While eager to keep fashion watchers happy with new styles, there is broad consensus in terms of keeping styles simple this hot season. Clothes are mostly white or light in colour. Fabrics are soft and lightweight. The idea is to keep the wearer comfortable, as if they were on perpetual vacation. Cotton and linen are in. Chic bags and open-toed shoes are still the main popular accessories to look for this summer.

Apiwat Yodpraphan, a personal stylist of the Emporium, recently provided hints on keeping it trendy and cool this summer at an event at the mall.

In the collections of both local and international brands, white is dominant this summer, as it has been for most summers. Pastels are also in, while a few designers are venturing into the extreme with touches of fuchsia and red.

Pants are also in for women, Apiwat said, with shorts and capri pants being the thing to wear while at the beach. Sleeveless blouses and tank tops are still popular too. If you're going to wear a skirt, go for flair or a volume skirt.

For men, a white blazer or jacket is the hot item. Bermuda shorts are good for the holidays. Hats are not the in look this summer - opt for large sunglasses instead.

At Kenzo, the navy look is trendy with a white jacket adorned with metallic buttons and navy blue stripes. A sailor-style hat completes the look.

At the recent Siam Fashion Festival preview, seven local brands - Dapper, 27 Friday, Hewgo, Theatre, the Legend, Time's End, and Tube Gallery - also came up with new collections to welcome this summer. Shorter trousers - cropped, Bermuda and capri - are the in look this year. White blazers, jackets, and blouses were also popular in this fashion show.

The new styles this summer from Dapper by Ratachai Vanichtanankoon and Smith Intrapitak were inspired by the look of chic celebs of the early 20th century, featuring details such as beads, and crystals.

"We want to drop the bright colour tones and instead use pastel colours. We want to make you feel like you're on holiday," says Ratachai.

Hewgo, with the concept of "SES" (Sweet, Elegant, Sexy), gives women three styles to choose from in the summer.

The Sweet collection features chiffon decorated with ribbons inspired by fairies with the primary colours being pink, blue, and green.

Inspired by the carnation, the Sexy collection uses red and shocking pink lace, while the Elegant collection makes heavy use of gold colouring.

The Legend by Sakchai Luechasuntorn this year is geared towards impressing sophisticated ladies.

"I want to make this collection more feminine and cute. This marks a change from the old military style," said Sakchai.

T-shirts are paired with elegantly flared skirts in pastels, white, and beige. Lace and soft fabrics are mixed together to give a young sweet princess look to the clothes.

Time's End by Chanachai Jareeyathana focuses on pop-culture fashion from great cities like New York, London, and Tokyo, combining a youthful look with lots of colour. Accessories are playful and fun.

Tube Gallery by Saksit Pisalasupongs and Phisit Jongnarangsin brings in the sporty look and as usual their collection is fun, mixing earthy and bright colours together.

The line 27 Friday by Chanachai Jareeyathana brings in the bohemian style inspired by the hot summer in Tahiti. The main colour is skin-tone, with hand-made details in flowers, shells and coral.

Siam Centre will hold a fashion show from these seven brands from March 30 to April 1. To reserve a seat call (02) 658 1000 extension 212-7.

The Emporium hosts the Summer Alfresco Party today with more summer collections from Blumarine, Celine, Christian Dior, Fendi, Gucci and many more design houses.

Lisnaree Vichitsorasatra

The Nation