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New Look womenswear

Spring 10


New Look is set to give Miss Selfridge a run for its money in spring 10, with its strongest story a melee of nude and blush tones on sequined, cropped cardigans, sheer tops with concertinaed shell-like appliqué, lace-print cotton trench coats and satin vests.

There are plenty of rockier pieces to keep the more rebellious teen happy, including sleeveless leather biker gilets, slashed cotton T-shirts and a jersey blazer with sprays of silver stars across the shoulders.

This is also the second season for New Look’s Idol collection. This time there are suggestions the designers
are looking to a more trend-hungry shopper, with billowing animal-print jumpsuits, a lancet biker jacket in a white, silk-like fabric with biker-panelled sleeves and a skull and crossbones digital-print velvet shift. Giles Deacon’s collaborative collection also fits in nicely with the super-feminine theme with polka-dot dresses, kitten-intarsia knits and spotty cardigans.

Key pieces

  • Giles Deacon pink two-tone polka dot fit-and-flare dress
  • Rose-pink cotton biker jacket
  • Butterfly motif-embroidered stonewashed denim shorts
  • Blue and white plaid playsuit

Right for the market?

New Look’s press days are always more impressive than when you see the product in store. However, there are enough standout pieces to show it can more than compete when it comes to affordable, trend-led product for a teen market. It just needs the correct in-store merchandising to have the impact to back up the product.

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