Since it’s been unseasonably cold this spring, we’ve decided to EXTEND the $100 shopping spree giveaway deadline to enter to May 15th.

In Andrea’s “Savoir Faire Swim 2010” blog posting, she wrote about her inspiration behind the giveaway and rules to enter:

“So, those are some of my favorite pieces from the 2010 swim collection! Talk to me! What are your favorites??? I would love to help a sister out, so tell me what you love, need and want! After all, I am planning swim 2011 as you read this. Also, for those of you interested in a $100 DownEast Basics shopping spree, post a photo of yourself looking and feeling fabulous in our swim line on our Facebook page and you will be entered into a drawing to win said shopping spree. I have said and stand by my claim that this swim line is made and designed for real women with real bodies, so I would love to see your photos!”

The winner will be now be chosen and announced on May 15, 2010. So, as Andrea says “On your mark, get set, go get your swim on!”

Thurs., April 29 at 7 p.m.

SLCC Miller Campus, Wasatch Room at the Gail Miller Conference Center

9750 South 300 West

Sandy, Utah

Do you ever feel like you have a closet full of clothes, but nothing to wear? Many women become frustrated with their wardrobe because they are not buying clothes that are flattering to their body type.

So how do you know what’s the right style and fit for you?

If you live in the Salt Lake area, come join Alicia Richmond at 7 p.m. on April 29 for her “Balance Your Body Type” workshop. Alicia is the founder of Chic on a Shoestring, a style and clothing consulting company that helps women look their best! For the past eight seasons, Alicia’s fashion segments have been featured weekly on the Emmy winning ABC 4 talk show, Good Things Utah.

Alicia will not only teach you about your body type and how to dress it, but will also provide you with tools to help you unlock your own personal style!

Best of all, Alicia’s workshop will feature the new DownEast Basics swimwear and summer clothing line. I’ll be there as well to talk about my inspiration for the collection and to give you the scoop on all the latest trends.

Tickets purchased in advance from the Chic on a Shoestring website are $10. You can also purchase tickets at the door for $15 but seating is limited so it’s best to reserve your spot now. You won’t want to miss this event!

Make it a girls’ night out and invite your friends! See you there!

- Andrea

Our summer catalog is filled with fun, fantastic styles for days of warmth and sunshine! In fact, light really became the overall theme for the catalog shoot, with the brightness of the sun contrasted against a dramatic play of shadows, both in the studio and outdoors. Often, shadows are something a photographer fights, using reflectors and choosing settings with minimal light variations. Not this time, however, and I think the look is amazing!

In fact, one of my favorite studio shots is aptly titled “Soleil Style.” Here, our photographer intensified the light in order to simulate the sun, evidenced by Leanne using her hand to shield her eyes.

As part of the focus on summer sunshine, we also used a different approach for the models’ makeup, creating a naturally bare, dewy look with light illuminating cheekbones and foreheads to mimic the healthy glow after an hour or two spent sunbathing. We think the look definitely says “summer”!

Because photography for our summer catalog took place in February, we needed an outdoor location that would provide us with sunny, mild weather and would be just a quick flight away. So naturally, Las Vegas was the obvious choice! Instead of focusing on the typical Las Vegas fare, our theme here was two girlfriends out for lunch and then doing some shopping in an outdoor plaza. Again, in these shots, sunlight and shadows played a dramatic role.

By the way, you’ll notice that in both the on-location and indoor shots Leanne is joined by a lovely new model named Polina. We loved her long, sun kissed blonde hair. It is the quintessential summer look.

Our newest catalog really has so much to offer, including our popular DownEast denim styled for summer, the unveiling of our fabulous special occasion dresses – all under $60! – and more of our great swimwear. So many retailers are sold out of their swim lines by the time summer rolls around, but we wanted to be sure that our flattering and affordable, mix-and-match swim pieces are available during the months you need them!

One of my favorite trends this season is to pair swimwear with other fashion items and accessories. Summer is such a fun, busy time and we wanted to show versatile looks that could go straight from the pool or beach to other activities. We love the “cardi as a coverup” look here. Add some cropped jeans or a lightweight knit skirt and you’re on your way to almost anywhere!

