Arcadia's brands each have their own place in the high-street family.
If Miss Selfridge is the hip little sister and Topshop the trendy middle sibling, Wallis is that bit more grown up. Fashionable, but with a hint of seriousness. The store's average customer is in pursuit of a more sophisticated wardrobe than fans of its sister labels. And now that customer is being rewarded with a new capsule collection of wardrobe staples that feature superior cuts and fabrics but retain the appealing high-street price tag.
Founded almost 90 years ago, Wallis' first store was in Chapel Market in London's Islington. One of the first of the major British high-street stores, Wallis quickly expanded and by the 1940s had 25 shops in the capital alone. It continues to be a firm favourite on the British high street providing stylish clothes that are flattering and affordable.
The W collection includes a mixture of trusty standbys and more stylised pieces which are split into three key trends for the new season. Sinai looks to the Middle East and takes inspiration from the region's exotic appeal; for designs which include a zebra-print skirt and python-print asymmetric dress.
Avalon, meanwhile, is all about island glamour; think chic summer parties in the Balearics. It's made up of minimalist white dresses mixed with neon knitwear, and for those whose style requires something a little more polished there are tailored separates in a pretty pastel-pink shade.
Finally, there is Mustique, which consists of maxidresses and kaftans all with a distinctly tropical vibe. Chic, smart and well-travelled, the W collection sounds like the woman who'll wear it.
The collection is available now in selected stores nationwide and online at wallis.co.uk
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