Kookaï is going firmly back to its Parisian roots for spring 10 with an ultra-feminine romantic range now designed entirely by its French team, with inspiration taken firmly from the streets of the French capital.
Playsuits and tapered trousers are key, with a soft muted palette running through many of the stories. In its more casual offering, floaty cheesecloth tops and dresses in shades of soft cream and warm beige sit well together, but with little colour to write home about.
The sophisticated long black gowns and shorter dresses with gold button shoulder embellishments all offer solid grown-up staples in contrast to the super-short hems and outré embellishment of the younger fashion retailers, while the Alexander Wang-style sports trend is touched upon as sporty grey jersey tops are paired with brown suede tapered trousers.
The re-emergence of skins coming through for spring is realised here via a long lightweight suede waterfall coat, which shows off Kookaï’s mainland Europe design influences.
- Long cream waterfall suede coat
- Neon coral shorts with braces
- Watercolour-print cream playsuit
- Oyster-coloured washed-silk blazer
Right for the market?
Kookaï has definitely shown it has grown up with its latest offer and many of the pieces do feel fresh, with some directional hints that nod to trends without being slavish.
This should suit Kookaï’s 30-plus customer well, but bearing in mind there are a lot of competitors vying for market share of this arena now – George Davies’ GIVe, Anthropologie and Mint Velvet have joined Whistles and Hobbs in targeting this shopper – it might be a tough season.
However, with prices for the more basic pieces sitting at about the £50 mark, Kookaï’s is a very affordable offer and makes it a credible contender to woo its target age group.