Press day: Juicy Couture, Shinola and Swarovski present their SS14 collections

Yesterday, the church setting at One Marylebone set up an awe-inspiring backdrop for a number of fashion brands to showcase a preview to their S/S 2014 collections at the TCS press day. 

After escaping from the wet and dismal outdoors, it was great to see crackles of colour illuminating the venue.  A spring wardrobe will certainly be welcomed with opened arms after seeing some of yesterday’s delights.  From Versace to Coach, many exciting creations were presented. However, there were a few brands that really stood out. Juicy Couture, Swarovski and a newcomer to the UK, Shinola, showcased some elements that really have us excited about next season’s wardrobe. 

With a bottle green retro bike placed on the top shelf of Shinola’s scene, it was hard not to become intrigued by the brand. The name Shinola was bought from the classic shoe polish brand from the early 1900s to 60s, where the phrase “you don’t know shit from Shinola” became popular during World War II.  It seems to be the perfect fit for the new American-made brand, Shinola Detroit.  Their products include watches, bikes, leather bags and journals. Each piece exudes a sense of nostalgia and undeniable high quality. They also take pride in providing products with amazing durability and using sustainable materials. 

Looking left from the Shinola set you were met by a stark contrast of glistening sparkles – Swarovski’s S/S 2014 jewellery line. The new collection features necklaces, earrings, rings, pendants, bracelets, bangles and sunglasses. All of which does what Swarovski does best – hypnotise us with its shimmering elements. There was a fantastic array of styles from cobalt blues to shimmering silvers, pieces that will bring opulence to the simplest of outfits. Big-framed sunglasses were on display; some embellished with finely crafted Swarovski jewels.

Juicy Couture, a brand that has always held the LA lifestyle as significant inspiration has decided to rev up the Californian style further. This spring, expect a feminine and flirty collection with colours such as bright and pastel pinks, and delicate plaid prints. But also expect a strong sense of attitude with colourful leopard prints meshed into the line. And you will be excited to know that statement jewellery isn’t disappearing anytime soon. Juicy presented a wonderful array of accessories to add some further fun and sparkle to that LA look. 

Michelle McGill