Tag Archives: S/S 10


Born in 2002 as a Portuguese Fashion Week store project, saymyname has since managed the inspire “a growing clientele of like minded people”. They describe their clothing as high casual, a mixture of design and street wear, and their following is now global, available in the UK through one of About your Dress’ favourites, Bespoke Boutique.

Saymyname’s current inspiration is based on “black music and black culture”, which has lead their designs to involve many textual gimmicks and striking detail, with a large emphasis on bright summer colours and a few pretty prints. The materials they use are easy to wear, and the shapes give you the look of high fashion, but the feel of your jersey basics, perfect for pulling off the “I just threw this on” look!

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One of About your Dress’ favourite brands for simple summer dresses is Fairground, who take note of current trends and deconstructs them to produce memorable and timely pieces. Through the use of quality vintage fabrics and unique cuts the Spring/Summer 10 collection features many dresses in different styles, but in a small selection of fabrics, essentially there is a different shape for every occasion.

As well as dresses, the collection features many other garments that are perfect for a bit of daytime glamour such as jumpsuits, tops, skirts and shorts. Throughout the collection there is a constant theme of floral fabrics, but it stops itself from being too cutesy with structured shapes, flashes of lace and daring hemlines. Fairground can currently be found in a selection of boutiques around the UK and Australia, as well as online at ASOS too, though they will have their own online store up and running soon.

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Virginie Castaway

French born designer Virginie Neumann spent years in fashion school and working as a buying chief manager before deciding to move to Australia, where Virginie Castaway was born. In 2006 she flew back to France to start up her own company around the label, which has been going from strength to strength ever since.

The Spring Summer 10 collection for Virginie Castaway features several new trends including utility and double denim, as well as some summer classics like nautical and florals. Along side these there are a few gorgeous coats and jackets that a perfect for the unpredictable British springtime and stylish basics that will last you well into next season even after many wears.

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Nicola De Main

Leeds graduate Nicola De Main launched her quirky but feminine label in 2005, driven by her passion for vivid colour and vintage design. Before starting her label Nicola won the Fashion Futures Designer of the Year in 2004, and went on to exhibit her work in New York alongside Martin Margiela and Yohji Yamamoto. Since then has created capsule collections for two consecutive seasons with ASOS.

Nicola’s non-elitist attitude to fashion see’s her giving designer quality and detailing at a much nicer price, with gorgeous evening dresses and fun day time dresses, in pretty colours and eye catching prints, making up the most of her Spring/Summer 10 collection.

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Gentle Fawn

American based brand Gentle Fawn Clothing was thought up by designers Daniel and Carla Hogg during an afternoon of thrift shopping, and inspired by a rare collection of antique ceramic fawns. Although today the fawn still remains in their logo as a reminder of the companies creative beginnings, they have since greatly developed their brand.

Gentle Fawn is contemporary and imaginative, drawing a perfect line between design and function, creating gorgeous clothes to wear every day, but still turn a few heads. Their Spring/Summer 10 collection marches to their own beat, whilst still covering big trends like denim and utility.

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Denmark based brand Noblesse is the brainchild of designer Birgitte Herskind and business partner Tommy Hyldahl, launched in January 2009 to immediate success, as the Autumn 09 collection was snapped up by agents in no less than 9 different countries. The main themes of Noblesse’s Spring/Summer 2010 collection are those of sharp tailoring mixed with soft designs, giving off a strong but ultimately feminine feel, their colour palette is mostly nudes, greys and beiges with some darker tones thrown in.

However, there are some wild card garments present, in the form of graphic print harems and leather trousers, which they have successfully incorporated into the collection by teaming them up with softer items. About your Dress is predicting big things for Noblesse, as they are already coming into their own after just two collections, with gorgeous garments and a meticulous attention to detail.

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By Malene Birger

By Malene Birger was created in 2003, driven by the four values of obsession, creativity, responsibility and efficiency. Before establishing By Malene Birger in 2003, Malene had already won a Danish Design Award for her former company Day Birger and Mikkelson.

The S/S 10 collection focuses heavily on current trends, but the distinctive feature of By Malene Birger’s collection is that the pieces are designed in a way that you cannot get the trend wrong. Elegantly cut khaki pieces that ensure that you look like you are rocking the utility trend, rather than heading for safari, and denim dresses mixed with beige jackets give an easy way to work the cow girl trend, rather than look like you are in fancy dress.

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Kurt Geiger Clogs

If, like About your Dress, you have been lusting after clogs ever since they sauntered down Chanel’s S/S10 catwalk, but couldn’t justify the price tag, your wait is over as they have now landed on more affordable ground. Kurt Geiger has released two styles of shoes, classed as a platform court (Jola) and a platform sandal (Jada), which are essentially clogs. Both styles have a dark wooden sole, however the Jada style comes in white and beige leather, whereas the Jola comes in black and beige leather. At £140 a pair, they are not exactly a pick me up treat, but they are definitely an investment this season!

Lucy Hutchings

Lucy Hutchings grew up in Suffolk, developing a natural fascination with raw materials and manipulating them into something beautiful, which led her to the University of Brighton to study materials. After graduation she became noticed very rapidly, having early success with her designs, which lead her to an opening Erickson Beamon’s prestigious London studios. Today her designs are bold and elegant, a perfect figure of show shopping statement jewellery.

Her Spring Summer 10 collection will be Lucy’s fourth, which combines past techniques with new innovative ideas. Her inspiration comes from juxtaposed areas, such as East London architecture, the beauty of geisha’s and The Wizard of Oz. The result of this is beautiful stones caged in metal boxes, and tassels hanging from lightweight chains, amongst other truly striking pieces. Lucy Hutchings jewellery only needs to be worn over plain garments to be rightly appreciated, but they would look great with other outfits too!

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Sonia Rykiel pour H&M

There is not long to wait now for the highly anticipated Sonia Rykiel pour H&M  S/S 10 collection, which is due to drop on Saturday 20th February, in around 200 stores worldwide. The collection see’s Sonia go back to doing what she does best as “The Queen of Knits”; it features plenty of colour, rhinestone embellishments and has an unmistakable Parisian feel. The pieces are pretty, fun and playful, a must for every wardrobe!

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