. Also, Lauren Thompson from Golf Now on The Gold Channel is a fan.
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Do you think you ever plan to expand into men’s golf apparel?
We have been asked to do so, so we are definitely considering it. The initial introduction might be expected next year some time and likely to be a smaller collection.
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Finally, where can we buy all our new Catwalk gear this season?
Please contact us at: firstname.lastname@example.org for information on your nearest retailer.