THE SUMMER TREND REPORT

Here is the lowdown of the hottest trends for the summer 2010 season…ranging from feminine almost Victorian dress, to inspiration derived from the popular eighties and nineties, with a twenty-first century overhaul in the melting pot. Fashion lovers should expect some fresh, fun and effortlessly cool collections.

1. Florals and prints

Ditsy and paisley to tribal prints have been swarming the runways and magazines over the last few months. Dresses, tunics, skirts, shorts, playsuits (more on these later), and even tights. Vintage floral prints have been given a contemporary and edgier look when mixed with our staple leather jacket. This is the new feminine – dainty and cute but also sexy and flirty, reverting back to innocence, but leaving something for the imagination. If florals are not for you expect some tribal and quirky prints to hit the stores in the coming months.

Pansy Print Slip Skirt £35 from Topshop http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=0&viewAllFlag=&catalogId=19551&storeId=12556&categoryId=202599&parent_category_rn=189002&productId=1581765&langId=-1

Floral Print Stiff Trilby Hat £20 from Topshop http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=20&viewAllFlag=false&catalogId=19551&storeId=12556&categoryId=202599&parent_category_rn=189002&productId=1636722&langId=-1

Floral Printed Flared Dress £38 from Miss. Selfridge http://www.missselfridge.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=0&viewAllFlag=&catalogId=20555&storeId=12554&categoryId=143525&parent_category_rn=63749&productId=1643418&langId=-1

Lolly Floral Dress £18 from Boohoo.com http://www.boohoo.com/FashionClothing/index.php?id=AZZ88367&code=AZZ88367-216-18&size=10&color=TURQUOISE

2. Pastels

Sorbet, ice cream, blush, mermaid and baby boy blue, ballerina pink, coral, lemon and spearmint green are the popular colour palette for the 10 summer season. Soft shades were seen in Dior, Luella, and Westwood, and infiltrated with silks, sheers and chiffons, a perfect celebration of all that is feminine. A light breeze through all the black and harsh embellishments we embraced last year – try some nail varnish for a quick fix too in your favourite shade.

Luella S/S 2010 Collection

Oasis Silk Trim Vest £10 http://www.oasis-stores.com/Silk-Trim-Vest/All-Tops/oasis/fcp-product/3190277017

Oasis Ruffle Front Shift Dress £60 http://www.oasis-stores.com/Ruffle-Front-Shift-Dress/All-Dresses/oasis/fcp-product/3470052145

Topshop Wavy Frill Front Vest £28 http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=20&viewAllFlag=false&catalogId=19551&storeId=12556&categoryId=198051&parent_category_rn=42325&productId=1663918&langId=-1

3. Brogues

Again reverting back to vintage traditions, the brogue is ‘THE’ shoe this season. Perfect with shorts, skirts, jeans and dresses. Complementing tights, but also adding that extra warmth between seasons for chilly toes in a too-hot-for-boots, but too-cold-for-just-pumps-and-no-tights-or-socks scenario, also great for those un-loving plymsole girls, hopefully they should also give a little more water protection from the rain – just add polish. They will take you everywhere from work, to shopping, gigs, and maybe even the pub or bar. Also easily dressed up and down. For those of us who love to customise why not change your laces, and add some decoration for a personal look.

Sophia Brogue £45 Oasis http://www.oasis-stores.com/Sophia-Brogue/All-Footwear/oasis/fcp-product/6130013614

ATAP Brogue £45 Faith http://www.faith.co.uk/pink-atap-flat-shoe-prod570723/

Artisan Cut Out Shoe Patent Pu £45 Office http://www.office.co.uk/womens/office/artisan_cut_out_shoe/30/8210/21851/1/

4. Bum Bags

This style is for the very daring and uber-eccentric hidden inside all of us, I am still left to be converted. Many of us probably thought that bum bags were a part of some tourist essentials kit, and yet they have been seen on the catwalk of Dolce and Gabanna and Marc Jacobs. Mix with zips, tassels or studs to bring the trend up to date, this will probably be the new boho – western beach look so watch this space (no OAP’s allowed).

5. Denim

Denim, denim, and more denim has been seen everywhere over the last few months, on boys and girls. Jackets, dresses, gillets as well as the statement jeans, shorts and denim skirts. Shirts and the infamous jeggings have also displayed a retro twist on the fabric, displaying denim contours and shapes without us having to invest in some statement or expensive denim pieces, however maybe it is time to put aside all inhibitions and scour charity shops or eBay for a bargain, or save up and grab that new denim dress or jacket from our favourite store. It is quite probable that some of us will have some denim demon hiding in the closet from the eighties or nineties, and now is the perfect time to set it free. If you want to add to your wardrobe though look for some denim with a modern spin so you are not wasting your money on just another pair of jeans – try a bleached pair, something printed, or maybe something with rips.  If you do not want to swing outside of your comfort zone try different shades of blue. Head to toe denim still seems slightly too scary for me, maybe I will leave that to the Alexa Chungs’ of our world.

