Less high society, more high street
| Published: 23rd December 2007 09:40 |
Even rich celebrities are heading to the high street for key everyday pieces of bargain-basement style.
Not all women have access to a fashion budget to keep them top-to-toe in designer labels, but all women have access to the ‘cheap chic' treasures on the high street. Like never before, high street fashion brands are becoming inspirational leaders in the fashion stakes. Even celebrities with oodles of cash are heading to the high street for key everyday pieces of bargain-basement style.
The fashion chains on the high street, including Primark, H&M and Zara, have their finger on the pulse of up-and-coming trends and deliver them to the consumer at affordable prices. In fact, in the case of Primark, they are ridiculously cheap prices. Meanwhile, Topshop Unique are moving forward into leadership with their progressive new range (as seen on the catwalk at London Fashion Week).
Nobody is predicting the end of exclusive fashion houses for they will always lead the way in style. Those in the know, however, can see the value in mixing luxury labels with high street fashion. Those on a really tight budget see an even greater value of being able to dress the part without breaking the bank.
Topshop
The legendary British brand made history when it launched the Unique spring/summer 2006 collection at London Fashion Week. The event turned out to be one of the hottest shows of the week, attended by Jemima Khan, Donna Air, Sara Cox, Laura Bailey, Davinia Murphy, Jenny Frost, Zoe Ball and Peaches and Pixie Geldof.
Topshop Unique's collection, designed by a new in-house design team headed by Nick Passmore, features edgier and more directional looks for both men and women. Now, for the first time ever, a big name high street store has climbed up the fashion hierarchy and is competing with the big boys as major trendsetters.
Topshop's marketing aim is to lead the way in ‘cheap chic' fashion on a global level, rather than just follow other fashion houses. Celebrity Topshop fans include Gwyneth Paltrow, Beyonce Knowles, Britney Spears and Sienna Miller.
Primark
Love it or hate it, Primark has become an institution for many women and the company's sales have rocketed throughout the country in recent years. The discount chain store is planning more and more openings to satisfy the demand and even have their sights set on Spain's fashion capital, Madrid.
The cheap but sometimes chic store recently found favour with Lady Isabella Hervey, who seemed rather surprised by the crazy scramble for clothes, which is all part of the Primark experience.
The brand prides itself on a high turnover of current fashion trends, thanks to their intuitive fashion buyers, at massively reduced prices. Where else can women take home two giant carrier bags full of shoes, clothes, accessories and lingerie for under £50? The high turnover of trends means that shoppers can find key pieces for a fraction of the price - if they are quick off the mark and ready to rumble in the aisles.
H&M
Known as the ‘Ikea of clothing', the H&M (or Hennes & Mauritz) look is simple, functional and easy on the pocket. The Swedish company is Europe's biggest textile retailer and is expanding to the US and beyond. Celebrity fans include the Beckhams, Kate Winslet and Helena Christensen.
H&M are positioning themselves at the forefront of cheap chic clothing with designer labels. Last season, Chanel designer Karl Largerfield launched a 30-piece collection for H&M with huge success. Reports from stores around Europe announced sell-outs within days; shoppers in Berlin were seen stripping the clothes off mannequins.
Their latest 40-piece designer collection will be launched in November with Stella McCartney originals. H&M's marketing chief is hoping to snag other big names in fashion: "Tom Ford, Marc Jacobs, every designer that has been admired on the same kind of international scale is on our wish list."
