But instead of a fairy godmother, Annabel Louise, Head of Product at Coast, is in charge of the changes and I wanted to know more.
Q: Why did you decide to go in a new direction for Coast’s occasion dresses?
A: It was perfect timing. After over a year of lockdown, with no events to go to and a rise in casual ‘work from home’ dressing we decided to celebrate dressing up. We (saw) a rise in sales in occasion dressing during lockdown and we wanted to bring Coast’s heritage of occasion dressing back - with a modern twist.
Q: Where does the inspiration for the collections come from?
A: Catwalks, Instagram, influencers, music, film or the latest Netflix sensations. Our customer is very print and colour focused, so we look to a lot of artists for inspiration for prints or embellishment.
The best summer wedding guest dresses to buy for wedding season
Gallery41 PhotosQ: How would you style your dresses?
A: The beauty of our dresses (is that) you can wear the same dress with a court shoe or a trainer, there are no limits. We try and make things versatile so people can reuse and re-imagine styles. In the current situation, with so many rules, style is the one thing where there are no restrictions.
And that’s why fashion can be a perpetual mood lifter!
Scroll down to see the dresses that I couldn’t believe were from Coast…
If you fancy adding one (or two - we won’t judge) to your basket, you’ll find this round-up of Coast discount codes very handy.
Read more from Glamour UK Fashion Director at large Alex Fullerton here or follow her on Instagram @alexandrafullerton
ncG1vNJzZmivp6x7qLjApqauqp2WtKLGyKecZ5ufY8Kse8aao6Wdoq58o7HSrWScp5GowW6w0Z6qrJ2j