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.

Sunshine, Surf... money in the bank??

 The Great British Summer is such as tease! You spend the majority of the year wrapped up in woolies dreaming of hazy summer days, only to be presented with a fair share gale force winds, showers, chilly beach days and flat surf when the time comes. 

I've been back from a season in the Alps for a couple months now and although I was bombarded with updates of the heatwave back home while I was away (why do people always tell you how good home is when you go abroad??), my return has, predictably, gone hand-in-hand with the disappearance of said premature summer. And with last weeks predicted heatwave no-show, I'm expecting to have to wait more than a little longer for it's return...

Not your average day in Blighty

  For most the idea of actually living out that dream summer, whether in Cornwall or Costa Rica, is a wistful but financially costly one. Fortunatley I've had the chance to get my research on with several different companies from around the world and come up with some pretty cool temp jobs, at home and abroad, that will get your wallet by while you have the summer of your life. From teaching english, oudoor activities or lifeguarding, to working at surf camps and hostels, hopefully you can decide where you want to go and how to make it work. For my full article check out this months SurfGirl magazine section on how to work a surf season, combining good times, good waves and a pay cheque too! Hope you like it.