Coast's latest collection points to a new brand aesthetic

The new collection marks a change of direction for the evening-wear brand

Coastal trip: jumpsuit £115, coat £160; Coast, coast-stores.com

Whether in the course of bridesmaid duties or in preparation for a school prom the chances are most shoppers will have made a trip to Coast.

Such is the niche for occasion-wear that the brand has carved out for itself, that a Coast-wearing event has become for many a rite of passage.

However, the combination of a more modern notion of dressing up and extended evening-wear offerings across all high-street brands meant Coast’s wedding party dressing became ever so slightly dated.

But that’s all changed this season, with the debut collection from the new CEO Kate Bostock taking a distinctly different direction.

It doesn’t turn away from Coast’s evening-wear roots, but there’s a noticeable new aesthetic across the board.

The black-tie dresses are still there but with more contemporary, trend-led appeal and the brand’s entire offering is diversifying with a new concentration on daywear.

Outerwear is particularly impressive for the season; standout pieces include a Crombie coat in a soft, pastel-blue shade and a layered faux fur jacket and arguably there isn’t a high- street store that has nailed the midi-skirt better than Coast has.

While the product range is broadening, so are the prices; with a commitment to provide more affordable basics as well as the pricier, splash-the-cash occasion dresses.

coast.com