Take a new look at Viyella

These days we buy into brands and garments because of the narrative. We love the styling and the story certain items and looks portray. Those nude heels worn by the Duchess of Cambridge (my how deferential am I today) from LK Bennett could have a magazine in their own right! Garments come to life on people and well styled campaigns sell us an aspiration, a feel good factor.

But what about brands that haven't that history or don't translate well to the new blogging, street style snapping or magazine must haves? When I worked full time as a stylist there were brands I had to rely on for customers who didn't conform to disposable high street numbers or have the figure that fitted into the cut. for other clients they had more discerning tastes and didn't want cheap but also didn't want to spend money on designer clobber either and may I say one of those was a real life Duchess too. For these private clients the concessions in John Lewis or Peter Jones were where I went. For many John Lewis remains the most reasonable and decent store in the world, particularly if you are a Home Counties person.

Within John Lewis and other stores are almost forgotten brands such as Viyella. But honestly folks you are doing yourself a disservice by forgetting these ones as the quality is incredible. Not everything is going to appeal and some items are badly designed and over priced, although the pricing is a reflection of the material used. I cannot fault Viyella on its quality and I'm going to show you some pieces that say chic, classics and desirable.

My favourite item this season is the gloriously named Milano dress in plum. Great name and great colour. This is a great work dress and easily takes you from day to night if you are going from work to the theatre, for example. It is a good length if you don't like your knees but I would shorten it as I think it makes it more funky.

Viyella Milano dress in plum from John Lewis £149

My other dress selection is another block colour in this fabulous red dress that has something very Sophia Loren or Nigella about it. Again I would probably shorten the length but the boldness of the colour which also comes in a striking cobalt blue is what I'm buying into here plus the strongly defined neckline.

Viyella square necked dress £139

And Viyella are moving towards enticing in younger customers from 35+ with their new Ella range and again quality is key. Note the construction and colour of this leather skirt. It looks expensive, it is super soft and you could wear this to work as well with a crew neck jumper and a statement necklace. The style notes rather let Viyella down as they state 'ideally worn with a flowing blouse' emmm, NO.

Ella by Viyella berry leather skirt £199

 

In fact the skirt would look great at the weekend with this jacket from the same range. But no flowing blouse okay.

Hacking jacket £249

 

 You can understand why a certain age and class of women enjoys the products but that heritage look is in and has been for a while. It is not going away soon as the certainty of quality is overriding disposable items.

And there are some basics which will serve you well.

Ella Dark Denim jeans £79

  

The Viyella range gives you options to create up to date looks but by shopping this brand you get some individuality too. Not every one looks at all the brands and there is a tendency to stick with high street darlings and not explore other options.Next time you need a new dress or top then wander into John Lewis and take a peek at the Viyella range or browse online

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