I hope you’re enjoying the start of a fabulous “spring into summer” season wherever you are!

All the best,

Candy

Here’s a sneak peek at the cover of our Summer 2010 catalog, which will be hitting homes soon!

There’s so much to love in this catalog – fun and flirty warm weather looks, our popular denim line styled for summer, more of our great swimwear and our new, show-stopping special occasion dresses!

Be on the lookout for our new catalog! Here’s to summer!

- Andrea

I know what you are thinking going into this… “Of course the swimwear looks good on the models in the catalog, but how will it look on me?” I know you are thinking this, because I am thinking the exact same thing. The good news is that the DownEast Basics swimwear line is designed for real women with real bodies to feel confident and beautiful. I personally try on every swim sample in every style so I see firsthand how my body with all of its “size large” lovely curves looks and feels in the DownEast Basics swim line. I am excited for the launch of this line that includes best-selling styles from previous seasons along with new, trendy silhouettes in fun, unexpected prints and colors. I seriously love this swim line so much that I used it to style a lot of our fashion items in our summer catalog that will hit homes in the next couple of weeks. These looks are so beachy beautiful, it’s hard to imagine wearing one piece without the other. Here are some highlights and suggestions for you to try. Life is too short, so embrace that body whatever it may be and hit the sand, sun and sea!

Sausalito Halter:  This is our best-selling swim top three years running. It is a universally flattering swim top that features wide halter straps in a fun contrast polka dot and stripe bodice. The neckline and halter strap create a more hourglass shape. You will also find that the length of this swim top is not only perfect for keeping covered but also complements your leg and hip line. There are some great color combinations available in this top. My favorite is the vintage feel of the soft turquoise stripes (which is the Pantone color of the year) paired with the chartreuse mini polka dot.

Riviera Tank:  This is one of the fabulous new swim top styles in the line this year! This swim top is a wish come true for women that would like to enhance their bust line while slimming the tummy & waistline…sign me up! The mini ruffle detail and underwire support will give your bust the perfect boost and the drawstrings along the sides create the flattering shirring detail on the tummy and waist. My favorite print of the season is available in this top. I love the pink and orange shades of the floral print.

Sunset Swim Dress:  This is our take on old Hollywood glamour swimwear. This gorgeous swim top features a longer length and ruffle detail that will complement the hip and upper thighs. The shirring down the side seams creates a waistline and conceals the tummy. Halter straps and a slight v-neckline also help create an overall hourglass shape. This top comes in the all-time classic black and a fun yellow floral with black and white polka dot trim. 

Hollywood Tank:  This new swim top is cute as a button and flattering to boot! The wide square straps (that cross in back) will slim and minimize the upper arm/shoulders and the long bodice provides the perfect slimming support through the mid-riff. It is hard to resist the darling polka dot print and button detail, so don’t even try!

Mediterranean Tank:  Our first animal print on swim is featured on the new Mediterranean swim tank. This print is in a beautiful bronze color that complements most skin tones. The chest has a vertical shirring panel that enhances the bust line and the flattering halter style offers great lift and support. The halter strap is removable for a bandeaux option, too. 

Santa Cruz Bikini Skirt:  This little number will do wonders for your hips and thighs!!! Designed with built-in bikini bottoms, this cute skirt offers a flattering leg length while the shirring minimizes the hips and upper thighs. This will remain on my “must have” swim pieces list for years to come. 

Waikiki Bikini:  This new bikini bottom has a slightly higher cut on the thigh, which will lengthen and slim your leg line, and also features a flower on one hip. You may not be in Hawaii, but this little swim bottom helps you feel like you are there!

Malibu Swim Skirt:  A true classic never dies. This swim skirt has been in our swim line every year and always sells out for good reason. It is really the perfect swim skirt you can wear in and out of the water. It features the perfect length, a slimming wrap style and fun ruffle detail.   

