British brand Moloh, a favourite of the Duchess of Cambridge, has embraced a new younger direction for spring/summer 2013, to coincide with its tenth anniversary this year.
The family-run business’ updated aesthetic is prevalent in its latest campaign, which sees model Elinor Weedon showcase the label’s new collection – a mix of easy feminine designs inspired by style mavericks Alexa Chung and Lauren Hutton.
"We wanted to take a fresher, more modern approach," said Moloh founder Caroline Smiley. "We were very conscious of being on trend in our new presentation.We have focused more on fabrics this year and produced a collection with many simple and chic designs. We wanted the collection to have a more feminine feel to it, almost like a new start, thus many more dresses can be seen this year."
The label’s collections are all created in Britain and are sold at its Pimlico store in London. What started as traditional country attire has been reinterpreted to offer demure, high-quality relaxed daywear.
Highlights come by way of a silk cream and pink dress adorned with a bow, wool waistcoats perfect for teaming with skinny jeans, and faded denim shirts. Fabrics comprise wool, silk, velvet, suede and leather.
"We hope to attract a younger customer, who blends the classic more expensive pieces with the high street," added Smiley. "We want our new customer to really appreciate our quality and buy something that will last her forever that she can pass down, leaving her feeling nothing but totally chic." – vogue