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Hobbs

Spring 10

Looks

The mainline collection continues to be well cut and crafted with bright cropped jackets with covered plackets, ruffle front blouses, beaded necklines and bright floral printed shifts. Nautical is interpreted through red, white and blue rose motif knits akin to DKNY’s spring 10 offering, while knitwear adds a stripe of caramel to the traditional nautical colourway. NW3’s first spring collection embodies the quintessential Englishness of Hobbs but adds a strong dose of directional fashion humour, so we see bird motif knitwear, floral print bra tops, a Prince of Wales check suit jacket which morphs into a playsuit, watercolour check prints, and little white sailor hats with ladybird brooches. The second season for the premium Heritage and Artisan 10-piece collection includes amazing corseted dresses and printed Irish linen trench coats (£249 and £199 respectively) which will sell in just two of Hobbs’ biggest stores.

Key pieces

  • NW3 sea blue storm flap trench with white piping
  • Chartreuse silk trench coat
  • NW3 bird and flower micro print soft peg leg trousers
  • NW3 white lined biker jacket

Right for the market?

The introduction of Hobbs’ NW3 line last season has added a new directional impetus to the product, and with this its first spring season, the designers have gone for hell for leather in really proving they can compete with the high street big boys on innovative fashion pieces. The most important thing for Hobbs now is to get the word out that while its core customer can still happily shop the classic mainline, there is plenty of choice for a more trend-savvy shopper keen to buy into a beautifully made, directional piece via NW3 at a slightly lower price point – NW3 dresses are typically £139, while the mainline dresses average at £149.

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