Before they changed the name to River Island in 1988, The famous high street store was known as 'chealsea girl'. Chelsea girl was a fusion of fashion and popular culture.
The new chelsea girl SS11 collection has a heritage and vintage feel, inspired by the original branding way back in the 60s. This time around, it has a 21st century twist. The collection sees an array of floral and geometric shapes, thrown onto wispy fabrics that give original shapes. Bohemian would be the word to capture the essence of the re launched collection and brand.
The price point is a little lower than RI pieces, with chelsea girl being named its 'little sister'.
River Island is giving people the chance to style a shoot that will feature on Cosmopolitan.com and RiverIsland.co.uk. Each week for the month of April from River Islands Facebook page, fans will be invited to build an outfit using the Chelsea Girl Item of the Week. The creator of the most individual outfit of the week wins £200 in River Island vouchers and the overall winner will get to style a fashion shoot in London, all expenses paid, which will appear on Cosmopolitan.co.uk and Riverisland.com.
The tunic I am wearing above is from the collection, Visit in-store or online to grab a piece of the original heritage.
(disclaimer: The item worn was sent to me free, for review purposes)