The design team at Trovata garners it’s share of accolades. Last year they won the Vogue Fashion Fund Award–a big deal in this industry.
However, they’ve got a few quirks. Their HQ’s are in Orange County, which has always struck me as unbelievably odd. Although they claim to be surfer dudes, extreme skiers and musicians, their clothes seem more Nantucket than Newport Beach.
Girls are decked out in cheeky military-style wrap dresses, buttons on sleeves are oversized, and telegrams are printed on the inside of cuffs. Cotton shorts are paired with large canvas bangs and boho flats with bangles. Pants are mid-calf and cuffed.
The clothes may be cute, but I think that the strength of Trovata lies in their marketing. With every season they present a cohesive overarching concept. This year it was the "Duboce Estate Sale" which meant that odd aquatic paraphernalia was plunked around the models and a Brazilian band played catchy street music. Rum punch was the drink du jour.
Trovata always evokes a mood; they may not be couture, but you always feel cool. -Stylechica