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New Look: Womenswear

Autumn 10

The look

New Look serves up a riot of colour and texture for autumn 10, with grown-up femininity at its core.

The Limited range stands out, justifying its 30% higher price point, with collections including an expanded White Gothic story featuring pretty dresses with silk-ripped layers, embellishments, feather textures and beadwork, topped off with metallic touches and ultra-soft yarns. Christopher Kane-esque leather dresses make an impression, while an ethnic-inspired traveller look works vintage prints in soft blouses with chunky knits, leather and dresses.

In the core range, shearling-lined jackets are inspired by Burberry’s autumn 10 flying jackets. Aran knits and Fair Isle jumpers are teamed with flirty skirts, while a return to British heritage sees plaid and tweed jackets paired with vintage frocks.

Key pieces

  • Shearling waterfall-style jacket teamed with Fair Isle knits
  • Limited white chiffon dress with metallic embellished bodice
  • Fake fur jacket paired with floral dress

Right for the market?

Added texture and embellishment are key to offering customers value for money at New Look.

The sheer number of stories and range of catwalk-inspired looks will ensure fashion-forward customers find something to suit their tastes. However, it remains to be seen how much of the product seen at the press preview will filter down into the retailer’s 600-plus stores.

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