Thursday, 19 May 2011

Dorothy Perkins reveals its new Floradita collection, as it closes many High Street branches

Dorothy Perkins has announced this summer's launch of Floradita, a sophisticated, boutique-inspired floral collection. But there is a catch.

Floradita has a hint of the 1950s plus a touch of modern day romance, creating a capsule collection of fabrics in simple feminine shapes.

Whether it's a traditional wedding in the country, a refined garden party or just a stroll in the sunshine, Floradita has plenty to offer for everyone for every occasion.

From prim, full-skirted sundresses and floaty floral maxis, to delicately embroidered cropped jackets and peter-pan collar lace tops, this new range has a unique feel to it and is perfect for the summer months ahead.

Many of the items in the collection have a retro or vintage look, with floral patterns being a strong theme throughout. This is featured boldly on skirts and summer dresses, and used more subtly on lace detailed tops.

A limited edition range of Floradita jewellery will also be available, complementing the clothing. A chunky gold chain necklace with bold flower charms adds a quirky touch, while rose printed cameos create a more quintessentially English look, found on stud earrings, a statement ring and a pendent necklace.

The range also includes accessories, like floral print summer wedges, bright coloured clutch bags and oversized sunglasses.

Floradita is available in selected stores nationwide and online on the Dorothy Perkins website from the beginning of June 2011.

The catch is, however, that many Dorothy Perkins shoppers will lose out, as a large number of Dorothy Perkins branches throughout Britain are to close next month. Ironically at the same time as the new Floradita range is being launched.

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