Designer Spotlight: Georgie & Elaine

Devin Vandermaas of Georgie & Elaine at G&E HQWhen I first saw Georgie & Elaine online I was enamored by the effortless, feminine designs. As I chatted with the team I realized that the brand is so much more. With heart, soul, and drive, this brand is headed for the top. Lucky for me, I got the scoop on the brand before they’re too busy and too big! Walking into the Manhattan offices, you get this overwhelming sense of a warm home; with the tufted couch and soft rugs everywhere you can tell this is a cozy place to workslashmy dream apartment. I embrace the calm and chat with founder and head designer, Devin, about all things G&E.

Devin Vandermaas of Georgie & Elaine at G&E HQ

Tell me a bit about Georgie and Elaine; how did the brand begin?

The brand was founded in 2012 as a way to pay homage to my grandparents.  My grandparents opened their home to me and this idea.  I used to use their shower rod as a clothes rack and their ping pong table as a cutting table.  They would make me lunch every day while I worked.  It was really sweet.  It is those small details that I will always remember.

What did you do before launching Georgie & Elaine? What prompted your interest in fashion?

Prior to launching Georgie & Elaine, I was doing brand and marketing consulting for other fashion brands in New York City and London, and prior to that, I was in London for graduate school.  I have always been interested in fashion and really dove into the industry when I moved to NYC for college but on a deeper level, my grandmother taught me how to sew when i was a child, so i’ve always been making my own things.  Furthermore, the majority of my adult experience has been in fashion related industries from Mood Designer Fabrics to Harpers Bazaar Magazine.

Why “Georgie & Elaine“? What ideas went into creating the brand identity?

Really, my grandparents, George and Elaine, are the root of the identity.  I view my grandparents to be honest, full of integrity, loyal, kind, simple, supportive, and successful.  I view those qualities to be the foundation of my brand and the root of every product I offer our customers.

What is your design philosophy?

We are focused on Ethical Fashion and Smart Separates (the below descriptions can be found on our website)

ETHICAL FASHION:  Georgie & Elaine is proud to be part of the growing design philosophy of ethical fashion. By incorporating non-violent fabrics such as vegan leather and Ahimsa ‘peace’ silk, as well as eco-friendly fabrics such as no-waste novelty fabrics, soy based prints and soy knits, Devin believes sustainability is not simply a trend, it is the future. Through this concerted effort of building a foundation rooted in ethical designs and conscious business practices, Devin is pleased to provide more options of contemporary fashion to a generation who live passionately and care.

SMART SEPARATES:  The combination of ethereal blouses and progressive skirts is quickly becoming known as the signature style of Georgie & Elaine. With versatile separates that you can mix and match from season to season; wearable separates that are appropriate for the office and out past five; and ethical separates that are consciously made with the best possible fabrics and the best means of production, Georgie & Elaine offers our customer an aesthetic that is rooted in consciousness and versatility.

Who do you envision in your designs? Who is your ideal customer?

The G&E Girl smart, driven, successful, metropolitan, and cares.  We really want our customers to think about what they are purchasing; not just with our products but in every way they exercise their purchasing power.

What are your goals? One year down the road, five years, and eventually?

For the next few years, we are solely focused on building lasting relationships with retailers across the country.  There are too many contemporary women’s wear brands and the market is ridiculously over saturated so we believe It is important that we have a personal relationship with each store we sell to; so we are taking our time and doing it right.  At the 5 year mark, we will be moving into a different phase with more funding and will finally be implementing our press and sales strategy on a significantly larger level.  Ultimately, I’d love to come out with a sister line of just cocktail dresses and/ or branch out into other lifestyle products.

Where do you find your inspiration?

I am most inspired by nature, female ambition, and my grandparents.  Those three things are quite different and may appear to not be related at all but each of them drives a certain part of my psyche.  I grew up in middle america, surrounded by beauty and I feel a natural desire to protect, preserve, and celebrate nature and natural beauty.  I am driven by wildly successful women; i love reading about them and learning from them.  I am inspired by women who have built empires, led countries, saved lives.  And lastly, and most importantly, I am inspired by my grandparents, George and Elaine.  Their integrity, philosophy and character is integrated into everything i do and everything i make.

What sets you apart from your competitors?

Quite simply put, we care.  And I know anyone who has a business cares about what they do.  But we really care.  We care about the product we make and who we are selling it to and how we are selling it.  We always take the most ethical road possible, even if that not making as much money.  I personally can’t represent something that doesn’t make me feel good and my business is quite synonymous with my life in general.

Georgie & Elaine fall styleDo you have a favorite piece from your fall collection?

I personally love our Carol Pea Coat.  I love everything about it; its boxy fit, cabernet hues, Italian wool and silk lining.  I will be wearing it every day this fall and winter.

What trends are you looking forward to for fall?

Right now, we are obsessed with vegan leather.  We can’t get enough.  Leather moto jackets and skinny leggings have really made a strong impact these last few years, but taking it one step further with kind, conscious, non-violent materials brings our customers a more thoughtful option.  You will see that reflected in our Fall 2014 collection.

What is your biggest accomplishment so far?