So, those are some of my favorite pieces from the 2010 swim collection! Talk to me! What are your favorites??? I would love to help a sister out, so tell me what you love, need and want! After all, I am planning swim 2011 as you read this. Also, for those of you interested in a $100 DownEast Basics shopping spree, post a photo of yourself looking and feeling fabulous in our swim line on our Facebook page and you will be entered into a drawing to win said shopping spree. I have said and stand by my claim that this swim line is made and designed for real women with real bodies, so I would love to see your photos! The winner will be chosen and announced on May 1, 2010. On your mark, get set, go get your swim on!

XOXO-
Andrea

In a recent style and shopping event hosted by the DownEast Basics in Roseville store, twenty girls from the Pure Fashion Sacramento program had fun learning about clothing design, shopping on a budget and what new fashions will be popular this summer. The event was part of the organization’s eight month Model Training Program that focuses on guiding young women ages 14 to 18 to become confident, competent leaders who live the virtues of modesty and purity in their schools and communities. Pure Fashion hopes to positively impact the fashion industry by motivating customers to choose clothing and accessories that are fun and fresh, yet modest and respectful of the dignity of the human person. The Pure Fashion Sacramento Fashion Show will take place in July 2010. For more information, visit www.purefashion.com.

Pure Fashion's Sacramento group had fun at the DownEast Basics Roseville style and shopping event.

We always love hearing from our fans, especially new ones! In a recent letter to DownEast Basics, a blog giveaway winner had this to share:

I am the lucky winner of a Down East Basics giveaway hosted by Lindsay at her blog, Frugal and Fabulous. I received the item today and want to say a big Thank You!! I chose the short sleeve cardigan in french vanilla, and I love it!! It’s a nice light weight, which will be perfect for spring, and the color is lovely. I really appreciate your sponsoring this giveaway and introducing me to DownEast Basics!!

 - Sharon Olivier

What’s your favorite DownEast item that’s light, cozy and stylish for spring? We’d love to hear your comments!

DownEast fan Sharon Olivier models her favorite spring style.

I’m Bill Freedman, senior VP and one of the co-founders of DownEast, and I want to tell you about a very important initiative currently underway. The Utah Flash Family Foundation, which was started to provide Christmas presents for local Utah families in need, is reaching beyond its borders to help orphaned children in earthquake-devastated Haiti have a home and the necessities of life.

During a food drop after the earthquake, a makeshift orphanage was discovered in a rural area on the outskirts of Port-Au-Prince, its building destroyed. The Flash Family Foundation has made rebuilding the orphanage and creating a better place for these young people to live its mission. Most recently, a parcel of land was purchased on which the building will be constructed.

Utah Flash owner Brandt Andersen has posted pictures and video he took during his visit with the children, which can be viewed at http://www.youtube.com/watch?v=275VqWyPstw.

DownEast has made a donation of over $11,000 to help the Flash Family Foundation in this important endeavor. Our gift was comprised of a $5,000 outright corporate donation, as well as contributions made from DownEast employees that were again corporate-matched. 

In the aftermath of the earthquake in Haiti, there is a desperate need among its people for the things so many of us take for granted – items like food and clean water, sanitation and shelter. Nowhere is that need greater than among the Haitian children. The DownEast family is honored to lend a hand.

If you are interested in helping the Flash Family Foundation by making a personal contribution, contact Drew Sellers at Drew@Utahflash.com to learn how. Even a small amount can go a long way!

Sincerely,

Bill Freedman

The Flash Family Foundation has made rebuilding the orphanage and creating a better place for these young people to live its mission.

DownEast donated over $11,000 to help the Flash Family Foundation in this important endeavor.

Our new catalog arrives this week, filled with amazing spring clothing styles and accessories from DownEast! The fashions are feminine and romantic, modern and fun, and are based on a stunning palette of colors. The catalog also introduces our first-ever swimsuit line and oh-so-bare sandals for the warm summer months ahead!

If you’re interested in fashion, you’ll also want to read this. It’s an interview with “yours truly” on the hot styles and trends for spring and summer. In it, I highlight some of the great new looks from DownEast!

All the best!

- Andrea