NEXT HI SUMMER 2010! captures the holiday mood

07 Jun '10

3 min read

Fashion experts NEXT rolled out an exciting new look for summer with the Hi Summer 2010! collection launched at the new concept store located at the Mall of the Emirates - Dubai.

At a VIP in-store event, customers were introduced to the latest trends from the Next design team including exciting new denim lines, eye-popping colours, grungy floral patterns and the latest in-trend clogs. Fresh from the catwalk, these inspirational designs for the summer showed why NEXT has always been a fashion favourite, with its beautifully-designed, great quality clothing and its new shoe shop that helps its customers stand out in the crowd.

Summer is the season of festivals and beach holidays, of days by the pool and nights under a starry Mediterranean sky. NEXT captures that mood with looks that take every woman, man and child to the place of their dreams - from Glastonbury to the beaches of Goa and from back-garden barbecues to a road trip down Route 66.

Pale washed denim is key. Think pretty ruffled dresses or lightweight, wear-anywhere utility jackets. Customers will love the grungy florals, track-pant jeans and cute shorts, gloriously on-trend clogs and fabulous studded wellingtons. They will adore the halter-neck maxi-dresses and the gorgeous enamel flower cuffs. In striking contrast, NEXT's 'Night Fever' and 'Ibiza' themes have all the sizzling hot glamour of body-con dresses and killer heels, not forgetting the wow-factor of super-slinky sequined swimwear and big, bold sunglasses.

Meanwhile, menswear takes to that fabled 2,400 mile long American highway in distressed jeans, soft check shirting, graphic T's and nylon bomber jackets. In town, the coolest dudes will hang out in contrast-tipped jersey blazers, rock star t-shirts, aviators and white suede brogues– always topped off with a great straw trilby.

For kids too, the HI SUMMER 2010! collection perfectly captures the holiday mood. Children's wear is awash with eye-popping colour and engaging trends, from character t-shirts and cool board shorts for boys, to versions of fashion's favourite global-traveller and festival themes perfectly scaled for little girls.

With every Next store in the Middle East packed full of gorgeous, inspiring summer styles, the hottest trends and the key pieces you need to get you through the summer months a shopping spree at NEXT has to be high on the agenda.

M.H. Alshaya Co. is a leading international franchise operator for over 55 of the world's most recognised retail brands, including Starbucks, H&M, NEXT, Mothercare, Debenhams, American Eagle, Pottery Barn, Pottery Barn Kids, P.F. Chang's, Office Depot and Boots. The company operates 1,800 stores across 7 divisions: Fashion & Footwear, Health & Beauty, Food Services, Optics, Pharmaceuticals, Office Supplies and Home Furnishings.

M.H. Alshaya Co. is the retail business of the Alshaya Group, which was founded in Kuwait in 1890 and today represents one of the most dynamic companies in the Middle East. In addition to its retail operations, the Alshaya Group is active in a number of other sectors including real estate, automotive, hotels, trading and investments.

Launched in the UK in 1983, the NEXT retail chain has had a major influence on the UK and international High Street, shaping the future of fashion retailing. Stores offer a co-ordinated collection of stylish clothes, shoes and accessories for women, men and children, created by the in-house design team to offer inspirational style, quality and value for money, with a contemporary fashion edge.

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