London Gets Trash-y New!

SuperTrash has arrived in London, ringing in its first London boutique with a party brimming with celebrities. Mollie King, Zara Martin and Made In Chelsea's Millie Macintosh all came out to fete the launch of the Dutch label.

Founded in 2004 by Olcay Gulsen, SuperTrash blends catwalk cool with partywear favourites. Think LBDs galore - featuring leather panels or delicate bows on the sleeves - plenty of Cavalli-esque prints, and must-have accessories (a pair of their suede wedge boots would ramp up any outfit this season).

The ethos is "fashion-forward and affordable", according to Gulsen, who is perhaps the brand's best ambassador, wearing a zingy sequin number to the London launch.  Wedged between Bond and Oxford streets, South Molton Street was the label's first-choice location.

"The SuperTrash girl is someone who loves fashion, and loves mixing labels," Gulsen explains. But with dresses priced around ??70 - ??120 and jewellery coming in under ??20, it's hard to imagine girls will be shopping anywhere else this winter.