LFW; Luella, otherwise known as granny heroin chic.

Ah Luella. How do i love thee? let me count the ways. She's always good for a laugh, like in fall where she sent the models out with crimped hair and witches hats. But she's also an extremely underrated designer often overlooked for her more famous friends like stella mccartney. But Luella knows her stuff. While her company keeps growing and her goods show a yearly profit, Ms Mccartney is in debt. She's severely over-extended, just lost adidas, really, or lose you own line, stells. But that's for another time. the point is, Luella knows how to make lovely, youthful, breath of fresh air clothes. Her grasp of florals, for example, is really second to none. I mean, other than Prada of course, but then Miuccia is a goddess, right?

Luella Spring 2009 collection was both good fun and lovely at the same time. Who knew that fringing on the seams, not hems, could be so cute? Who knew that bright orange and hot pink could mix so well together? Who knew that geek glasses could turn something potentially fashion victim into something fashion fabulous?

It was granny chic, with gloves, tiered skirts and little veiled hats and ruffles. It was luella roots with schoolboy blazers and well made bags but twisted up with pearl handles and tweed inserts. It was crazy/wild 80s with one shouldered dresses. It was a fresh take on floral, tweed and tulle. It was wild, it was colourful, it was pure luella. And it made me smile looking at it, brightening up a day otherwise filled with the gloom of bronchitis and assignments.

She doesn't aspire to be high fashion or couture. Luella is an ex-journalist who knows that her market is the mid-priced designer range that young women with disposable incomes and unencumbered by the worries of middle age (children, cars, career) can afford. And she gives them want they want, with crazy/beautiful prom dresses that flatter and accentuate at the same time, are whimsical and frivolous without seeming trite and provide just as much escapism as a chanel HC feathered skirt that probably costs 12 times the price.

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