Denim Boobtube Dress £45 Miss. Selfridge http://www.missselfridge.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=0&viewAllFlag=&catalogId=20555&storeId=12554&categoryId=197998&parent_category_rn=202594&productId=1614773&langId=-1

Light Tie Waist Chambray Shirt £28 Miss. Selfridge http://www.missselfridge.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=0&viewAllFlag=&catalogId=20555&storeId=12554&categoryId=197998&parent_category_rn=202594&productId=1667316&langId=-1

Destination Denim at ASOS http://www.asos.com/Women/Jeans/Cat/pgecategory.aspx?cid=3630

6. Military

This trend is big for boys and girls this season. From lace-up boots, which have been proving a hit for a while – already a winner with celebrities, to pockets, chains, buttons, piping and sergeant pepper jackets. Royal blues and gold to warm browns and khakis present many a possibility for personalisation. Simple aviator shades will also give you that instant Topgun-esque sexy look, and by investing in some glasses or a jacket allows us to embrace the trend without having to create an all over look – boys please be careful not to look like an action man. Girls should also mix with pastel shades, like the ones mentioned above to lighten the look and bring together two key trends.

TBA Military Detail Shirt Dress £135 ASOS – also available in Navy http://www.asos.com/Tba/Tba-Military-Detail-Shirt-Dress/Prod/pgeproduct.aspx?iid=894321&SearchQuery=military&sh=0&pge=1&pgesize=20&sort=-1&clr=Nude

Rare Halter Military Dress £45 ASOS http://www.asos.com/Rare/Rare-Halter-Military-Dress/Prod/pgeproduct.aspx?iid=1025312&SearchQuery=military&sh=0&pge=1&pgesize=20&sort=-1&clr=Cream

River Island Military Trim Jacket £54.99 http://xml.riverisland.com/flash/content.php – go to jackets/ coats and leathers.

ASOS ANGLO Leather Ski Hook Boot £65 http://www.asos.com/Asos/Asos-Anglo-Leather-Ski-Hook-Boot/Prod/pgeproduct.aspx?iid=970475&cid=4172&sh=0&pge=4&pgesize=20&sort=-1&clr=Black

7. Shorts

Always a staple for summer, and one that can be applied to all walks of life – the beach or the office, back in all its glory – even cycling shorts, dare I say it. Leather, satin, denim and print have been used for the short this year, so there doesn’t seem to be any limit on fabrics or design. A printed, pastel, denim or even khaki short will bring together a couple of trends, while satin and leather are also popular. There is also something for everyone with different lengths, the boy short sees the continuation of girls in boyfriend attire, while feminine cut city shorts and hotpants for the beach are always a favourite. Again like brogues shorts can be dressed up or down, with heels or flats, bare legs or tights, to translate through the next couple of seasons. Apparently the cycling shorts are to be used as a type of legging, so pair with dresses and tunics, or just keep for the gym.

Belted Shorts £32 Topshop http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=20&viewAllFlag=false&catalogId=19551&storeId=12556&categoryId=202599&parent_category_rn=189002&productId=1615446&langId=-1

Large Floral Skater Shorts £35 Warehouse http://www.warehouse.co.uk/large-floral-skater-shorts/Shorts/warehouse/fcp-product/300529

8. Playsuits/ Jumpsuits

These were popular last year, and have seen a revival this year. Playsuits can again be worn with tights or bare legs and are a perfect festival or beach look, pair with a straw Trilby or rave specs, they also work with heels and flats for work or nights out. To go all out with this trend pick up a jumpsuit and wear with quirky scarves and your favourite jewellery, again transcending from day to-night, work and play.

ASOS Bow Shoulder £40 http://www.asos.com/Asos/Asos-Bow-Shoulder-Playsuit/Prod/pgeproduct.aspx?iid=1018078&cid=7618&sh=0&pge=1&pgesize=20&sort=-1&clr=Navy

Math Collective Printed Silk Cape £65 ASOS (see also Global below) http://www.asos.com/Math-Collective/Math-Collective-Printed-Silk-Cape-Playsuit/Prod/pgeproduct.aspx?iid=1035974&cid=7618&sh=0&pge=1&pgesize=20&sort=-1&clr=Black%2fMystic+Print

Floral Printed Playsuit £40 Oasis http://www.oasis-stores.com/Floral-Printed-Playsuit/Jumpsuits/oasis/fcp-product/4420000500

Black Plain Jumpsuit £40 Miss. Selfridge http://www.missselfridge.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=0&viewAllFlag=&catalogId=20555&storeId=12554&categoryId=157968&parent_category_rn=&productId=1549204&langId=-1

9. Sports Chic/ Luxe

A lot has been said about this in the fashion press recently, it is quite simply one of the biggest trends this season. Taking elements from eighties films such as Flashdance and Fame, but adding a unique sophisticated touch to its dress. This is not a gym substitute, it merely plays with the gym connotations, your trackies should still be left in the gym, it is Sports Chic after all. Harem pants or bodycon dresses with athletic twists are your best friends for this trend if you are not normally a big fan of sportswear and jersey. Silk tops and blazers can also be worn with drop-crutch trousers, also remember those cycling shorts I was talking about? Neon sport watches are also great fun to add some colour to your summer wardrobe, anchoring the look, without having to necessarily invest in something you may not feel comfortable or happy in, have a delve through American Apparel for more ideas.

