ragtrader.com.au can reveal more details on an Australian exclusive being planned by a major international etailer.
Boohoo.com joint CEO Carol Kane said the company will mark its successful launch into the Australian market 12 months ago with a special campaign this summer.
"As we looked around the shops on our first visit I was seeing the product I had purchased three or four months ago back in the UK.
"It was obvious to me that there was a demand for on-trend fashion and so we have made it our mission to start working much further ahead of the season, and deliver the trends to the Southern Hemisphere before they start even going out to Europe.”
Boohoo.com will launch its first 'trends ahead' collection into Australia on September 9, with prices ranging from $26 to $65.
Australian fashion media groups were taken through the collection earlier this week, with major trends including:
Monoscope - A kaleidoscope of grey and black geometric, stripes prints, juxtaposed by bold pops of lime, orange and hot pink. Traditional cody bon dresses evolve in this trend and incorporate sleek cut away panels whilst sequinned detailing modernises the simple shift dress.
Porcelain - This trend consists of a colour palette composed of jestset black, silver and dark blues highlighted with bright white. As this trend’s name suggests the prints and silhouettes and forms are delicate. Blue and white floral prints are complimented by cocoon biker jackets, garments with laser-cut detailing.
De Janeiro - Places a strong emphasis on clashing prints including tropical palm, tribal, animal and the introduction of neon lava print. Heavily embellished necklines frame mesh inserts and tassled denim in this trend along with cocoon shoulders running through the trend in vibrant hues including hot coral, lemon zest and bright rose.
boohoo.com is one of the UK’s fastest growing etailers, with 9 million visits to the site every month.
The etailer launches a new trend on site every week, adding almost 100 styles per day to their collection of on trend pieces at affordable prices.