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What's selling now: contemporary fashion

Find out what’s selling now in the world of contemporary fashion 


1706 fabchap collectie 380

Fabienne Chapot

Caroline Lait, owner of Boutique 3 in Cheltenham

A bestselling brand for us has been PS by Paul Smith, particularly the smarter pink-base print dresses (£159-£289) and T-shirts (£49-£129). It also has a really lovely and fun ice-lolly print dress (£135), which I think is going to sell well if the nice weather continues. Another popular brand for us is Essentiel Antwerp, particularly the silk print dresses (£305) and skirts (£230.) Fabienne Chapot also does well – the sundresses (£139) and shorts (£69), particularly in the lobster print. We had a really good April, despite the poor weather at the start of the month, and we enjoyed some busy weekends with the sunshine, too. Hopefully the warmer weather is here to stay, as that definitely keeps things busier.

Jane Forbes, owner of Frontiers Boutique in Edinburgh

A bestselling brand for us this season has been YMC, which has been doing well across the entire range. It can be worn by any age and works well for most women who seem to love the simplicity of the brand. The trousers (£150) fit perfectly and have been very popular. Another brand selling well has been Folk, especially the button-down light shirts (£145) in the pale blue pinstripe. The quirky, fun T-shirts (from £65) from Etre Cécile have been selling really well lately, and a standout piece has been a fun slogan sweatshirt (£99) that has been really popular with our customers. Things have been really good for us. We are actually opening another menswear store right opposite where we are now. We are located in a really great area of Edinburgh that has become a real destination for shopping and we get a lot of visitors who really like our stuff and that’s a real boost.

Les 100 ciels

Les 100 Ciels

Amy Cook, owner of Eighty Seven in Melbourne, Derbyshire

All of our brands have been selling through really well this season, but the khaki full-sleeved shirt (£89) and cap-sleeved top (£68) from Second Female have been doing particularly well. The shape is flattering and the colour has been a real draw. Woden sneakers have also been selling well in olive green and dusky blue (£79.95). They work perfectly for my demographic, which is young mums that like on-trend style with a practical twist. A couple of pieces that I have from the Les 100 Ciels collection have been selling well. Two summer dresses from this brand, a cotton shift shirt dress (£92) and a rib-style lightweight knit dress in red (£125) have been extremely popular. Generally, business has been going really well for me. I am way up year on year and not really feeling the downturn. This may be due to the fact that I am only in my second year so I am still acquiring new business, but I hope it continues.

Cecilie Brinckmann, manager at Wild Swans in Chiswick, London

Ganni has been selling really well lately, especially a statement wrap dress (£200), the silk skirts (£355) and T-shirts (£45). The brand is really gaining exposure in London which means that although we have stocked it since we opened, we are getting a lot of people buying into the brand now. Another strong seller for us has been Samsøe & Samsøe which has been trading well with the printed skirts (£155) – especially a midi-length skirt in yellow with blue flowers. The range is really well-priced and there is an evening gown (£149) that has been really popular lately because it is such a reasonable price for the quality. Another bestselling brand has been Stine Goya. The dresses (£190-£400) and shirts (£190) have been selling particularly well. Generally, business has been doing well since the weather improved. March was really tough as no-one was particularly interested in spring collections when it was 5 degrees and snowing outside, but since the weather has improved, business has definitely picked up. 



Lee jeans daren

Lee Daren

Simon Porter, owner of Born Store in Eastbourne

Our customers have been buying a lot from the Makia Clothing range recently. Shirts (£58-£68) and tees (£30-£40) have been especially popular, particularly in navy and black. Another strongly performing brand has been Lee jeans, especially the Daren style (£85) which is a straight-leg dark wash. The Australian brand Deus Ex Machina has been selling well with its tees (£50) and short-sleeved shirts (£85) as customers seem to love the quality, colour and uniqueness of the brand. Trade could be a better. We are currently in our first year so we are still trying to get ourselves a better footfall in the area. I used to run stores in London and so I have tried to bring those styles to Eastbourne and now we are just trying to spread the word about the store and online. We are steadily getting more custom from towns further afield such as Brighton.

Adam Smith, manager of Badger Clothing in Brighton

Farah shorts (£50) have been really selling well since the weather warmed up, especially the Hawk short chinos. We stock them in six colours and they have all been selling well. Colorful Standard is a new brand for us and it is flying. We added it to the store a few weeks ago and we’ve had to reorder four times in that period. The T-shirts (£30) and sweatshirts (£55) have been selling especially well. Another strong seller for us is Fred Perry tees (£30) and polos (£55). I believe it has a bit of a cult following in Brighton, and it always sells well. 

Afts027 a

Far Afield

James Rennie, owner of Ryan James in Glasgow, Scotland

One of our bestselling brands at the moment has been Far Afield, especially the bright jersey tees (£30). The brand is really popular for us because of its exclusivity – we are the only store in the area to stock it. Another brand that is selling well is Hymn London. The shirting (£60) from this brand is perfect for a smarter look and our customers really love it. Cotton crewneck sweatshirts (£65) from Old Harry are also selling really well, especially for customers that want that layering piece. We have been finding things a bit tough with the weather lately – having a store stocked with spring/summer pieces while it is still quite cold outside has not been particularly helpful for drawing customers in and enticing them to buy. We are still in our first year so we are building up the business and it is still growing, but others in the area have been here for longer and have more regulars, which is  to their advantage.

Shu Terase, retail operations manager at Sunny Siders in Shoreditch, east London

We have been selling Still by Hand shirts (£165) and trousers (£165) a lot lately. Customers seem to love that the brand is very simple but of a high quality. Another strong seller has been Fujito – its knitwear (£190) and outerwear (£290). The brand has a really beautiful backstory which I think the customers really love when they buy this hand-crafted workwear brand. The vintage military-style trainers (£80-£165) from Reproduction of Found have been selling wel,l too, especially in the black and white shades. With the weather being so nice, business has been great for us. We are not located in a particularly well-recognised shopping area but we do attract a fair amount of custom from locals who like to buy from the store.


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