Press Daze

Hello fellow followers of fashion,

Before I launch into the latest exciting store previews, a quick apology for not having posted regularly – Fashion SOS has been super busy writing and traveling and absorbing loads more amazing tips I look forward to passing on to you readers.

Now while most of us are looking forward to exotic summer holidays and respite from the Royal Wedding, the fashion world has its attention firmly planted in Autumn/Winter 2011, but with the selections from the latest press showings as versatile as they are, there will be plenty of opportunity to test key new pieces as soon as these latest lines hit the shops.

First up was notable American high street staple Forever 21, renowned by our transatlantic trendsetters for their snappy approach to recognising the most desirable looks and massive affordability (think somewhere between H&M and Topshop in UK terms). Previewing their second autumn/winter collection, the line both looks ahead to colder times with ethically edgy faux-leather and fur pieces, and revives a quintessentially British look with cute tea dresses and chiffon jackets exuding a mixture of class and easy wearability.

Punk styling takes on a certain glamour with a sparkly setting
In contrast in other areas the brand’s LA roots are firmly felt in pieces suited perfectly to both Sunset Boulevard and Sunday night at Glastonbury. Dresses remain maxi, jumpers are boldly printed and mostly lightweight and masculine shades finish a look that is likely to linger as long as the hardy members of the fashion-conscious British public are prepared to go winter-coatless.

You’d never think we were in Soho, would you?
Forever 21 is set to open its new branch on Oxford St sometime in July or, if you can’t wait that long, head to Birmingham where the label is unsurprisingly making a large wave in wardrobes.

The big news at La Perla was the unveiling of a brand new shapewear range, encompassing shorts and bras, not only practical in their design and fabric (a new mixed stretch material developed uniquely for this line) but with added sheer panelling somehow – and FINALLY – managing to retain a certain degree of essential sexiness. A short body-con style skirt completes the range, which normally would be only recommended for the brave, if it weren’t for the nature of the fabric, both lifting and flattening in all the right places. And the coral red. Which is irresistible.

Statement shoes were among the most eye-catching designs at Urban Outfitters, which all had the chunky wedge shape in common but thankfully showcased a massive choice for an eager shopper. A wide selection featured, including twee pompoms off-set with a bright turquoise, animal print and cherry-red patent loafers, all contrasting beautifully with the vintage style dresses and jewellery UO do so well.

The attention to detail was particularly impressive. The shop previewed frivolous additions, like these tiny sewing machines and printed cushions, and made them feel as essential to your life as the clothes and accessories.

And when do these get released into shops?

Happy shopping!

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