Published: 4th March 2014
Author: Bethanie Lunn

Brand Report – Brights in the City at Miss Selfridge, Brighton


Miss Selfridge has always been one of those high street fashion stores that you remember from your childhood and teenage years no wonder really, as its success in the fashion industry has grown and grown since they were first unveiled in the 1960s as the new young fashion department within Selfridges. And there are so many things that you probably didn’t know about this forward-thinking fashion boutique. One fact I particularly love is that the first dresses they ever sold were designed by Zandra Rhodes and were made from paper, designed to be worn once and then thrown away (imagine if we threw our dresses away after one outing these days). It was one of the first retailers to use Kate Moss in its campaigns and other successful models followed including Naomi Campbell and Yasmin le Bon.

Last month I was invited down to Miss Selfridge in Churchill Square Shopping Centre, to meet Manager Greg Kemsley and have a good browse through some of the latest summer trends that have just hit the Brighton store.



Split into four to five individual trends, available in store at any one time, this summer sees a nod to sport, punk, romance and the tropics with their five key looks: Modern Romance, Sports Deluxe, Miami Heat, Pretty in Punk and Neo Geo. Here are two of my favourites…

Now I know I have been praising pastels in my last few posts, but the summer is upon us in just one month and I think it’s time to ditch the ice-cream palette and go bright and hot with Miami Heat. Think electric blue, canary yellow, sunshine orange and raspberry pink. This smarter trend has been designed for 18-hour wear, so whether you’re heading from your desk to the disco or from a lazy lunch to the beach club, there will be an outfit to suit. Blending silky embellished fabrics and lightweight two pieces with palm-tree graphics and paradise prints, it’s a bold, bright and stand-out collection.



Moving onto Modern Romance (another favourite) and we see a return to the 1920s with flapper dresses, embellished satin, lace, embroidery and sheer fabrics. Without it being too nostalgic, Miss Selfridge have cleverly incorporated a few modern twists to bring it up to the noughties such as denim dungarees worn over sheer tops, leather structured a-line dresses (see image below for one of my favourite pieces from this collection) as well as metallic fabrics here and there. Yes, it touches on the pastel palette, but not so much that it’s too overwhelmingly pale, think afternoon tea at the Savoy meets grunge.


This season you’ll find shoes and bags to complement each trend, from clutches with big gold clasps, to Chanel-esque over the shoulder evening bags. There are bikinis to match each trend too I’m a particular fan of the brightly coloured Aztec bikinis from their Neo Geo trend (a definite nod to designer Missoni). And you’ll always find that handy basic vest or cami in Miss Selfridge, available in a range of rainbow colours at particular affordable prices.

Style Note

Miss Selfridge launched their brand new Eau de Parfum and body line last month created with perfumer Azzi Glasser. Beau & Etoile consists of perfume, body sprays, body lotion and shimmer powders, designed with two fragrances for the day and evening.

Also look out for their Petite range. A more boutique casual easy-to-wear range of clothes which follows the trends in store, but consists of capsule bespoke pieces not found elsewhere within the store.

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Bethanie Lunn

Bethanie Lunn


Fashion Stylist, Creative Director and Beauty Editor

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