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"Erin Fetherston launched her ladylike label seven years ago, during a heyday of risqu\u00E9 hemlines and pantie-less Hollywood It girls that spawned a fashion phase of Mad Max body-con dresses and grungy downtown cutoffs. \"Those were dark days. I remember trying to experiment with shoulder pads and ripping them out,\" laughs Erin, who was determined to stay true to herself. \"I really do believe that at the end of the day there's always going to be a group of girls who still want to look pretty and feminine. I think you can be directional and edgy and not look like you've been dragged through the gutter.\"\n\nSticking to her guns, the designer showed her high-end fashion line for six years before switching gears a year ago with her new, lower-priced contemporary label, Erin. \"What always worked for my brand is that it's authentic to my taste and point of view, but I realized the one disconnect was really the price,\" Erin explains. \"I think about all the muses who inspire me, and they weren't shopping at the price point I was selling my clothes. When you have style and your own creativity, you don't need to drop $1,500 on a dress.\"\n\nDesigned with the same keen eye and integrity as her former collections were, the Erin line's fresh frocks start at $350 and can take you from a walk in the park straight to the prom. \"The dresses can go any which way\u2014I design with that versatility in mind,\" she says. \"You can put on a sandal during the day and a heel at night and switch to a clutch. There's no singularity.\" And with more accessible designs, Erin just may be able to influence girls to step away from the still-ubiquitous bandage dress for the night. \"It's always been part of my mission to redefine what is sexy and come back to a place where that doesn't mean you're letting it all hang out.\""^^<http://www.w3.org/2001/XMLSchema#string>
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