Pink Sport Watch £20 Oasis http://www.oasis-stores.com/Pink-Sport-Watch/Watches/oasis/fcp-product/4700002748

Plastic Digital Watch £15 Oasis http://www.oasis-stores.com/Plastic-Digital-Watch/Watches/oasis/fcp-product/8110028522

*Both watches come in a variety of colours.

VANHOVE Heel Aldo £65 http://www.aldoshoes.com/uk/women/heels/peep-toe/78039693-vanhove/12

Gloria Cross Over Straps Shoes £65 Topshop http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=0&viewAllFlag=&catalogId=19551&storeId=12556&categoryId=198495&parent_category_rn=198488&productId=1571227&langId=-1

Tanya Suede Mix Hi Top Trainer £25 Topshop  http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=0&viewAllFlag=&catalogId=19551&storeId=12556&categoryId=198499&parent_category_rn=198488&productId=1564866&langId=-1

Mango Slash Neck Marl Pocket Linen Mix Tee £17.90 ASOS http://www.asos.com/Mango/Mango-Slash-Neck-Marl-Pocket-Linen-Mix-Tee/Prod/pgeproduct.aspx?iid=1020040&cid=4718&sh=0&pge=0&pgesize=20&sort=-1&clr=Grey

Elastic Front Pocket Tunic £28 Topshop http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=140&viewAllFlag=false&catalogId=19551&storeId=12556&categoryId=198051&parent_category_rn=42325&productId=1647913&langId=-1

Linen Tapered Trousers £38 Topshop http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=0&viewAllFlag=true&catalogId=19551&storeId=12556&categoryId=155556&parent_category_rn=74433&productId=1656714&langId=-1

Cropped Hareem Trousers £25 Topshop http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=0&viewAllFlag=&catalogId=19551&storeId=12556&categoryId=159935&parent_category_rn=74433&productId=1548457&langId=-1

10. Underwear as Outerwear

Taken from the idea of the Victorian corset, the bralet as it has become to be known is a little longer than a bra but not an all out, full on corset – which would be something along the lines of torture today, however beautifully crafted they may be. My favourite sees the bralet under sheer tops, with jeans, shorts or skirts. Low cut plain t.shirts or vest tops emphasising the top of a bra is ultra sexy, and feminine. Layering also works, a lacey camisole worn underneath your first top with visible lace is a quick and easy way to merge the look into your everyday dress, but remember less is more, this should be classy – you do not want to end up looking like a ****.

Vintage Silk Bralet £20 Topshop http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=20&viewAllFlag=false&catalogId=19551&storeId=12556&categoryId=156280&parent_category_rn=58908&productId=1506675&langId=-1

Paisley Lace Longline Bralet £20 Topshop http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=40&viewAllFlag=false&catalogId=19551&storeId=12556&categoryId=156280&parent_category_rn=58908&productId=1614635&langId=-1

Wrap Mesh Dress By Boutique £50 http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=60&viewAllFlag=false&catalogId=19551&storeId=12556&categoryId=151405&parent_category_rn=42344&productId=1668062&langId=-1

11. Socks

Slowly making a breakthrough over the last few years, cute girly socks have finally been taken note of on the runways, and have been paired with heels and flats, dresses and skirts – this is the new preppy, and one of the cheapest looks to invest in for the season.

Topshop and ASOS have a great hosiery, and sock selection, just add statement shoes.

12. Global

Animal prints and batiks praise tribal adventure through our wardrobes, a distinct exotic on the move and travelling, cultural vibe. Neutrals can be worked into these outfits as a base, splashed with acid yellows, greens, reds, oranges and blues, a vision of bright motifs and bold patterns. Wooden beads and bangles finish the look of nicely.

Tropical IKAT Bandeau Dress £45 Warehouse http://www.warehouse.co.uk/TROPICAL-IKAT-BANDEAU-DRESS//warehouse/fcp-product/300186

Jamelia Bangles £16 from Monsoon – Accessorize http://www.monsoon.co.uk/Bracelets/Jamelia-Bangles/invt/64113176&bklist=icat,5,shop,women,womenjewellery,womenbracelets

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One thought on “THE SUMMER TREND REPORT

  1. Love all these looks, except for bum bags…. they’re useful yes… but that’s as far as it goes! I can’t see this look transferring to the high street!

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