Fashion Vero Moda 2012

Vero Moda and Selected S/S 2012 press day

On Thursday I braved the wet and windy weather and headed down to the Bestseller S/S 2012 press day to check out their selection of Danish brands.

Vero Moda

Danish fashion brand Vero Moda was the brain child of Troels Holch Povlsen back in 1987 and sits among a number of brands under the Bestseller family. My fellow UK-ers will most probably have come across the brand in the likes of Oliver Bonas and House of Fraser. A young brand with the ethos to ‘create top quality clothing reflecting the latest trends at affordable prices’ the brand hits the nail on its head with its S/S 2012 collection. You’ll find cutesy dresses, pretty lace tops, flattering shorts, peter pan collars, pretty beaded detailing and Chanel inspired cardigans next spring. Young and fresh this fashion label is a real contender for the likes of H&M, Topshop and New Look. Ok, it's not a new brand, but I still feel like it’s a well-kept secret, a secret I’d like to keep, but hey, where's the fun in not sharing…oh, and did I mention Alexa Chung is their new 'face'. Yeah, this collection is going to be a guaranteed sell-out. Damn it!

Selected
Sitting alongside the Vero Moda brand is Selected, a brand i'll admit i'd not come across before. Aiming at a slightly older audience (25-45) the S/S 2012 collection is full of classic neutral pieces with flashes of yellows and browns, positioning it alongside the likes of Cos. These are pieces which transcend the ages, and would look just at home on those in their 20s, as with those in their 40s, or 50s. A rare find in today’s market.

As with many others I often find dressing for the office a challenge when the weather warms up (apparently denim shorts paired Havaianas aren’t really the done thing when you’re 29). But with well-cut blazers, beautifully draped tops and floaty skirts connoting a wonderful feminine feel, with hints of masculinity, this collection will be just perfect.

I also spotted these rather rad red wellies with the lace-up front and cut out detail at the top - clearly inspired by the classic riding boot. Wouldn't these be great for splashing around in puddles?!