A-wear has launched its new spring collections in Spy, the flash private bar in South William Street. This was a suitable setting for what turned out to be the rediscovery of pretty dressing.
Even the denims, strongly influenced by Madonna, have been given a touch of glamour. And almost everything is in the softest sugar-almond colours.
Each collection puts forward a definite style, as with the Madonna western denims, faded and decorated with silver stars and studs, and the T-shirts branded with not very-witty logos ("So many men, so little time"). It's at its prettiest in blue fading to white with frayed hemlines, worn with short-sleeved seersucker shirts that are pure copies from the 1940s.
White denim is around, and has an inevitable sailor boy feel, particularly in cropped pants. Embroidered silk and crepes have been used for some deliciously romantic dresses, among them a "tea" dress in a rose print, a garment not seen since the 1930s, but looking very confident here.
There are lacy jerseys and crinkle lace for separates of almost demure perfection. It is quite amazing after all the years of power dressing.
An A-line organza skirt, in turquoise, lavender and lilac, is shown with a Lurex jersey, or a granny print with a tight T-shirt.
The 1950s are also here: bubble gum, candy girl and very American, it has charm. Lycra tops (Lycra, of course, was not around in the old days) have detachable roses at the neckline, and frilly blouses are worn with short tartan skirts and black leather biker's jackets. Rachel, of Friends fame, gets a look in. Feminised baseball gear, really.
The collections are unashamedly feminine, full of quirky ideas and thought out to the smallest detail, including the embroidered fabric bags and colourful straw baskets.
These are the clothes for the seekers of what is pretty, lighthearted and charming. The feminine thing looks like being the story of the season.