Friday, 12 November 2010

Aquascutum Press Day (Spring Summer/Summer 2011) - November 2011

Its always a pleasure to go into Aquascutum flagship store so when I received an invitation to view their Men/ Womenswear Spring Summer collection 2011 I was ever so delighted. And knew it was going to live up to its standard as ever.

Aquascutum as a company has a very rich history about. As I clearly know, it was founded 1851 by high quality tailor John Emary with the mission to provide a stylish protection from the unpredictable British weather.

John Emary invented and patented the innovative technique of shower-proofing wools and was the first to introduce rain repellent cloth. 

The name Aquascutum originate from two latin words 'aqua' which means water and 'scutum' which means shield.
The inspiration behind Aquascutum Spring/Summer 2011 womenswear is that of a quintessential british summer. The womenswear collection is modern, effortless and understated.

The trench coat has been a updated in its durability and performance. The best part is some of the fabrics used include laminated cottons

The tailoring is relaxed but with a neater sharper edge. Butter soft blazer made of leather adds an urban toughness. Safari style jackets in the butterscotch suede give a more relax fell

It is worth mentioning that womenswear has a sleeveless trench which can worn as a dress teamed up with a belt, or better still be worn over a very feminine pleated peg trousers.

The menswear  for Spring/Summer 2011 is also inspired by the quintessential british summer. It brings together technical innovation and a clean modernity , whist continuing to reference the brand's rich heritage.

Favourite pieces and iconic styles are given a fresh lease of life in modern fabrications.

 The Very Chic, Carolyn Springett (group supply Chain Director & Brand Director Aquascutum).
Aquascutum has been in existence and part of London life for over 150 years and it is going strong. It has dressed and continue to dress the powerful  from politicians to Hollywood stars.

Department stores and boutiques globally including Harrods, Selfridges, Bergdorf Goodman and Bloomingdales are where you can find the Aquascutum mens, womenswear and accessories.
It was a very successful press day and I look forward to the next collection.

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