Promod Brings French Street Style for Spring/Summer '09

CEBU, Philippines – France: the home of haute couture, the originator of chic, the seat of elegance. For centuries, the country has long been recognized as the world’s undisputed fashion capital. Women all over the world constantly turn to their French counterparts to learn about the latest trends and how to wear them. Indeed, many would do just about anything to unlock the style secrets of the French and acquire their mysterious “je ne se quoi” quality.

One such secret that has helped French women remain at the forefront of fashion is Promod, a high-street chain that has epitomized Gallic street style for more than 30 years.

Established in 1975 as a small, family-owned boutique, Promod has since grown into one of the most popular and well-regarded ready-to-wear labels in France. Today, it is one of France’s biggest fashion store chains with 760 outlets in 47 countries. Known for its wide range of selections, it offers designer-inspired must-haves as well as more timeless and classic pieces.

“We cater to women who have a flair for fashion and possess that certain quirky, unpredictable elegance,” says Maila Mupas, Promod’s Brand Manager for the Philippines. “They are constantly on the look out for stunning, high-quality clothes that are also affordable and easy-to-wear.”

For Spring/Summer 2009, Promod further cements its position as the premier French high-street brand with this season’s line-up of thematic capsule collections: Dreamy Poet, Nomadic Trek, New Prairie, Pirate Girl and Indi.

Dreamy Poet

Hyper-feminine and subtly romantic, the Dreamy Poet collection proposes a light and floaty head-to-toe look. Draping takes center stage along with faded pastel colors such as turquoise, water lily green, powdery pink, ecru and sand, which give the clothes a vintage air.

Adding to the ethereal feel of the collection is the use of crushed, silky fabrics and feathery knits. Meanwhile, details such as flower prints, dainty embroideries and frills further make the clothes look precious and alluring.

Nomadic Trek

Taking its cue from the classic safari outfits worn by colonial explorers, the Nomadic Trek collection updates this look by introducing a luxurious fluidity. Perfect for both city and leisurewear, it provides women with versatile pieces that can work for a variety of occasions.

Dark blue, aniseed green, plum, mole gray and khaki make up the collection’s color scheme. Smatterings of ethnic embroidery and patterns of dainty metal studs, meanwhile, provide additional surface interest to the clothes.

New Prairie

With its rugged charm, the New Prairie collection deftly balances girlishness and a more utilitarian attitude. Partly inspired by Canadian trappers, it exudes a rustic appeal that characterizes contemporary “country girl” dressing.

Using both feminine and masculine elements, the collection combines airy tunics and blouses with straight-leg trousers and boy-fit jeans that feature rolled-up hems or stitched turn-ups. Jeans, which are made from rough cotton denim, are also combined with handkerchief and gingham-checked shirts for that modern cowgirl feel.

Pirate Girl

Mischievous and eccentric, the Pirate Girl collection imagines a woman preparing herself for an adventure in the high seas. Taking its cue from famous pirates from film and literature, it modernizes pirate attire to make it suitable for everyday wear.

Draped sarouel pants, loose shirts and embroidered tanks in comfortable jersey and linen fabrics help convey corsair chic. Meanwhile, accessories such as gaily colored cheche carves, bags with metallic trim, ornate sandals complete the look.

Indi

Inspired by the plush lifestyles of the maharajas, the Indi collection offers bold looks that encapsulates India’s dreamy and exotic atmosphere. Featuring flashy colors such as silver, orange and pink, it also evokes the madcap fun of Bollywood costumes.

The ubiquitous harem trousers are mixed and matched with flowing tops and dresses in summery fabrics, making them perfect for warm days and balmy evenings. The use of delicate Indian embroideries and paisley prints, on the other hand, further add to the collection’s festive quality.

With this season’s collection, Promod stays true to its decidedly French aesthetic while giving women versatile pieces which they can easily mix-and-match in order to express their own personal style.

Promod stores are located at Ayala Cebu, SM Cebu North Wing.