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This vivacious new short-order brand has a real eye for the ladies, says Ian Wright.

THE BASICS        

Wholesale prices £12 to £35       

Website (live in May)             

Telephone 020 8809 4432            

The merits of short-order buying are clear – the ability to refresh and react to trends quickly and its relative affordability all make the concept attractive to buyers. But as we’ve seen with forward order, as more and more brands enter that market, the overall quality tends to get diluted. Thankfully this isn’t a problem for Lashes, a new short-order womenswear brand that is set to launch in May.

Its name belies how seriously Lashes is taking its debut on the short-order scene. This is no ditzy, airheaded blonde of a brand but more an alluring, coquettish Lolita of a label. The range deftly walks the line between sexy and kooky, making for a satisfying product mix.

Inspired by Americana and pop art, the collection includes dresses, playsuits, shorts, mini skirts and crop tops. But what really sets the brand apart is the attention to detail across the range: laser cutting is well-considered and intricate and heat-sealed studding adds a harder edge to proceedings. And while sequins and chiffon are short-order stalwarts, the appearance of neoprene will keep customers excited.

While elevating the quality, Lashes hasn’t neglected the all-important customer service: new styles will be available every two weeks, the lead time is six weeks and minimums, while currently a little punchy at 300 pieces per style, will come down when the brand appoints its sales agent, which it will announce soon. Once launched, spring 12 stock will be available throughout the season while autumn 12 order books should be open from the end of May.

All this makes for a compelling short-order package, which is why some of the high street’s biggest hitters are already eyeing Lashes. Looks like it’s time to have a flutter…

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