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Spring 10


An interesting season for Warehouse – the brand quite radically overhauls its look to put a serious focus on casualwear and daytime pieces with no sign of its occasionwear range Spotlight, or any real eveningwear or formalwear for that matter, save for a couple of tailored blazers.

The launch of Warehouse Utility leads the charge on this relaxed vibe, with beaded-shoulder regimental jackets flanked by layered silk and cotton dresses in dark charcoal and forest green shades, rip and repair skinny jeans, slashed and studded draping tops and a flash of sequins on a swirled print mini dress.

Elsewhere, other strong elements of the more dressed-down Warehouse include chambray playsuits, tiered denim bandeau dresses (à la D&G) and cotton gingham checked tea dresses (one of the only Christopher Kane interpretations doing the rounds).

There are flashes of colour peeking around the rails – tiered micro floral-print tea dresses, lace-edged lemon camisole tops and a couple of technicolour Aztec and palm leaf prints on smock dresses and sheer gauzy vests, but the limited smarter items remain largely neutral.

Key pieces

  • Studded leather lancet waistcoat
  • Palm-print cotton sleeveless dress
  • Ruffle-fronted billowing maxi dress
  • Chambray playsuit with spaghetti straps

Right for the market?

How the dearth of nip and tuck dresses and evening frocks will go down with customers will be interesting. With no Spotlight eveningwear on show and a scarcity of work-appropriate pieces, Warehouse needs to hope that its customer will take to this more relaxed silhouette.

That said, the utilitywear looks directional enough and suitably embellished to suggest a fashion-forward collection that is well differentiated from the rest of the young fashion offerings.

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