All Eyes on Wildfox

A sneak preview into Spring/ Summer 13’s We’re the Kids in America.

The past two days have seen a Press Day event hosted by Dust PR. It was a chance for the fashion press to take a first look at the Wildfox Spring / Summer 13 collection ‘We’re the Kids in America’, inspired by the 1995 film Clueless.

With an RSVP list of around 200, the ladies at Dust have been exceptional hosts as they were showing around bloggers and press on three floors filled with fashion. Wildfox had a prime spot on the top floor where the new collection was presented along with Bond-Girl-inspired Wildfox Swim’s Diamonds are Forever and Wildfox Kids, a mini-me version of the grown up range.

Yet all eyes were on the shades. The first time to be shown in the UK, the cool, oversized 1990s-inspired sunglasses  wowed the press and had the ladies from Cosmopolitan UK in gasps of amazement. Clare Smith, Senior Fashion Stylist at the magazine, admitted, ‘We do love Wildfox. We’re a little bit obsessed’, as her colleague Laura Puddy snapped her in the Wildfox frames for a live tweet from the Press Day.

Sophie Harris, Account Director at Dust PR, asserted that less is more when it comes to the presentation of garments. ‘We’ve edited the collection a little bit to make it look as premium as it is. Each piece is so incredible and sometimes it gets lost if there are too many. I want people to come in here and look at it, and think, “Wow, I love everything.”.’

During the first hour of this two-day event alone, the Covent Garden based PR company had press people from the Guardian, Marie Claire, InStyle, 1883 Magazine, the Daily Mail and the fashion directory Fashion Monitor. Harriet Sweet, Account Executive at Dust PR, added that plenty more fashion writers were on their way, among them Vogue, Tatler, Pop, Love, Dazed & Confused, Company, You Magazine, Sunday Times Style, as well as bloggers Peony Lim and The Fashion Frog. A fan of Wildfox herself, Harriet summed up why the brand is so popular with the fashion press. ‘It’s slouchy but smart at the same time. And I love all the new knit.’

Expect to see more cute but cool tees and distressed knitted jumpers from Wildfox for next year’s spring and summer, with gorgeous prints that play on the collection’s Clueless theme, in summery, soft colours and light weight fabrics. Complimenting the recently launched Wildfox Swim range, We’re the Kids in America comprises beach cover-ups and playsuits. Still quite new for Wildfox, the latest collection also includes dresses and skirts. The little shorts that were so popular during SS12 are back too — and last but not least, the fantastically fabulous sunglasses, available at Harvey Nichols.

Bring on Spring / Summer 2013!


By the way, over on SpiritHoods’ UK Facebook page, we have a giveaway competition running until Friday 9th November, 2pm GMT. For your chance to win a Husky Corduroy SpiritHood, log onto Facebook, like SpiritHoods UK and share the Facebook post about the Husky Corduroy. Best of luck!

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