BEHIND THE BRAND: Wildfox
"Life is better when wearing Wildfox" - a statement as bold as the brand, Wildfox was founded in 2007 by two women inspired by a love of vintage tee shirts and their friendship. Today the L.A-born label continues to create retro-inspired designs, but with the addition of a sophisticated, ready-to-wear collection of tailored pieces that can easily be imagined at any happening Southern Californian party. But of course, their signature cashmere sweaters and knitted co-ords are still in abundance, using tongue-in-cheek slogans and brighter-than-bright prints to remind us exactly what their fun brand DNA is about. Casual pieces are all designed to be thrown over swimwear and worn for lazy beach days or road trips, complimented perfectly by oversized tinted sunnies - creating the perfect weekend wardrobe update. New to Namshi but globally-recognised, this label is set to send tongues wagging in the Middle East. Our favourites in the collection include the palm printed tee with retro trim, and all-over flamingo printed co-ord.