LOLLY Clothing Reveals Its Hot List Of Summer Must-Haves & Fashion Trends

LOS ANGELES, July 1, 2013 /PRNewswire-iReach/ -- To kick off the official start of summer, LOLLY (www.Lolly-Clothing.com) has just released its Summer 2013 Hot List – a compilation of the most sought-after silhouettes, fabrics and looks in women's fashion that will turn the summer heat up a notch.

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Led by Creative Director Geneveive Cruz, LOLLY has found great success with an untraditional retailing model – instead of releasing collections seasonally, the company unveils a new collection every month to over 600 boutiques across the country as well as via its online LOLLY Shop. By paying close attention to its consumer's buying habits and showing an incomparable agility to market, the brand has uniquely positioned itself at the forefront of fashion trends and therefore has been able to identify very early on what the most popular looks, colors and silhouettes are proving to be each season as demonstrated by customer response.

LOLLY's Summer 2013 Hot List

• Bold Colors and Color Blocking

"Black and white are always in," says Cruz. "But this season, we've added a bold mix of bright hues – think coral, vibrant lime and the sultry blues of the ocean. It's a mix of the past and present – as if we're revisiting the 1960's with a modern sensibility."

LOLLY HOT PICK: The Morry Dress ($82)

http://lolly-clothing.myshopify.com/collections/dresses-and-skirts/products/morry-dress

• Embellishments

"Just a touch of something unexpected," Cruz reveals. "This summer is about a tasteful yet whimsical approach to embellishments. We added some understated metal discs to the shoulders of our otherwise casual Helena and Truz tops, and our style-savvy fans love it. The key is to look for embellishments that accent an otherwise soft fabric and neutral color."

LOLLY HOT PICK: The Helena Top ($94)

http://lolly-clothing.myshopify.com/collections/tops-and-tees/products/helena-top

• Mixing fabrics and textures on a single garment 

"My favorite version of this is a 60's inspired maxi dress with a sheer, feminine overlay. Paired with a bold wedge shoe it becomes all about that sassy, fierce and confident attitude." Cruz adds, "It's my personal must-do trend of the season."

LOLLY HOT PICK: The Carina Top ($82)

http://lolly-clothing.myshopify.com/collections/tops-and-tees/products/carina-top

For more information, please visit www.LOLLY-Clothing.com or visit our LOLLY Blog (http://www.LOLLY-clothing.com/_blog/LOLLY_Blog). You can also find us on Twitter at @LOLLYClothing and on Facebook at www.facebook.com/LollyClothing.

For media, blogger or sample requests, please contact Shaila Arora at Shaila@AroraPR.com or Sophia@AroraPR.com

About LOLLY

A go-to favorite for the most discerning of fashionistas across the United States, LOLLY blends luxurious fabrics, feminine silhouettes and a commitment to comfort in each one of its made-in-the-USA garments. Under the guidance of Creative Director Geneveive Cruz, LOLLY has built on the immediate accolades it received from top independent retailers to become one of the most sought-after brands by Hollywood celebrities, fashion industry insiders and women who crave the beauty, style and unique, effortless grace that is at the core of every LOLLY piece. The brand has quickly emerged one of the fastest growing West-Coast based clothing brands, and is currently available in over 600 boutiques nationwide.

In June 2013, LOLLY released a novel about its journey from start-up to present day, chronicling its unusual yet meteoric rise to the top of women's fashion. Available via Amazon, LOLLY: From Fishing to Fashion, Reeling In An Unlikely Fashion Success debuted to rave reviews.

Media Contact: sophia paliov, Arora PR, 9495255022, sophia@arorapr.com

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SOURCE Lolly