Dorothy Perkins Reveals Its New Floradita Collection



Released on: May 20, 2011, 6:13 am
Author: Dorothy Perkins
Industry: Retail

Dorothy Perkins is proud to announce this summer's launch of Floradita, a sophisticated, boutique-inspired floral collection.

Floradita has a hint of the 1950s and a touch of modern day romance, creating a capsule collection of fabrics in simple feminine shapes.

Whether it's a traditional wedding in the country, a refined garden party or just a stroll in the warm sunshine, Floradita has plenty to offer for everyone for every occasion.

From prim, full-skirted sundresses and floaty floral maxis, to delicately embroidered cropped jackets and peter-pan collar lace tops, this new range has a unique and eclectic feel to it and is perfect for the summer months ahead.

Many of the items in the collection have a retro or vintage look to them, with floral patterns being a strong theme throughout. This is featured quite boldly on skirts and summer dresses, and used more subtly on lace detailed tops.

A limited edition range of Floradita jewellery is also available, which complements the clothing. A chunky gold chain necklace with bold flower charms adds a quirky touch, while rose printed cameos create a more quintessentially English look, found on stud earrings, a statement ring and a pendent necklace.

The range also includes accessories, such as floral print summer wedges, bright coloured clutch bags and oversized sunglasses.

Floradita is available in selected stores nationwide and online on the Dorothy Perkins website from the beginning of June 2011.


About Dorothy Perkins:
Established over 90 years ago, Dorothy Perkins is now one of the biggest fashion retailers in the country, with nearly 600 UK stores and over 100 international outlets.

Dorothy Perkins' ranges are updated weekly in store and daily online. The brand offers sizes 6 to 22, and a wide range of collections including Tall and Petite clothing, Maternity, Lingerie, Shoes and Accessories.

The brand provides customers with affordable, feminine women's fashion, including dresses and jewellery, and a shopping experience that customers love. A jersey top is sold every two seconds and the store has won numerous awards for its collections.

For the past three years Dorothy Perkins has supported Breast Cancer Care, during which it's raised nearly £6 million for people affected by breast cancer. In 2007 Dorothy Perkins formed a partnership with the Woodland Trust, and since then has raised enough to plant over 100,000 trees in the UK.

PR contact:
Melissa Collins
Press Officer
Colegrave House
68-70 Berners Street
020 7291 2405



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