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Warehouse

Autumn 10

The look

Warehouse’s chunky winter knits, demure 1950s frill dresses, rock ‘n’ roll party dresses and pea coats were displayed on larger-than-life cardboard cut-out lookbook images at its press day to reinforce the key looks for autumn 10.

Outerwear is the highlight, ranging from leather shearling jackets and wool coats with fur panelling to khaki parka jackets and wool capes.

Colours are muted, with navy, black and grey dominant, while splashes of red and powder blue add brightness. Neutral tones such as camel, cream and pearl are seen on coats and tailored trousers.

Trend-led pieces include velvet panelled trousers and a cropped shearling jacket with buckles on the cuffs. Knitwear takes inspiration from American Indian prints, in contrast to deconstructed, grungy wide-web knits seen at Warehouse’s more trend-driven competitors.

Key pieces

  • Cropped shearling jacket
  • American Indian-print knitted jacket
  • Black chiffon pleated dress

Right for the market?

Warehouse describes its customer as passionate about fashion with an appreciation for design and quality. The quality, however, varies - tartan and plaid woven skirts are lacklustre, and although they look great when styled in lookbooks, it is unclear how these will translate to the shopfloor. The customer will be spoilt for choice with a range of coats and jackets, but they disguise the lack of standout daywear.

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