Spring/Summer 2011

Womenswear

The new Spring/Summer 2011 collection from Viyella is a nod to quintessential British, heritage styling. It is a collection that evokes richness, sophistication, beautiful textures and draws from an eclectic mix of cultures.

Preppy pieces include chinos, tweed jackets and twin sets signifying a lifestyle rich in heritage and world travel. Contemporary shapes and modern detailing give the look a new fashion edge.

In her second season as the Face of Viyella, India Hicks is set to showcase this sophisticated spring summer collection.

Summer travel is the order of the day for the Viyella woman. Texture, colour, draping and pleating are key aspects to the new collection; where tiny details make significant impact. A strong safari story is introduced as the weather warms up. African inspired prints and colours evoke a feel of the savannah. The highly versatile, yet chic button through shirt dress in khaki fits as well on the African plains as it does on the New York streets.

The safari style trend continues with the white military style linen shirt and the military style cardigans in cream and khaki. Trends inspired by the catwalks include the full skirted dress print dress with matching jacket. Away from African cultural influence, other parts of the collection are inspired by rich, outstanding colour. The geranium textured tweed jacket is a true statement piece for the summer season alongside the red and hot pink tweed suit. Colour blocked twin sets denote a feel of the 50’s with a contemporary edge.

The maxi dress in panelled stripes with elaborate rouching, the polka dot midi dress with pleated shoulder detail and the chevron style waterfall cardigan are suitcase essentials. India Hicks says of the collection, "Jumping on and off planes and ferry boats is part of my life. Viyella's new designs make for the perfect travel wardrobe. I particularly appreciate the exquisite attention to detail."

For further information/images/samples, please contact:

Rachel Wiseman / Ariane Chui in the [Austin Reed/CC/Viyella] Press Office on:
020 7534 7832/7803 rachel.wiseman@austinreed.co.uk / ariane.chui @austinreed.co.uk