MISS ALEXIA REVIEWS BOOHOO
Global online fashion retailer Boohoo offers a ‘blink-and-miss-it’ daily turnover of men’s and women’s clothing, shoes and accessories. The brand’s Autumn/Winter 2014 collection (tagline and T-slogan:
‘People will stare, make it worth their while’) by a team of in house designers promises a clicking frenzy among its loyal fans (and, did we mention free shipping to Australia on all orders?).
Voxfrock was treated to a preview of Boohoo’s Australian edition collection at the Blackman Hotel. It has enough variety in tonal ‘mood’ and fabrications to thoroughly excite any discerning fashionista. Five key trends are inspired by catwalks and celebrities (think Alexander Wang’s dabble with pastels, and the oversized houndstooth reigning at Balmain):
Chalk Pastels
A trans-seasonal winner with soft washes of peachy pink, violet and powder blue on flowing skirts, shirts and soft cable sweaters. A look of modern ladylike refinement.
Silhouettes are simple to focus sheer fabrications and layering techniques. A standout little ensemble was this cropped Chanel-style jacket and matching shorties, modernised by horizontal flashes of warm tangerine for a textured touch.
The juxtaposition of traditional tailored silhouettes and contemporary aesthetics in this number is utterly refreshing.
Maritime
The concept of sea-side dressing (navy stripes, sunny yellows and fresh cream hues) is usually indicative of a warm weather get-up, but Boohoo breeezily adapts it for winter. Classic stripes, houndstooth and lavish gold embellishments recall nauticals in the 1990s. Picture trophy jackets paired with sleek cami jumpsuits and metallic accessories to vamp up relaxed day wear. And, I loved the dynamic contrast and layering of yellow and cobalt in this story; not a look for the faint-hearted.
Art Noise
My pick of the five trends, Art Noise is part 60’s Mod girl, part optical illusion. Bold and predominantly monochromatic, it follows the pulsating geometric creations seen recently at Marc Jacobs and Helmut Lang in which form and pattern hypnotically synchronised. Flashes of silver metallic trim on clean silhouettes also suggests classic styling with a futuristic twist. Shift dresses and classic printed pants can be dressed up with a simple black blazer and heels; ideal for both work and play, especially with a warm splash of cranberry in the mix.
Florals
Menswear and footwear is covered just as thoroughly in this offering as womenswear. Men’s includes glorious florals on soft cotton jumpers and crisp, cuffed shirts and tees; street wear but, with an element of delicate charm. I was hooked on one blooming standout; a slouchy floral sweater that works with all shades of denim. (Note to boys: You may want to keep your eye on this before your girlfriend nicks it from your wardrobe.)
“We find that most of our men’s range is also a favourite with female shoppers,” says Boohoo International Marketing Manager, Kelly Byrne “There’s something about the guy’s stuff they love wearing too.”
Boutique
Delicate embellishments, higher quality fabrications, formal and evening wear options; Boohoo’s Boutique offering promises a ‘high fashion edge with an affordable price tag.’ The bohemian-inspired brocade prints of its Woodcutter story are offset by chunky gold accessories. Beaded bomber jackets, smock shirtdresses and monochrome jumpsuits are key silhouettes in this limited-edition line.
I was impressed by the elegant silhouette and china teacup blue print of the ‘Leni’ silky floral wide leg culottes (detail pictured above) and opulent tailoring doesn’t get more regal than the ‘Evie bird’ brocade gold trim pocket jacket (below); affordable and trés chic.
Clothing prices start at $26, accessories from $14 at www.boohoo.com. Selected items available now. Main photo: Alexia Petsinis models “People will stare, make it worth their while”, a collaborative T-shirt designed by Pen Hearts Paper with Boohoo.
Alexia Petsinis, intern@voxfrock.com.au
