Maxi dresses may be the uniform of warm summer days, but they look just as good at night. Nicola Corless spoke to Kate and Yvonne Keohane of Vermillion about how to work the look of the season at every event.

MOTHER and daughter team Yvonne and Kate set up Vermillion between Ennis and Barefield a year ago this month. Operating from a boutique in their home, the pair stock primarily debs-appropriate formal wear.
“Because long, or maxi dresses, are so much in fashion this year, we have a lot of customers who are wedding guest invitees and want a more formal dress than perhaps they would find in the high-street boutiques,” says Yvonne.
“Long dresses or maxi dresses are definitely the hottest trend for summer 2010. Solid colours have always proved most popular but floral and large prints are proving hugely fashionable this season. You don’t have to show off your legs to look fabulous. The trick is to find a design that will bring out the best in your appearance and minimise the parts you’re not too confident about,” advises Kate.
In terms of fabrics and cuts, it is important to accentuate areas you are happy with.
“There is a trick to wearing long or maxi dresses for all sizes in order to not end up looking like a tent. Petite women should opt for long, slim dresses that sit close to their body, especially around the waist area, to define the torso for a pulled together, feminine look. Hemlines should be straight, A-line or bias-cut. You can elongate your figure with v-necks,” Kate suggests.
“For plus size women, long dresses are the perfect match for your frame as they minimise large hips and legs. If you have a wide or big bust, halter style or thicker straps will look flattering on you. Large prints will complement your figure a lot better than small prints. Another important step when scouring for that perfect formal evening gown is picking the right colour for your complexion. The wrong colours can hurt your appearance, making you look pale and drab,” she adds.
With the recession, women may be spending less money on clothes but a timeless piece is always an investment.
“Trends change so fast that many women have a hard time keeping up. The thing is if you want to be able to wear a formal evening gown more than once, then you should choose simple and solid-coloured designs. They’re simpler to mix and match. Most long dresses, either printed or block colour, can be shortened for other events and can give the dress an instant new look,” says Kate.
“Some styles that never go out of fashion are the timeless one-shoulder, halter-necks which flatter all body shapes, bustier necklines, spaghetti straps, but these are not suitable for wide shoulders or top-heavy women, and v-necklines, which flatter all shapes,” she continues.
While colour is important, according to Kate it is the overall impression that is most important.
“The colour of the dress needs to play a supporting role and should not dominate the overall image. For the dress to look good, it needs to flatter the figure and complement the natural colouring of the individual. Light colours make the body look larger, while dark colours tend to make the body look smaller. It is the design detail, when correctly applied to the body, which creates the illusion of style. The exterior shape or silhouette and interior detail or style lines affect the look of a garment because the eye tends to follow them. Singularly or collectively, they can make a person appear taller, shorter, slimmer and fuller or even draw attention away from a figure image problem,” she explains.
“Popular colours for the 2010 debs tend to be blues and purples. White with a splash of colour from accessories is also an elegant summer look,” Kate adds.
According to the businesswomen, the princess-style dresses have decreased in popularity across the county but remain popular for some schools.
“The advantage of buying a dress which is more classic in style means that it can be worn to a number of occasions. In some cases, I would recommend the dress be shortened after the main debs event and it can then be worn again to a wedding, a party or even a day at the races,” says Yvonne.
Vermillion is open by appointment only. For more information, see vermilliondresses.com