Style Melbourne

Sidewalk Runway One, Forever New


Forever New opened its first store at Chadstone just over three years ago, we were promised a brand that would offer us the hottest celebrity and catwalk looks within weeks of seeing them in the gossip mags. Now with over 50 stores worldwide, they’re certainly delivering on that promise. Hundreds packed in to Federation Square, to see Forever New launch their Autumn/Winter 2010 collections at LMFF for the second year in a row.

This season Forever New has embraced a girly look with plenty of bows, lace and ruffles. And whilst there may not be a lot of colour, rather nudes, pastels and blacks, that makes it much easier to accessorise with their chunky jewellery and edgy handbags. There’s also a definite throwback to the 80s with acid wash jeans, denim jackets and lace tights with tutus (a’la Madonna). And would a store be even worth walking into if they haven’t been inspired by the Balmain dramatic shoulder?

For the genetically well blessed in the legs department (or those who love their opaque tights) there’s a dazzling range of mini skirts and dresses. A grey tiered, ruffled mini drew many audible sighs from the predominantly young female crowd.

Jackets were also popular on the catwalk and there was something for every type of girl and every bit of unpredictable Melbourne weather. Trench coats with beautiful buttons, denim jackets with the power shoulder, boyfriend blazers and black blazers with giant batwing sleeves. There were also plenty of dresses to team the jackets. Whether you’re after a sheer, zebra print party dress, lace bodice dress or some more demure looks to take to the office.

Forever New showed off a few basics they’ve produced for the season, albeit with a girly twist. Cute woollen tops with bows adorned on the front, bodysuits with lace detailing around the torso, leggings with a zip pockets and some basic tops with lace panelling. Their shoes are also rather fabulous (and fabulously high) whether you’re after a cream ankle boot with bow attachment or sky-high, glittery peep-toes.

And of course, for such a quick runway show there has to be some standout pieces. One of the most beautiful pieces was a simple black velvet mini dress with a timeless scoop neck. Another dramatic piece, although not to everyone’s taste, was a fur coat with mid-length sleeves. Presumably, for ethical and cost factors, it’s faux.

Forever New has certainly kept up with the styles and trends over the past three years. It seems to have settled into a nice little groove and found the perfect, yet delicate, mix between catwalk and celebrity and just what the fashion savvy set want.

Perfect prose by Tara McGrath

Happy snaps by Stephanie Valencia

3 Thoughts on “Sidewalk Runway One, Forever New

  1. Pingback: Nuffnang Australia | Asia Pacific’s First Blog Advertising Community » » Nuffnang fashion bloggers at L’Oreal Melbourne Fashion Festival

  2. I love Forever New for their feminine styles and it’s afforable!


  3. Anne on May 12, 2010 at 11:29 am said:

    does any1 know what style dress Sibylla Deen worn at the L’Oreal fashion fest?
    it’s a cream /white color dress.

    thank you

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