It’s that time of year again where we are seeing brands showcase their new season products through their press events. From glorious venues to standout products to the best entertain, they are all trying to compete for the best in show.
I recently attended the House of Fraser aw17 press show, but if you know me, you’ll know this was for work. Although, I also take great pleasure in days like this.
This season for House of Fraser, particularly Womenswear, there are some very exciting changes and this event was the first time press and bloggers were seeing it!
House of Fraser’s exclusive Womenswear brands have had a complete revamp and we are launching a new brand called Issa. Heard of it? You may recognize it.
Issa originally launched in 2003 by Brazilian born, London-based designer Daniella Helayel. Since the early days, the label focused on creating silk jersey dresses in silhouettes and styles that make women feel comfortable, confident, and chic. By 2005, the label was followed by a number of celebrity supporters. Remember in November 2010 when Kate Middleton wore a long-sleeved sapphire-blue dress to announce her engagement to Prince William? Well that was Issa. After that it received global attention.
The brand, now sits with House of Fraser and is perfect to fill a gap in the company’s Womenswear market, by offering premium, glamorous and confident clothing and accessories that can take you from day to evening.
Embellishment, prints and shapes are key for Issa and definitely a brand for those that want a stand out piece for their occasion dressing!
The exclusive brands to House of Fraser, Biba, Label Lab, Linea and Maison De Nimes have also been refreshed. If you know Label Lab or Linea you’ll notice a difference and hopefully you’ll agree with me, that the changes are awesome!
Biba, well you probably already know it’s my favourite brand and it didn’t disappoint. This is the one brand that isn’t changing to much in terms of its brand profile, its still as strong and iconic as ever. There will be more of an emphasis on those going out products with more separates, such as party blouses and suits.
Maison de Nimes, our denim go to brand. The denim options for AW17 have grown and really cater for that denim dressing trend. Double, triple denim anyone?Have you seen my post about when this launched last year? Check it out here….
Label Lab, a very close second favourite for me. It has been transformed to be all about dress down glam with a rock and roll vibe. You will find those ‘magpie’ pieces in this brand, that you can wear with a multitude of options for great functionality.
The day showcased each brand well. Instead of presenting AW17 by trends like previous events, this day was an opportunity to really get a feel for each of these brands individually. Issa had its own mirrored room. As you walked in you were hit with an army of mannequins in signature prints and vibrant colours. The other brands were presented with their show stopping pieces.
Maybe, you still want to know what to expect in terms of trends for AW17 at house of Fraser? Well here’s a quick snapshot.
Boot camp, where utility meets sports. Clean, minimalistic with sport elements. Key items for your wardrobe are the pargool, track pant, utility trouser, skinny crop top and oversized tee. Look out for vibrant yellows, blue against monochrome, khaki and silver metallic.
Origin, a contemporary look with an interest in all things sustainable and organic. Raw edges, fraying and quilting. Key items for your wardrobe are oversized cocoon knits, puffas and parkas and utility trousers. Colours will be green, burnished orange and tan tones.
Look out Biba’s take on the puffa and parka as they add their twist with lace, velvet and massive fur collars!
Virtual future, bright shiny and exciting. New technical fabrics and space styling inspire this trend. Quilting, wrapping and funnel neck details. Key items for your wardrobe are anoraks, tops are oversized, moulded shoulders on jackets, asymmetric and wrapped dresses and asymmetric tops. Metallic or pale gold, blue, ink, emerald green and black are key colours.
Costume drama, a new take on lingerie dressing with oriental and historical references. Mixing rich textured fabrics such as velvet, devore, jacquards and rich prints. Pajama dressing and separates, the robe and wide leg trousers. Layering is key, belted and wrapped. Jewel tones, gold, pear yellow, deep reds and peacock greens.
So, that is a quick round up of what to expect for House of Fraser’s womenswear AW17. If you haven’t shopped there before then I do feel you should take a look at these new changes from July as there are some incredible pieces coming through!
You will find me mainly trying to rock the PJ trend with those oriental vibes! xx