Friday, 28 October 2011

Surfdome SS12 Sneak Peak!



Last week I was lucky enough to preview a snippet of Surfdome's potential Spring/Summer 2012 offerings at Coffin On Cake PR's S/S '12 Press Day, held at the Vinyl Factory in Soho.


Being a mere week after Surfdome, the online department store, announced the launch of their FIVE HUNDREDTH brand, it was an exciting opportunity to for me to see firsthand what treats they had up their sleeves for next season.



Born out of a passion for surf, skate, wake and snowboarding, Surfdome is lauded as Europe's leading lifestyle department store, now stocking '500 of the world's best lifestyle, fashion, outdoor and sports brands'. As such, expectations were of course high. And even though their press day display was simply a taster of next year's collections (inevitable when you have 20,000 styles across 36 departments!), what I did get to see was really diverse, radiant and inspiring, especially at a time when we delve into the dark winter months. 


What particularly impressed me about Surfdome is that not only do they house the obvious surf/skate big guns such as Roxy, Vans and Volcom, but they've also invested a lot of time in recruiting more niche, independent fashion brands, such as One Teaspoon, Afends (both from Oz) and Danish brand Nümph.


Surfdome categorized their trend preview into three themes based on location, the first being IBIZA TO THE ISLE OF WIGHT. This collection showcased party playsuits, bikinis and colours, through to more Bestival-inspired knits, tie-dye tees and denim shorts. Here are some of my key-piece snaps:

Cosmic Playsuit by Volcom
Zebra Bikini by Pistol Panties
Pink knit by Numph
Collection Two featured BRIGHTON TO BONDI. Plenty of seaside-inspiration, from deckchair stripes in candy -coloured pastels and 50s beach babe glamour, to surf girl string-bikinis and day-glow paisley prints.

Striped Dress by Animal
Pink bikini by Red or Dead
Floral holdall by Easpak
Bikini buyers guide
Being the biggest online retailer of bikinis and boardies, there was a key emphasis on their swimwear. With 846 bikini styles on offer, the store has produced a buyer’s guide, specialising in providing you with bikini styles according to your body shape. The specific mood board above featured some  key pieces for the more 'rectangular' figure.















The final inspiration came from ST. TROPEZ TO ST. IVES. Think nautical, preppy and heritage tailoring with a laid-back luxe; standout features of this collection's key pieces included simple stripes, rope detailing and discreet leather branding. 


Suede shoes by Gravis
Backpack from Hershel

To celebrate their 500-brand milestone, Surfdome are giving away a total of 500 prizes over a 20 day period (10 days left!) via their facebook page. Every day one lucky winner will get a bumper box packed with 25 prizes from a selection of Surfdome's awesome brands.

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Amie Trewin is the PR & Marketing Executive for Surfdome.com