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The Height Of Summer

Promod shows off its latest line.
The Height Of Summer Promod shows off its latest line.

May 27, 2009
Greenbelt 5

In the midst of the economic downswing, one brand seems to be enjoying positive growth. “This collection is selling quite well,” reveals Avi Uttamchandani, General Manager of Vogue Concepts, Inc., the exclusive distributor of Promod in the Philippines.

The trendy French brand staged a fashion show at Greenbelt 5's Fashion Walk, revealing the High Summer 2009 collection. “Merchandise is delivered (from the principal) on a weekly basis,” explains Avi, emphasizing that stocks are always fresh and new.

Five trends rule this seasons collection. Dreamy Poet has a vintage, romantic air its billowing garments colored in pale pink, water lily green, and ecru. Ethnic prints and safari-style jackets, shorts, and pants make up Nomadic Trek. Girls who appreciate the rustic feel of gingham and plaid done in candy colors will subscribe to New Prairie. Pirate Girl takes a nautical twist that is more sailor than wench, with its draped sarouel pants, loose shirts, and metallic trim. Lastly, Indi evokes the plush lifestyles of India's maharajas making use of rich colors and luxurious lounge wear cuts.

The subtle chicness that's so innately French is evident in each of the versatile pieces. Top marks go to a pair of printed harem pants from the Indi collection whose waistband is prettily smocked at the back. Also lovely is a wispy full skirt with a rosettes that calls to mind a certain mini dress Olivier Theyskens designed back when he was still with the now defunct Rochas.

Click on to see photos from the fashion show.


—Isha Andaya, Managing Editor