Fashion in 50 Seconds 6/20/08

Jane Sheperdson, former Topshop mogul, has begun designing for British retail chain Whistles. Sheperdson is attempting to re-imagine the Whistles aesthetic as 'classic', prompting comparisons of her work to See by Chloe and 3.1 Phillip LIm (two designers very popular among twenty-somethings). Her first collection, for Fall 08, will hit stores in September.

Gucci is poised to launch a new mens fragrance come September. Gucci by Gucci Pour Homme will become the first men's fragrance developed from scratch by Frida Giannini.

Diane Von Furstenburg, showed her Resort collection in Florence recently and took the concept of packing-light to it's farthest extreme. Inspired by a 'petite valise' she offered up flirty sun dresses and crisp trenches and all of the swimsuits and scarves to go with them. Prints consisted of flags and keys and stripes and other looks had the red, white, and blue motif we love so much for our mid-season getaways.

Another Urban Outffiters collaboration has been announced. This one with high end costume jewelry designer Lulu Frost. The line will be called Secret Garden and be comprised of five pieces, three necklaces and two earrings, that are loaded up with charms the designer is known for (except these aren't salvaged numbers from the sinage at the Plaza Hotel).