Meet Anthropologie's New sister..

(photo: Elle)

Have you heard? Anthropologie has launched a brand new wholesale line, called Leifsdottir (which is a Scandinavian surname meaning "daughter of Leif"). Read more here and here

"Described as the sister of Anthropologie, Leifsdottir is designed to reveal layers of complexity, with unique trims, vintage buttons, ruffles, embroidery and dressmaker tailoring. Wholesale prices will range from $60 to $250 and higher for special pieces.The collection will bow in the fall. It reflects the sensibility of Anthropologie's design director, Johanna Uurasjarvi, a Finnish woman who oversees the retailer's in-house assortment, which up until now has been only for its own stores.Uurasjarvi said Leifsdottir clothes are designed to "give you butterflies the first time and every time that you see them. They will be treasured pieces that you wear again and again. It's soulful, keepsake clothing that can reach a broader audience than Anthropologie."

(photos: WWD)