My greatest accomplishment thus far, while it may seem very simple, has been walking down the street in Soho and seeing my product in the window at Foravi (located on Broadway between Prince and Spring).  It brought me so much satisfaction to see that my products belong amongst all of the other great brands located in Soho.

Where can my readers find and buy Georgie & Elaine?

Georgie & Elaine can be found at Foravi in New York City on the Upper East Side and in Soho as well as Farasha Boutique in Park City, UT.  Merchandise may also be purchased on our e-commerce site at If anyone is interested in contacting the team, they are welcome to email

Devin Vandermaas of Georgie & Elaine at G&E HQ

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Georgie & Elaine Fall

Georgie & Elaine Fall

FinalThoughts? Designed by the realest girl with the right attitude, this collection is perfect for any girly girl or a gal with an edge. With plenty of leather accents and dark jeweled tones in flattering silhouettes it’s a collection that needs to be in your closet. What are YOUR thoughts!? Let me know in the comments!!

XO Sahra

I Don’t Need Nobody to Tell Me Who To Be

Ready to sting, I am young and free

Moving is stressful, hellish. It takes way longer than expected. You find some things, lose some others. While I’ve apparently lost my favorite fall jeans (the perfect aubergine hue), I’ve found a box of vintage quilted bags I used in college, including this one in my absolutely favorite color in the world. Also fun about moving? Exploring the new ‘hood. These photos were shot by the Monroe St Market, a series of small businesses, artist shops, and restaurants. How amazing are the giant strung lights!? Z and I have been absolutely LOVING going out to eat around here, and with a new spot opening up each month there’s always more to try!

Forever 21 top
Bullhead jeans from PacSun
Zara Mules
Vintage bag
Kitty Kitty sunglasses via DisClothesure

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Monday Morning Inspiration

Words of wisdom. #etsy

Go on, go out there and make some progress towards a future goal! Whether that be financially putting money away or practicing your craft of cross stitch or painting, or even investing in some designer pumps (hey, that’s probably what I’ll be doing!). Just do something with the thought of future you in mind.


XO Sahra

I Want to Make You Feel How I feel When Listening To Love Songs

I’m trying hard to make you love me
but I don’t wanna try too hard
And I’m trying hard to make it lively but I’m here now

A quick little outfit post; Work has been crazy, trying to keep up with NYFW has been nuts, and preparing for some big projects is more on my plate. Oh, and the omnipresent home updates and planning to get a dog. Coming home at the end of a long day to a glass of wine and my perfect man makes it all worth it; the literal four walls holding up our abode that we’ve been working so hard to make our nest.

Crop top c/o The Girl That Loves
TopShop collar
skirt c/o Persun Mall
thrifted booties
vintage hair bow

Those four walls now are the only place where I can breathe out
Those four walls now are home
Those three words now are the only thing that can save me
Those three words now are home

Designer Spotlight: American Retro

While everyone is on that Fashion Week grind I’m over here, cozy in my home office and out and about in my styling day job. Skipping out on NYFW is becoming more and more okay with me, because as I tweeted, “The only real reason to attend #nyfw anymore is to network.” but I’ll catch that bus the next time around.
But hey, just because I’m not Front Row’ing it, doesn’t mean I’m out of the designer previews! On my last visit to NYC I checked out American Retro. Contradictory to it’s name-sake, this edgy Parisian brand is full of high quality, modern, aesthetically appealing design. Playing off the Effortless Cool menage of blending that our nation’s style has become known for, this collection boasts plenty of sequins to play off of soft ribbed knits and solid cotton. These Parisians have mastered the current American trends of pastel hues, fringed leather and suede, and a dash of glitter in a way that makes you want to see it on all our favorite style stars. From urban mused bold prints to southern-charming tassels and cacti, there’s something for everyone to mix and mash with denim basics and any sort of jewelry, as we ought to do.

Seriously, I can just picture Rihanna and Cara Delevigne in anything and everything from this collection. Personally I’m into the mermaid-colored pink sequins and the gold ribbed midi pencil skirt; c’est chic! The gingham pieces? SO Blake Lively. the Suede fringed moto jacket I can see on blogging queen Chiara Ferragni…the list goes on and on, but this collection and brand is one to watch.

Be sure to check out more from the American Retro FALL collection here !

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Monday Morning Inspiration

love balance

It may seem cliche, but all those shitty relationships that you try to make work aren’t working, and for a reason. When the right one comes into your life you’re going to see the world through new lenses. I hope you find that somebody who keeps you calm when needed, but can go crazy with you too.


XO Sahra

Love More and Worry Less

I’m ready to transition into fall. With Sheer lengthy layers, black denim, and leathered booties, the crisp season is underway. Shot during the last days of the beach season in Pine Point, ME by Z, these shots encapsulate breezy September. While I’m already missing the sand beneath my feet, I’m ready to get fall underway and am excited for the Halloween season! Give me all the pumpkin flavors!

vintage top/dress via Current Boutique
“kitty kitty” sunglasses via Disclothesure
H&M shorts, felt hat
thrifted  Circle S booties via Vinyl Vintage, Portland, ME
Mexican coin necklace from Z <3

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