Sunday, March 20, 2011

Mums in their girlhood is the reason Chelsea Girl

Designer Lucy Moller paid heed to the brand's original USP, researching on eBay and in her mother's attic. The collection will be aimed at a younger audience, and the familiar logo is resurrected on cropped cotton T-shirts and tote bags.

"I don't remember Chelsea Girl myself," admits Moller, who joined River Island as a design intern in 2006, but "my mum has such fond memories of the collection. She had kept some of the original clothing in our attic, and I fell in love with a pair of tan suede hotpants with lace fringing which I would never have imagined my mum wearing!"

Mums in their girlhood is the reason Chelsea Girl is remembered so affectionately everyone has a paisley minidress or crochet waistcoat lurking in their loft, and there are so many vintage pieces knocking around on eBay that the label has taken on rather a rosy tinge. So it makes sense to offer it to the next generation of shoppers.

As well as arriving in stores this month, the Chelsea Girl redux will also be available at a pop-up shop opening in Selfridges. What was once the beating heart of the British high street is back to prove it still has a finger on the pulse. So no matter what age you are, don't forget to go with hundreds of your friends and clog up the changing rooms for hours it's all part of the Proustian shopping experience.

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