Established in 2007, Apricot was created with familial ties in mind; curating a collection that appealed to both a teenage and adult/mother market was no easy feat but allowed Apricot to step outside rival discount retailer Primark’s shadow. Featuring staple fabrics with this seasons stand out print ‘paisley’ in neutral tones for the busy mother and fresh, innovative florals in classic silhouettes for the teen with a dream, Apricot’s family friendly initiative has attracted female consumers in their droves. With a large emphasis on the 18-24 and 35+ dual markets, although Apricot has not managed to break into the Top 10 UK Retailers List ( Officiated by Real Business Net), the gradual increase rather than decline of sales showcases Apricots ability to retain steady demanding for its clothing collections. Hosted in outlet stores such as clothing giant Debenhams and sub-let to New Look for mass distribution, the popularity of Apricot has seen widespread national press market coverage. From its popular black and pink damask roses skirt, with a silk petticoat to countless kimonos to transition from spring to summer, Apricot has effortlessly fused summer trends to suit all the [female] family. Summer 2016 overflowed with pastels, florals and the ever popular emphasis on 70’s couture but Apricot decided to interpret S/S 16 completely outside of catwalk context. At the forefront of Apricot’s collection is neutral hues like khaki, black and off-white to move beyond the traditional pastel hues associated with spring/summer and create a vampiric twist. Fabrics are light and airy, with chiffon, silk and lightweight crepe juxtaposing dark moody floral prints, horizontal off-centre stripes and colour blocked separates while styling is often practical and pre-assumed.
Look One #Monochrome Lovin’
Featuring Apricot’s Black & Stone Stripe Print Shirt Dress, the monochromatic aesthetic is centered around a reimagined interpretation of ‘Beetlejuice’; mixing greyscale faux snakeskin prints with mono detailing, the monochromatic aesthetic is what I like to call ‘casual fierce’. Combining textured faux snakeskin lace-up pointed flats and a matching rectangular clutch with slight neon finish, the clash of ‘mono nautical style’ stripes and stonewashed faux snakeskin makes a rather appealing combination of signature monochromatic textiles. To add a streamlined silhouette while still retaining the casual aspect of the shirt dress ( as implemented through ballet bumps) , a simple black and silver chunky cinch belt adds definition to the waist and stops the shirt dress from looking too ‘A-line’. With the addition of the belt the dress has been given a shape and compliments the tailored finish of the shirt dress. Shirt dresses are a popular wardrobe staple for many modern women and can be re-invented several ways to match your ‘fashion personality. Whether the dress is styled as a duster, worn on its own or used as an alternative beach cover-up just note the shirt dress is extremely sheer due to the nature of its material. Pros – Its monochromatic vertical print means that the shirt dress is versatile and incredibly easy to style – Sheer finish means that the material is lightweight and perfect for summer Cons– Without a cinched belt, the shirt dress (due to its length) can be shapeless if you have a petite frame like me – The fabric is sheer so remember to wear clothes underneath unless you intend to flash your underwearShop The Look: Shirt Dress- Apricot, Belt- Asos, Pumps & Bag- Primark
Look Two #LadyLike
Inspired by leading 50’s Hollywood Icon Audrey Hepburn’s love of ‘black midi’ skirts, Apricot’s Black & Pink Stripe Peony Print Midi Skirt is Hepburn’s modern day successor. With a black mesh canvas, digitized peony blooms adorn the full skirt, while plain black lining underneath the skirt is a clever tailoring trick to emphasize curves and given an illusion of a ‘fuller figure’. Despite the skirts gothic appearance, the inclusion of peonies symbolize romance, prosperity, good fortune and bring riches and honor to its wearer, while the use of chiffon ‘mesh’ makes the skirt seem far more expensive than its £29 price tag. A dead ringer for Dolce & Gabanna’s ‘mothers campaign’ the inclusion of ‘pink’ rather than red allows it to create a more youthful image of the floral trend and is suited to persons of all age ranges. Paired with a damask rose keyhole blouse, ceramic pink suedette mesh heels and mini handbag tote, the aesthetic is undoubtedly feminine and inspired by vintage ‘Golden Era’ icons. Pros – Chiffon fabric allows it to look more luxurious than its discount price tag- Midi skirt flatters all body types and can be worn in both spring and summer cons Cons-Skirt can look frumpy when worn without heels due to midi length- Sizing is a little inaccurate and on those who have small waists like me, a blouse tucked into the skirt should hide that it does not sit on the waist.
Shop The Look: Skirt- Apricot / Blouse- Primark / Heels- New Look / Purse- Primark / Jacket H&M
Look Three #ReinventedBeachwear
Reinventing popular beachwear favourite, the batwing sleeved floral palm print kimono is given interest through pale pink perspex ‘Chelsea Boots’, indie black skinny jeans, while a clashing off-pink tropical thin strapped blouse tucked into said jeans adds a drop of tropical delight to the casual luxe look. Inspired by London street style, the look is weather-appropriate while the batwing kimono stops the aesthetic from belonging solely to winter. The mix of lightweight chiffon and crepe textiles juxtaposed against the coloured denim and patent heels revitalizes beachwear to be incorporated into everyday wear. Indefinitely wearable, reinventing beachwear has never been so fun. Pros- The colour blocked batwing sleeves stop the kimono from looking too ‘twee’- The lightweight fabric makes it versatile and ideal for layering over other tropical separates – Colour is neutral but prints are mid-tone brights making it wearable with almost any other colour Cons – Sold Out
Shop The Look Kimono- Sold Out Find Similar HERE / Jeans – Topshop / Boots- Exclusively Made For Me Find Similar HERE / Bag- Kurt Geiger / Blouse- Primark- Find Similar HERE
Which Apricot S/S 16 Look Was Your Favourite And Why?