Take a look at this woman. Chances are, you know her. Not this blondie herself, of course, but others in her tribe. Let’s call her Flora, as in Fashion Loving, On the run and very Retail Aware. And for all those Floras — style-savvy but time-poor, grown-up but youthful, in shape but real — out there, this might just be your retail moment. Channelling an aesthetic that is fashionable and easy to wear — think Stella on the school run, on a budget — she wants effortless cool with a nod to the now.
It’s all about a decent fashion/life balance — that place where style and lifestyle meet. It’s outfits that work from day to night, school run to office, from flirty to serious and back again, fast. And now, the high street might just deliver them. Where once it was all cheap fixes and superfast trends, high hemlines and even higher turnovers (in short, the sort of fashion that leaves Flora cold), there has been a perceptible shift. Retail’s head honchos have heard her call and are responding.
With a minimalist mood, wearability with a fashion twist is coming our way — at every price point “When we think of our woman, we don’t talk about age,” says Jane Shepherdson, CEO of Whistles. “We talk about an attitude. She’s someone who loves fashion. She wants things to be edited for her, key pieces for her wardrobe. She’s confident, she wants to be stylish, but not look like she’s spent all morning trying to put it together. And if she’s paying a bit more, she wants quality clothes that will last and won’t date.” First up on her shopping list for next season will be a pair of trousers. “They’re the next thing,” declares Shepherdson. “In the past three months, they’ve come back with real force. We’re selling cool pegged styles and harems. They’re flattering, they’re a new look after years of jeans, they suit all sorts of shapes, and they look good with a high sandal or an ankle boot.”
That boot will probably be Pierre Hardy for Gap, which has a wedge for comfort but is still snazzy-looking; her statement sandal perhaps courtesy of Zara, worn with turn-ups for a bit of extra oomph. And then she might pick up a flying jacket or a simple white silk shirt (working her own take on Phoebe Philo’s AW10 collection for Céline), before slinging on an across-the-body, messenger-style bag (all the better for fitting those flats in).
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Next up, she needs a coat. “It’s so exciting, there’s so much happening with them: shearling, military and those lovely little duffels and parkas,” says Shepherdson. Or, indeed, capes, in which case: River Island, thank you very much.
And then, of course, she’ll want a dress. Flora’s after one that multitasks — not for her a tricky number that’s difficult to wear. As Shepherdson declares: “Nobody wants to have to go home and get changed any more, do they?” Next’s on-trend camel number with leather detailing, and Zara’s forgiving wrap (good on the arms, gentle on the mum tum), will work again and again, and then some. As would Whistles’ Alaïa-esque skater dress. Made of thick bandage-style fabric, it is snug on the boobs and arms, but forgiving on the tummy, bottom and thighs. “It’s so flattering, everyone looks amazing in it,” says Shepherdson. “It doesn’t show lumps, and it doesn’t matter if you’ve got the most enormous bottom in the world, as it won’t show.”
Fashion has been moving in this direction for a while, and the trends for AW10 push it further down this route. With a minimalist mood, colours such as camel and white, and pieces such as shirts, shift dresses, boots and classic trousers on the fashion menu, wearability with a fashion twist is coming our way — at every price point.
Next season delivers fashionability that’s about a certain sensibility — Flora’s to be precise. This is her shopping moment. We recommend you get in on the action.
For the Style and Whistles trunk show, click below.
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Whistle for it
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Ever wondered what happens at a trunk show? Well, basically it’s a party with shopping — and here’s your chance to go to one. We have got together with Whistles to put on an exclusive trunk show for Style readers, previewing the brand’s new AW10 collection, because we think it’s so great. For one night only, head down to the flagship store in London and be the first to see next season’s offerings. You’ll get to browse the collections with Jane Shepherdson and the Style team, and have the chance to get first dibs on your favourite pieces by pre-ordering them on the night.
Sixty lucky readers will be able to buy and take home the amazing Selina skater dress pictured above (£195; also available in cream and black), weeks before anyone else.
And then there’s the champagne, canapés and goodie bags containing gifts from Whistles and Cowshed Spa products to be getting excited about. Click the link below to apply for tickets and for further details.
And don’t say we don’t look after you.
The Style/Whistles AW10 Trunk Show takes place on Thursday, July 15, at Whistles, St Christopher’s Place, W1; 6.30pm-9pm - click below
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http://www.whistles.co.uk/fcp/content/sundaytimes-trunk-show/content