The dew lingers on the grass in the mornings and a cloying mist descends as the sun makes way for the moon. There’s no denying it as we watch the fallen and bronzed leaves whisk past us: autumn is officially here. Although it’s the time of year when many of us start to spend more time hibernating indoors (ideally with a good book and some form of heating), the high street chain BHS knows it’s also when most women like to refresh their wardrobes and prepare themselves for whatever the day has in store. The Get Dressed Up For Autumn campaign hopes to satisfy that need.
Owned by Sir Philip Green’s Arcadia Group, BHS is making a fashionable comeback, offering ‘wearable and confident’ clothes for every woman which see a considerable step away from BHS’s past look. Indeed, the AW collection is appealingly slick and boasts a sexy new advert (directed by the celebrated Jonas Åkerlund and starring Cara Delevingne lookalike fashion model, Zuzana Gregorova) to prove it. So successful does the store’s makeover seem, you’ll soon put all thoughts of staying at home aside. These clothes demand to be seen.
Designed with the working mother in mind, even if your work entails being CEO of the household there’s something to be found in BHS’s new collection. Wanting to instil confidence in women, the advert for the AW range runs until October, but the pieces themselves will be wardrobe staples for much longer. As Åkerlund said, the campaign is particularly special because it is a ‘British company’ celebrating ‘British women’ – and the clothes are made for surviving the British weather while retaining British ‘simplicity, elegance and sophistication’.
Although BHS is retaining the feminine sensuality of the moment, in contrast to many labels this season the company is promoting monochrome. Think sultry black and moody grey, jazzed up with stripes, geometrical prints, florals and bold mono-blocking. That’s not to say colour has been completely washed away. Indeed, injected into the collection are the occasional splashes of emerald, teal, and apt claret. Following haute couture beyond model Gregorova, BHS has also taken stock of Chanel’s Highland trend, offering all these shades in classic tweeds and knits, faux leather, and Jacquard shapes to create ‘a confident sensual collection’ (day dresses £19.50 – £38; skirts £14 – £26).
Yet, even if your style runs to the more casual, the BHS AW range still has something to offer. The Get Dressed Up For Autumn campaign includes accessories, lingerie and footwear (boots £25 – £79) in addition to clothing, and the sports luxe trend often worn by Rihanna and Rita Ora also features, in pieces such as biker jackets (£30 – £55) and quilted or puffer jackets (£30 – £60). Teamed with a suitable pair of affordable trousers (£12 – £30), casual doesn’t have to mean scruffy.
Promising 24/7 style that will keep you warm as toast, the BHS AW collection presents a pretty irresistible makeover for both the company and its customers. Time to shop.