Some people get a trip to Europe for graduation. Others, a celebratory dinner, or much-needed financial help with decorating their first real apartment. But when Lizz Wasserman left the University of Wisconsin with a degree in sociology, she got something a little different: an industrial sewing machine and a dress form.

Obviously, it was a good choice. By 2002 Wasserman was designing for established names like Urban Outfitters and Free People in Philadelphia, but something was missing. She longed for the freedom to try any shape or idea that popped into her head. That's why she founded popomomo (the name stands for "post-postmodern movement"), an eco-friendly blend of reconstructed and recycled pieces, contemporary shapes and super soft t-shirts.

"I'm always designing for an intelligent woman who is subtly sexy, creative, comfortable with herself, finding inspiration everywhere: from history books, music, art and the world around her," the downtown L.A. designer explains. "She's inherently cool by moving beyond trend. At times, due to the shapes and ideas behind the line, it can seem a bit serious, but the popomomo girl always has a great time and I wanted the bright, fruity Popsicle colors of my spring collection to be a reflection of that energy. A lot of my influences were historical and diverse: Gertrude Bell, Klaus Nomi, Greek goddesses and accordion players on the street. I imagined these almost like entries on the popomomo girl's blog of disparate style icons."

Equal parts minimalist and comfy chic, the bold, colorful pieces in this line drape like a dream and were made to toss 'n go—the hallmark of any summer wardrobe staple. Now if we only knew where to find one of those parasols...

popomomo is available at Rare Device, 1845 Market Street, (415) 863-3969.

- Caroline Stanley

Similar Topics:fashion, green, shopping, spring 2008

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