Economic crisis? Says who? I am marching right into my boss’s office and asking her for a raise! “For what” she says, “Heidi Merrick of course!” This ultra feminine line boasts beautiful ruffles with a sleek side also.  The Fall line is gorgeous of course.  If you have not already figured out exactly what your going to spend your extra cash on then log on to Heidi Merrick and check out the beautiful fall collection.  A must see – the beautiful green blouse with black pencil skirt – a must for the office.

(Heidi Merrick – L: Kate R: Godard)

(Heidi Merrick – L: Arabella R: Sarah)

From Matt & Nat’s Pool collection, the Avril handbag is large enough to carry all the accessories you need. The Avril is made entirely out of vegan leather with faux suede lining and antique brass hardware.  Stylish but socially responsible, the outer shell of the Avril handbag is produced from 17 recycled bottles. As if wearing a super eco-friendly accessory weren’t satisfying enough, Matt & Nat is also hosting a summer sale on its website. The Avril handbag is presently $138.00, a whopping 50% off from its original price of $275.00.

The Yvette Cut-Out Bootie is the latest by Loeffler Randall, a brand devoted to combining contemporary trends with elegance through minimalist designs. Available in gray and navy, this boot is perfect for the upcoming fall season and features a gold zipper in the rear and a cut-out instep. The Yvette is currently sold at Barneys for $575.00.

These antique brass earrings with white mother of pearl by Giles & Brother are the ideal addition to your jewelry box this season. A shimmering oval-cut pearl is wrapped in a picture-frame web of brass for a chic and timeless look. Simple yet understatedly complex, these earrings are sold at the Giles & Brother online store for $313.00.

(1. Preservation Top – 100 % Cotton, 2. Zig Zag Cami – 100 % Silk Charmeuse, 3. Nyasa Top – 100 % Silk Georgette, 4. Conservation Top - 100% Organic Cotton)

(1. Brushstroke Tee, Anthropologie.com 2. Wide Bangle, Mark Davis, Barneys.com 3. FlowerColor Bronzing Podwer, EccoBella.com 4. Merriee Pump, Steve Madden, Endless.com 5. Cashmere Blend Sweater Dress, Stella McCartney, Net-a-porter.com)

Classic Cut Out Dress w/Obi Belt, $288

Classic Shirtdress w/Pleated Detail Armhole, $288

Mock Tunic Dress w/ Obi Belt, $258

Split NeckTunic/Dress w/Pleated Armhole Detail, $288.

Fine more Nature vs. Future pieces at Nimli.

What is your favorite piece that you have designed?
The ‘Touchdown There’ denim jacket with hand-embroidered football players on the back
(from our first collection).

Who are your favorite designers?

Elsa Schiaparelli, Sonia Rykiel, and Kim Gordon’s X-girl line of the 90’s; fashion with humor is key.

Tell us about the space where you design?
I am lucky to have a work/live space in Chinatown, NYC, between two feuding baby turtle vendors and across the street from the greatest ice cream store on earth.

How do you get out of a creativity rut?
Long aimless walks with my headphones on full blast.

When did you learn to sew and who taught you?
My earliest memory was in home economics class in junior high. Our big project was to sew a stuffed animal out of kits we would pick from a craft catalog. I chose a flourescent green dragon with hinged arms. I still have it.

What is your favorite part of designing?
Experimenting with new prints and color. and watching how they react with one another.

What is the toughest part of being a business owner?
Keeping up with the Joneses.

What is your favorite part about being a business owner?
I’m quoting straight from a fortune cookie I received: “There is only one success…to be able to live your life your own way.
What is new at Snoozer Loser?
Charles Darwin and Virginia Woolf…you’ll see in Spring 09.

What is next for Snoozer Loser?
We’ve been developing an accessories line for a while now, and have tested a few pieces out which have been received kindly, so I am hoping that is the next step.

What piece from the winter line do you think that everyone should have?
The Maya Jacket. It’s a perfect little cropped jacket in Thai Silk that is a gorgeous verdigris color. It’s perfect for layering and goes with everything.

Coffee, tea or ?
Coffee. Black with a bit of raw sugar.

We have been following Snoozer Loser for a few seasons now and we are not the only ones captivated by this emerging designers copious amounts of talent. Thanks in part to reality television, we have all became a bit more sensitive to the fact that it takes a lot of guts to achieve even a sliver of glory in this business we call ‘fashion.’ The need to know more drove us to interview Sonia Tay for our first of what will become a regular collection of designer interviews.
Tell us a little bit about Snoozer Loser.
Snoozer Loser is a clothing label that stems from a love of art, music, textiles and odd prints.

When was the label started?
2005 and is based in New York City.

What were you doing before you started the label?
I graduated Parsons [the New School for Design] and my first job was a print and embroidery artist for a textile studio.  I then moved on to designing for a number of fashion companies in the “industry” and did some costume designing and styling for films and shoots.

Tell us about your design process.
I usually draw in my sketchbook, quick little ideas with watercolor and pen. I take a lot of photographs with my memory.

What are your inspirations?
Lately… The Discovery Channel, the town of Kent Falls in CT, mineral and crystal stores, Elvis, Pollywogg Holler, the art of Yayoi Kusama and Yoko Ono, a book on medicinal plants I found at a thrift store and my friends.

- Continued next week OR read the rest of our interview with Snoozer Loser in the Dec/Jan issue of DiDi Magazine, free here.

This guide to fashion and style is alphabetically organized for quick reference and the illustrations could not be more fabulous. This book is definitely worth a flip through and would make a great gift for a girlfriend this holiday season.

For more ‘Seen’ picks, download and view issues of DiDi Magazine here.

There is nothing like a fantastic top that makes you feel put together, whether your wearing jeans or need to freshen up a work outfit for an après work fête.

Here are a few tops that caught our eye:

(TL-BR: DAY Birger et Mikkelsen, Anna Sui, Vanessa Bruno, DAY Birger et Mikkelsen, Antik Batik, Tibi.)

All tops are available at Net-A-Porter.

(Images couresy of: Net-A-Porter).

(TL-BR: Sensuous Belted Sweatercoat, Silk & Cashmere Scoopneck Sweater, Bouclé Ruffle Sweater Vest, Pointelle-stitch Cardigan Sweater. )

All sweaters are available online at Victoria’s Secret.

(Images courtesty of: Victoria’s Secret)