Aqua--what??

Aquascutum - Fall 2010 (London)

Photos: Firstview (Style.com)

Aquascutum, which is Latin for ‘watershield,’ is a UK based clothing company established in 1851 by a men’s tailor named John Emary. The luxury manufacturer produced the first waterproof wool and started making trench coats for soldiers in both world wars. By the late 1800’s, Aquascutum had established a royal clientele and they opened their first womenswear department in 1900.

Aquascutum - Fall 2010 (London)

Photos: Firstview (Style.com)

I’ve always considered this label to be traditional, stuffy and uptight, but in recent years, it’s been growing on me. After reviewing the Fall 2010 Collection that showed at London Fashion Week on Sunday, I’m starting to love it. Designer Michael Herz featured long columnar dresses with cool belted jackets, vests and capes that sometimes revealed crisp white shirts underneath. There were a few pieces that still looked dowdy and frumpy, but overall I would definitely be happy to wear these clothes!

Aquascutum - Fall 2010 (London)

Photos: Firstview (Style.com)