The Premium Brand in Fashion and Design

Summer Collection

2014The Premium Brand in Fashion and Design

Introducing the MARYAN MEHLHORN Spring/Summer Collection 2014: high-fashion pieces, reduced clean styles and seductively romantic stories – a unique look with an equally unique colour palette that ranges from light, airy sorbet hues all the way to rock-inspired summer darks.

InSpIratIonS and key poIntS: Runway-ready – Glam Rock is the new trend and it is repre-

sented in the MARYAN MEHLHORN collection with an abundance of

metallic details.

Folkloric designs, animal prints, masterpieces of artisan craftsmanship and colours ranging from light desert-

beige to warm and spicy terra-brown create an ethnic spirit.

Polka dots bring the Dolce Vita of famous style icons back to life.

Striking prints are as much a part of summer as are sun, sand

and sea. MARYAN MEHLHORN expertly combines delicate, colourful designs such as lace flowers with solid colours.

Elegant solid colours feature wonderfully eye-catching

decorative elements.

Breath-taking couture styles charm with hand-stitched braiding, sophisticated pleating and artistic 3D effects.

Be the “Queen of Spades” with MARYAN MEHLHORN’s unique

spin on the classic bandeau style.

Select materials accentuate the must-have accessories: luxurious kaftans in linen-viscose and genuine leather toe-post sandals with gemstones.

Two new shaping dresses in black, pistachio and red complete the look.

the breezy feel-good brand

For every style For every shape For every ageCUP A – H

The Summer Collection 2014 – your plus for good sales:

A wider range of bikinis and younger cuts like bandeaus and triangles as well as new bottoms skilfully lives up to the fa-shion expectations in summer 2014

Diverse cover-ups have something in store for every taste and offer versatile, collection-wide combination op-tions

Broad stories appeal to a large target group with commercial themes and a variety of cuts – every type of woman will find the perfect beach outfit in Lidea

Diverse designs like dots, stripes and motif prints are the trendy foundation for an attractive range of beachwear in the new season

The all-time favourite theme Nauti-cal is available in the NOS programme and will be offered with the corresponding window kit

A large range of cup sizes (A to H cup) with guaranteed fit perfectly suits all body shapes

Consumers will be excited by the excellent value for money

Spring / Summer 2014

Following the successful launch of the Lidea Nightwear & Loungewear collection for A/W 2013/14, the brand continues to make a statement with sassy, casual styles with a loungy feel. Focusing even stronger on Mix&Match, the four new stories _ in two

solid-colour and print themes each _ present themselves fashionable and trendy. Their fresh, summery range of colours creates a lively and stylish atmosphere _ getting every

customer into their best mood to shop.

The modern packaging with banderole ribbons does not only allow space saving presentation options, it also turns the collection into sought-after gifts. Each story is

complemented with a fun accessory _ a matching eye mask.

Look one size sLimmer

summer Collection

2014

key points of the collection:Versatile designs allow

the collection to appeal to a wide target group

regardless of age.

Green in all its hues presents itself as THe trend

theme of the season and sits harmoniously alongside the

classic best-sellers black&white and navy, which are featured

as elegant solid-colour stories or fashionable prints

All stories are perfectly colour coordinated for an attractive POS presentation. many cover-up styles

can be integrated perfectly as connection between the different themes,

motifs and stories

The range of cover-ups has been expanded significantly and fulfils all

customers’ wishes – from sporty to feminine, from caftan to a long dress

Highlight is a new Strong Shaping Level fabric – with a matt look and very

soft feel it presents itself as a body-forming innovation: besides its well-tried shaping character, it is

distinguished by its contour-smoothing properties and promises an overall feeling

of well-being

The different shaping levels and elaborate cuts showcase the

collection’s shaping competence – always following the motto “Look one

size slimmer!”

SummerTrends 2014

SummerTrends 2014

KEY STYLES: the BIKINI TOPS focus on new bandeau styles in many variations and up to D cup. Retro-inspired new butterfly shapes with removable padding are an exciting alternative and new push-ups with a plunging neckline and bow for smaller cups are a cool eye-catcher.We expanded the range of BOTTOMS and offer a large variety of different fits so everyone can find their favourite bikini – Mix & Match as you like!

SWIMSUITS come as bandeaus with smocked back and straight leg lines – a beautiful retro silhouette

KEY COLOURS: Peach-Pink, Vivid-Lilac and Sum-mer-Spice are the tenderly glowing solids, dominating the colour palette with a dash of freshness. Delicate off-white or chalk as base colour allow a soft feel to the prints, while a trendy black background accentuates the bright colours’ radiance.

KEY PRINTS: photographic motifs with tropical island flair and lush colours of Latin American flowers combined with ethnic-inspired stripes

KEY ACCESSORIES: pastel metallics, iridescent mother-of-pearl and pale hues of gold give this collection the ultimate IT-factor

New stitching: ornamental stitches adorn many stories of the collection

Vivid eye-teaser: making every piece one of a kind – hand-knotted fringes, metal sequins and colourful South American bead embroideries

SUMMERWEAR: whether for a beach holiday or “summer in the city”, a wide range of cover-ups completes the swimwear collection. We used soft modal fabrics with dip-dye effect or yarn-dyed modal for circular-knit stripes – creating airy tunics, short tube dresses or long boho shapes. Crinkled cotton with frozen-dye treatment glows softly, net tunics with embroidery details or appliqués reveal sexy glimpses of skin, smocked dresses with lace hem and flower appliqués are super cute and printed layered dresses or smocked pants are cut casually and laid-back with a hippie vibe. Straw hat, sandals, flip flops and canvas bags complement the summer look.

Men2014

For Spring/Summer 2014 watercult launches an inde-pendent compact collection of fresh short styles “for men”. Sporty-masculine looks with perfectly arranged

elements, highlighting their authentic style: contrasting bar tacks, sand-coloured cords and silver details like eyelets and cord stoppers. These are displayed in a solid colour story available in three colours as well as five print themes. Washed fabric qualities for a soft touch lend the shorts a trendy look.

THe STYLeS Beach Shorts – trendy “short cut” with side pockets

(length: 35 cm) Board Shorts – casual “long cut” with side pockets and an

additional patch pocket (length: 43 cm)

THe SOLIDS Bright Red, Scuba Blue & Pacific Blue Contrasting trimmings, logos & bar tacks

THe PRInTS Colourful & monochrome Hawaiian prints, stylised anchor

design, maritime stripes and motifs from the aquatic wildlife

THe PACKAGInG Transparent tubes open the view to the shorts’ trendy

prints and solids. They can be arranged in the crate system.