New Label: ediT

At the time of typing this, our new ediT stock had been on the website for about 4 hours and selling like hotcakes. Which is good news and bad - good because obv people love it as much as we do, and bad 'cos the stock is fairly limited so you'll need to get in quick!

It's no wonder really - with a background in buying for the likes of Topshop and David Jones, ediT designer Yeemun knows a thing or two about relaxed, effortless style with a healthy dollop of chic. Oh, and it's not one of those "we want to make affordable fashion so our tops are around $200" kinda-labels either - at $89 for a cardi and $179 for the priciest jacket, it's all totally affordable and, most importantly, wearable.

We had a grand old time trying on the jackets for fit today (they are beautifully cut - go with your usual jacket size), and really were a bit reluctant to hit the 'upload' button. Here's why:

AW10 Sneak Peek!

To be honest, most of the FrockYou stockroom is full of empty hangers after our mega Christmas sale and huge post-Christmas reductions. This however leaves me a bit tingly - it means tehre is lots of room for the fabulous Autumn/Winter '10 ranges due instore from the end of Jan. I think every season every salesperson/magazine/PR gal pushes the whole 'best season ever' even if it's pretty average (they have to, it's their jobs). But this season is actually, genuinely, truly, one of my favourites. Lots of embellishments, lots of black (yes, Melbourne, I hear your joy) lots of draping, lots of very chic looks that are very easy to wear. Here's a few looks you can expect to see instore very shortly!

Motel Sabine Dress $115

Honey & Beau Precini Coat $229

Blue Juice Lovin LA Stud Tee $49.95

Nude Rosalie Button Shootie $189.95

ediT Cameron Crop Tux $149

Mimosa Showgirl Dress $179.95

Blue Juice Baroque Rock Coat $139.95