A disappointing store overshadows some pretty product and decent pricing
Miss Selfridge’s spring 10 offer is less edgy than in previous seasons, with a focus on girlish tiered tulle skirts, floral-print prom dresses and lots of bow details on the necks of cutaway backed dresses and little shorts. Plenty of plaid shirts feed into a shabby chic look backed up by sequined shrugs teamed with broderie anglaise cotton tops. There are still some interesting twists, such as velvet, which has pretty much been ignored by the other young fashion retailers.
The changing rooms disappoint, with stained curtains, hanging rails which collapse when product is hung on them, and cubicles arranged in a square space, giving a communal feel to an experience which should be more discreet. A great-looking group of mannequins showing off the denim range leads to disappointment when Drapers is unable to easily find the product displayed - it’s eventually found at the other end of the store.
An Aztec-print cotton maxi dress looks significantly cheaper than its £45 price tag, while a tiered tulle-style skirt with elasticated waistband and black piping gives much more bang for your buck at £27. Skinny indigo jeans are a well priced £29, but basics such as black leggings for £14 and extra-long ribbed vests at £8 could be a pound or two cheaper to be truly competitive. A pink gathered-bottom top with scalloped, pearl-encrusted neckline is good value for the detail at £35.