So finally here we have it, the final press day of the season. In fact the mother, father and great-grandmother of all press days, with canapés (I ended up making a slight mess with some runny egg), smoothies and the fashion elite in attendance. New Look is a firm fixture on every high street these days, but did you know the brand is actually 40 years old? It's certainly come a long way from humble beginnings in it's 1969 Taunton store and the modern, directional Spring Summer 2010 collection definitely proves it. As soon as I entered the press room, I felt like I was in an exclusive boutique (albeit one with extremely reasonably priced clothes that I wanted to own immediately) and I was pretty much overwhelmed at the rails of new season delights. Work could wait; I had to have a look at every piece in the room. I guess I can split my favourite elements of the collection into pretty/feminine/retro and edgy/urban/sportswear. What can I say? I have multiple fashion personality disorder.
Is it possible to be in love with a skirt? Very much so; who's joining me in loving the architectural qualities of the one above...
Pretty prints and embellishment are here to stay and I picked out a few whimsical faves reminiscent of my beloved Monki. I also loved the string-like Idol top, perhaps a distant relative of a Iris van Herpen creation and perfect for some beach layering. These clothes might just be making me book a 'proper' summer holiday next year.
I also have a few exclusive lookbook images to share. Being a 50s/80s dress fanatic, I'm loving these Luella-like offerings, which are perhaps not quite saving the brand but keeping it alive nonetheless. We should all try and recreate the SS10 collection, using whatever the high street has to offer.
The kids aren't left out of all this fashion malarkey; I'd love my 8-year-old sister to channel something like this, though she's more interested in channeling her Nintendo DS. One day...
What more can I say? The new collection is amazing, varied and very easy on the purse strings. I'm rather annoyed I'll be out of the country when most of this hits but hopefully my Mum will be happy to provide some kind of postage service if/when I get the New Look cravings.
Don't forget to enter the House of Holland tights competition, if you have never commented before, now is the time!