boohoo.com focus on the Australia fashion market
Clothing e-tailer boohoo.com is focusing on the Australia fashion market, and has released a new collection called “The Edit” for spring/summer 2014. It is comprised of a nine-piece capsule collection, which is designed for the classic Australian woman. The garments are inspired by the Australian lifestyle, and feature skinny ripped jeans, denim shirts and cuts offs, lace dresses and the Brenton top.
Boohoo chief executive Carol Kane said:
"We travel to Australia regularly and noticed that the ever fashion conscious Australian girl often builds her outfit around a classic wardrobe essential, such as the denim cut off or classic white shirt. She continued “Building on this idea we decided to build our new season trends around these key items."
The price of the line ranges between $8 and $70. Detailing such as sequins and tassels are used throughout, as well as beading, feathers and tribal prints. A key look of the collection is a white maxi dress with a printed headbands and kimono.