MAXIMIZE YOUR SUMMER WARDROBE WITH THE MAXI DRESS

Summer is finally here and while London town is boiling at temperatures of 26`Celsius and more, it's time to pack up those warm clothes and donne the hot weather's finest. There are various trends that are rocking the ramps for Spring-Summer 2010 but nothing is as gorgeous and literally 'airy' as the flirty, feminine and colorful maxi dress. Comfortable and chic they can be teamed with a chunky accessory and even with a belt. Wear with flat sandals in nude tones to match the glossy prints.

It can be worn on a night out and even during the day. For the night wear an off-shoulder maxi like these celebrities are sporting and team it with a muted necklace or a box framed clutch and nicely done hair. Curls or straight or clipped up in a bun.

During the day go for halter styles, or strappy wonders, or even tank top neck styles for a more casual look. Team with lots of wooden bangles in tribal designs and colourful hues to complete the look.



One of my favourites is the maxi dress from Stella McCartneys collection above. The perfect colour to show off that sun kissed glow skin with this hue. Printed, flowy, pleated and in georgette. Teamed with nude stilletos and can be worn during the day and night.

To opt for the more colourful ones opt for the collections from Emilo Pucci, Stella McCartney, and Roberto Cavalli. If you aren't someone who is big on bright colours go for the nude ones by Missoni, Chloe and Sass & Bide.



Images Courtesy: Google images
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JUMPSTART YOUR WARDROBE

The jumpsuit has had humble beginnings similar to blue jeans. Both the trends started as work wear and have now infiltrated the ramps from London and Milan to Paris. They aren’t just the staple outfits for astronauts or construction workers but have jumped back into fashion radar with the glitzy express of designers and celebrities promoting and owning them. Spring-Summer is here and the jumpsuit is one of the must have outfits to dress up or down for any occasion. Topshop, H&M, Zara, every brand is carving its own rendition of a jumpsuit. If you are the one to go for the more pricey brands, check out the jumpsuits by Lanvin, DKNY, Jean Paul Gautier or even Givenchy. Every designer or brand has added a mix of their personal trendy trims to enhance it.

“Jumpsuits were first introduced around 1913 by the H.D. Lee Mercantile Company and primarily sold as military uniforms or flight suits during WWI. Other industries soon caught on to the simple duds and soon they were showing up everywhere from farms to factories. Initially designed for men, it wouldn’t be until an industrious icon named Rosie the Riveter starting showing up in her jumpsuit that women recognized the utility of wearing a garment that wouldn’t get caught in machinery as they took to the factories in WWII.” (http://www.retroland.com/) 

The jumpsuits might have been a comfortable garment for people but never has it been at the pinnacle of fashion like this season. It came back into trend 2008 onwards and had a short shelf life but Spring-Summer 2010 features the most flirty and feminine; easy to wear styles we have ever seen. The lengths vary, so there is everything for everyone. From ankle length jumpsuits to hot pants length rompers. Halter to sequinned, jersey to silk and tailored to flowing.

For a casual day look, team a flowery printed jersey or georgette jumpsuit with gladiator sandals or ballet shoes. For a formal look at night donne a tailored silk ankle length jumpsuit with a cropped jacket and high heeled pumps.

Topshop Jumpsuit in Blake Lively style

Lanvin Spring-Summer 2010 one shoulder 

Jean Paul Gautier Spring-Summer 2010

Even at the Brit Awards this year in London on 16th February every celebrity had a different style of carrying off the jumpsuit. Lady Gaga wore a transparent body suit with lace gathers scattered all over. Cheryl Cole opted for a hooded black jumpsuit and Alicia Keyes went for something subtle in style yet sparkling one.

Lady Gaga at the Brit Awards 2010

Cheryl Cole at the Brit Awards 2010

Alicia Keyes at Brit Awards 2010

Perhaps one person we can never forget who sported the jumpsuit in a bejewelled and sparkly avatar was the master of rock and roll, Elvis Presley himself. It is from then onwards that the jumpsuit became more of a fashion icon than a utilitarian garment.

So go and pick out a jumpsuit from the collection out there. It's definitely a needed selection this season.

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(Images courtesy: Google)

RISKY BUSINESS!

Today the branding industry is in constant warfare mode. Marketing strategies are given utmost importance in the industry if a brand has to walk ahead of its cut throat competition. Millions of pounds are spent on advertising campaigns and promotional strategies. For example, some fashion designers hold sample sales to promote their new collection to draw in crowds to their stores. Some brands offer free products on purchase of their product and almost everyone has a fashion show or huge celebrity endorsed parties. One of the most important strategies behind advertising is putting your image as close to the consumer's face as possible. When he is walking on a street, or travelling in the tube, or sitting and relaxing with a coffee in a shop, your hoarding your advert should be the most prominent thing in front of their eyes. I don't blame brands. After all customer is the king and to please the king you have to think of ways to constantly be in their eye. That is one way to make a customer move towards climbing the ladder of loyalty to the brand.

But the question is, is everything justified in brand wars. Can marketing strategies be more important than customer benefit, if in fact marketing is done for customer benefit? Topshop entered into a deal with Kate Moss in 2007 to launch a collection targeted at teenagers. From then on it has been rumored that she received more than 1 million a year for her collections and the brand made around 40 million with the sales. Financial gain smells sweetly of success, but do brands not have an ethical responsibility towards the consumers. The deal which is still on and its marketed at a high rate does not realize the negative effect it can have on teenagers. Celebrities are role models for the younger generation. They tend not to follow into their fashion style but also want to imitate their lifestyle and habits. Things that they say and do are regarded as 'cool.' Maybe even drug or alcohol addiction? 

In 2005 an article in the Daily Mirror exposed Kate Moss as a drug addict. It stated " The skeletal model's coke-fueled plunge from grace has exposed some ugly truths about the fashion industry -- not least its world-class hypocrisy.Two weeks ago, during New York City's Fashion Week, London's Daily Mirror newspaper splashed its cover with an image of Moss -- still a supermodel at 31, as well as mother to a 2-year-old daughter -- cutting lines of cocaine on a CD jewel box." Being a global fashion icon and a role model for young girls and women around the world, does such a reckless attitude justify her to be used as a brand ambassador? Is it then ethical for brands to have a celebrity deal even when she is in the news for all the wrong reasons. Are brands that hungry for public attention? 

The brands she was working for at that time such as Chanel, Rimmel, fired her for sometime but then rehired her again. Is the value of a pretty face then more important than their habits?                                                                                                                                                                                         

Paris Hilton endorsed the brand Guess, whilst being in the news for sex scandal videos and alcohol addiction issues. This should have been a cue for brands to take their hands off her, but the list of endorsements and advertisements continued.

Lindsay Lohan was signed on by Fornarina, an Italian denim brand in 2009 despite reports of her reckless behaviour and addiction to cocaine. Her family issues with her father made headlines and her parent's divorce was considered a cause for the addiction. Lindsay Lohan continued despite various efforts to join a rehabilitation centre.

Celebrities do add a great sense of value to a brand's image and help bring in customers. As everything that happens in a celebrities life is exciting and adventurous as much as following their style. But is everything fair in love and brand wars? Ethically is it right for a brand to do this or even this is something we are ready to forget about? Since in the 21st century, everything seems possible and excusable.

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