This season, Wildfox have based their SS13 collection around the '90s film Clueless
(is it me or is this '90s film theme a trend in itself - Miss Selfridge SS13 anyone..?).In reference to the bold, colour-popping style in the original film versus '90s grunge which drove the era, the film's Director, Amy Heckerling, says "Grunge was dark and sad so the colour palette was very important".
And a bold colour palette is exactly what Wildfox designer Kimberly Gordon strives to create, so this collection seems like a match made in heaven!
In the words of the film's protagonist Cher Horowitz,
“So okay, I don't want to be a traitor to my generation and all but I don't get how guys dress today. I mean, come on, it looks like they just fell out of bed and put on some baggy pants and take their greasy hair - ew - and cover it up with a backwards cap and like, we're expected to swoon?" AS IF!
Kimberley Gordon describes the collection as being about:
"tees that start conversations, sweaters you can wear all day, sleep in and wear again the next day. They’re for throwing on so that you can run out the door and feel beautiful for just about any occasion."
"Classic Clueless phrases such as ‘As If,’ ‘Totally Bogus,’ and ‘I’d Rather Be Shopping’ bring the collection to life in a sassy yet playful manner. Fun, girly graphics like sunflowers, ice cream cones and watermelon slices on soft cotton and tissue jersey fabrics reflect the same carefree excitement."So, without further ado...
All images via Wildfox