A.P.C introduces disco-era sliver and gold metallic mini skirts and tee-shirt dresses into their mix of throwback basics for spring 2010, but it's the primary-colored workman jumpsuits, camouflage jackets, and rolled khakis that have us envisioning the free-spirited, researchers over in Dharmaville. Click through the entire collection at the link below and try not to get too excited for season six of Lost.
French prep retailer, A.P.C., launched into their seasonal sale this week with approximately 50% off summer merchandise. What's more they've organized the sale beautifully, making it a cinch to shop online. Our favorite pieces include a jet black cotton blazer (was $330 now $231), a pair of tan suede flat ankle boots (was $380 now $266) and a cotton sailor's cap (was $90 now $45). Although the plainness of A.P.C.'s clothing makes for a rather subdued shopping experience, it's a great place to pick up office-appropriate clothing and basics with a long shelf-life.
Retail price: $210, product description: 100% wool. A.P.C. ever the purveyor of random junk sold at sixteen times its 'value' has added another oddity to its list of add-ons. Much like Ernest Sewn, the expert in this game, A.P.C. has decided that those 'down-home' plaid blankets (sold in mom and pop boutiques in London for about 30 quid) is the next item to be peddled at an exorbitant price, simply for its lifestyle appeal. A.P.C. annoys us when they do this for one simple reason, they never take it all the way. You know, it's like, fine, sell us bottles of olive oil and bundles of lavender and vintage sunglasses and wool blankets at a three hunded percent mark up (or more), but don't be shy or half-committed to doing that. If you're going to brand a lifestyle, all we're saying, is give us everything from hand soap to linens--just lay it on thick. A.P.C. just slips in a karaoke cd here, a bottle of olive oil there, and thinks no one will notice. These items have no context because they are nothing without their companions (Just go to the 'objects' section of the site, and you'll find their nine random offerings). And now we've been given some random plaid blanket that just happens to merchandise will all the khaki and navy and olive we're sure the Fall 08 collection includes. We haven't looked yet but it's A.P.C. so, you know. 
For some reason we're really drawn to the Les Prairies des Paris aesthetic these days. It's that familiar, Parisian chic that we see from brands like A.P.C. and Vanessa Bruno but, in this case, it's even less recognizable. Call us tired of the loud stuff, call us in the mood for a little reading in the backyard. Even though fashion moods come and go we still think Les Prairies des Paris is a great brand to look to when you're revising your Fall wardrobe or are in need of office basics that don't come from Express (shudder). Les Prairies started back in 2002 and has remained a well-stocked contemporary brand that, to us, always blends in at the boutiques, until we realize everything in our dressing room is made by them. A few seasons ago, they made a sick navy trench--it was heavy and cut just right. This season, there are more than a few basics to covet. In fact, it's just like the days when A.P.C. was still fairly under wraps and it was possible to look like a preppy little french girl without people confusing that with, well, a hipster in a brownstone. There is no real difference, it's just better when a contemporary brand does not yet give away your place of residence.
It's crazy how the smallest stitch or hemline can turn the denim world upside down. We thought A.P.C. denim news warranted a shoutout for this very reason. Our network partners, We Are The Market and Bored & Beautiful both gave a little nod to the newest jeans being turned out by the French brand. To put it in context, A.P.C.'s New Standard jeans, although there are more narrow cuts, are often thought of as hipster jeans. These jeans, so widely worn, so rarely washed, have become so notorious that the brand has decided to turn out a less trendy version, namely, the Petit Standard. In case you don't know French, that translates to "Mini Hipster" so now boys girls afraid of looking, as Bored & Beautiful puts it, “like fledgling rocker trendies from the 6th arrondissement of Paris, Harajuku or the Lower East Side” can walk in confidence. 
As the tension between the scarcity and demand for animal skin mounts, animal prints are riding on the coattails of the debate. Leopard prints are becoming increasingly more popular and from Spring 08 to Fall 08 and we think it's actually one print that feels fresh, particularly for summer. We like a woman who doesn't associate summertime with baby doll dresses and bohemian prints. We like a woman who, even in ninety degree weather, can pull off a leopard print cardigan, bowler hat, and crisp pair of jean shorts. A.P.C.'s Spring 08 collection definitely has this flavor, and the model they've used for the ad campaign is a perfect fit. Thick eyebrows, little makeup, and an unsmiling 'even though I'm at the beach, doesn't mean I'm going to wear a sarong' attitude, make us feel like Spring 08 will actually bring a different aesthetic than the countless nautical/bohemian/aviators and a bathing suit-summers of year's passed.
Let's face it, your giant bag is weighing you down. Though it undoubtedly compliments the volume of your clothes in winter it's not exactly proportionate come silk blouse and shorts-time. In fact, the hotter it becomes (and less you wear) the more mismatched does your oversized bag feel. In our little A.P.C. mailer today, we bumped into their summer '08 purse, in that perfect variant of lemon yellow, sweeping the S/S. We think the size, though a difficult move for those accustomed to a large bag, is perfect for the weightless habits of summer. We can already picture our lip gloss, wallet, and cell phone slipping perfectly into it's round shape, our hair all tossed from the summer wind, our shoulders brown...oh, enough already. You get the idea.
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