Written by, Becky Harris
ESVIE Contributor
To be honest, the brand Superdry is not one in which I have particularly been a fan of in the past. Don’t get me wrong, it is an extremely successful company and is exceptional at selling to a market of teenagers- particularly boys- with their never-ending array of hoodies and lumberjack shirts. Yet it had never been a store that I got excited about walking in to. However, from seeing what they have conjured up next for their S/S 2011 collections, I now don’t think it’s possible for me not to get excited about shopping in Superdry.
Behold! Superdry’s new “Delicates” range! Yep, you did indeed hear correctly. The brand is aiming further in the female direction, and are introducing a line of uber-cute little underwear separates and silky pyjamas. My personal favourites are the gorgeous gingham bustiers and balconette bras, available in a range of pastel shades, complete with matching frilly knickers. If gingham’s not your thing, there are plenty of other prints- pastel stripes, bold checks or simple, solid bright colours including coral and pink. For a super-stylish sleepy time, you can opt for bold plaid prints. These perfectly reflect the brand’s roots of the lumberjack shirts and brighter colours, yet still keep with the new girly feel and detailing, with dreamy chambray fabrics.
And that’s not all ladies! The high-street moguls certainly have had their thinking hats on, and are also launching a ‘Vintage Thrift’ collection. The range cleverly explores Superdry’s idea of femininity with delicately-detailed peached cotton dresses. Find an eclectic mix of vintage style prints in florals, polka dots, stripes, and gingham, available in a range of shapes to suit everyone. The collection has a vast variety of styles, from shifts to sundresses to strappys, therefore is sure to appeal to a hugely wide age range.
Needless to say, after viewing these launches, I was quite astonished. Superdry hadn’t completely won me over however; until I found the cherry to complete the perfect, female-friendly sundae… they are launching nail varnishes, too! The brand really have thought of everything here, so you can complete your new S/S 2011 Superdry look with a choice of ten bold and beautiful nail varnishes, which come in shades that match the Superdry clothing colours. Genius! I never thought I’d say this, but I have been converted to Superdry. Find femininity at Superdry, and it will only be a matter of time, before you are a fan, too…
