After two seasons of rock chick looks channelling the glam grunge All Saints aesthetic, Miss Selfridge has taken a lighter approach to spring 10, returning to its ultra girlish roots with a raft of technicolour prints, vintage-inspired prom dresses and super cute accessories. Set to be a more feminine season than last for the majority of high street retailers, Miss Selfridge has embraced this aesthetic with vim and vigour, focusing on stories of layered tulles prom dresses and sequin dotted skirts in vanilla shades or tiered in candy colours, ruffle topped floaty maxi dresses in summery overblown flower prints and balletic satin trimmed skirts and spider woven silver tops. Polka dots are central to a circus-themed story on puff shouldered blazers and jersey tops teamed with chequerboard top hats and oversized bows, while more casual are the palm tree printed jumpsuits and floral denim twisted into super short shorts and midriff revealing cami tops. The only D&G catwalk reference so far spotted this season – spring 09 had the Italian duo’s sequinned anchor motifs in every high street window – is realised in a laser cut tiered suede cowgirl dress.
- Coloured sequin jumpsuit
- Monochrome polka dot tailored blazer
- Hawaiian print jumpsuit
- Strapless prom dress is tulle with sequin and feather detail
Right for the market?
Whether it is dark and moody or fun and colourful, Miss Selfridge always manages to cater her product to suit the core customer who, regardless of colour or mood, wants to look young and sexy. Falling neatly in between the more directional looks of sister brand Topshop and the less sophisticated swipes at trends over at Dorothy Perkins, Miss Selfridge has hit the money for next spring. There is also a good awareness of the younger end of the customer base who may not have the cash to invest in heavily beaded sheer shrugs or all over sequinned dresses as Drapers was informed that these embellished motifs would also be rendered as prints on more cost effective jersey Ts.