Friday, 8 October 2010

Selected Femme: label to watch

Catching a march on other European vertical retailers is Bestseller the Danish fashion company with 12 brands under its umbrella and the best known of the brands Vero Moda and Jack&Jones, coming to London’s Oxford Street soon.

Selected Femme and Selected Homme
are the contemporary tailoring collections from Bestseller and after seeing the brand showcase its new collections at Copenhagen fashion week way back in January, I’m happy to see the desirable winter collection hitting key London stockist House of Fraser this month. For autumn/winter the focus is on smart outerwear, mixed with feminine tailored pieces and contrasting fabrics such as soft leathers and suedes, silk chiffons, tweeds and plenty of fluffy knits.

Selected Femme's womenswear designer Christina Steen told me this season's collection is inspired by independent and strong personalities. "Embracing the look of a cosmopolitan woman with a clear identity and courage to create a personal style within the modern look, the Selected Femme expression is feminine, cool and chic" she says.

This autumn there's a rich colour palette from earthy brown, muted moss, desert rose, light lavender, dirty gold and dirty violet. Outer wear and tailoring are this labels signatures while knits are another strong statement especially when they are combined with a cosy graphic cardigan.

Ice crystals are expressed with edgy elegance in this sophisticated take on serenity. Watch for the shimmer of sequins, which change colours in a 3d effect. Bigger sequins become an optical illusion on a dress, while other sequins are like crystal formations seen in black on black. Meanwhile, there’s a snowy glistening feel on a terrific knit tunic born to be worn day or night.


This label fills that gap on the high street for high-end design at high street prices with the added benefit of having a cool Scandi design heritage and the best bit is it's still a bit of a secret.

In the UK, Selected is opening more doors and developing a bigger offer at House of Fraser stores. Maybe a Selected flagship is on the cards – hope so!