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Mint Velvet

Spring 10


Spring 10 is only the second collection from Mint Velvet, set up by the team behind the former Principles chain, and the business has really hit its stride.

A coherent collection of easy-to-wear pieces furnished with plenty of delicate embellishment, the range hits the “relaxed glamour” aesthetic that brand director Liz Houghton was aiming for. The collection centres around layering and outfit building, and to this end there are plenty of subtly detailed basics. It comes in a flattering nude palette accented with just the odd hint of coral, peach or lime.

Sheer V-neck knits with slouchy, low-slung pockets through to tone-on-tone beaded cami tops are the building blocks of the offer, peppered with more statement woven- and tribal-beaded dresses and sequin-encrusted shrugs. Sequins are an important decorative medium, and feature across the fronts of long jersey dresses and on the shoulders of capped-sleeve tops.

The detail in the collection is particularly impressive, so a simple glazed cotton trench coat is fitted with ballooning pockets, watercolour-print dresses have an ombré-effect treatment on the hem, and spider-web knits are dotted with shimmering beading.

Key pieces

  • Studded dove grey silk dress
  • Cupro cropped harem pants
  • Lace-edged sheer shift dress
  • Tailored city shorts

Right for the market?

Aiming to fill the void that Houghton says exists for the 30-something woman who “wants the buzz of walking into Topshop but with product targeted at their own age group”, Mint Velvet
has struck a good balance of subtle trend references on beautiful fabrics that are still easy to wear. With dresses sitting within the price bracket of £60 to £125, they neatly fill a price gap
between the likes of Karen Millen and Marks & Spencer.

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