From beach to poolside, barefoot village wander to romantic dinner, when it comes to holiday dressing, what you really want is a collection of easy, throw-on smocks and dresses so you can focus on the important things—aka sun, sea and ahem. Here’s a selection of summer-ready looks that cut the no-fuss mustard on my last stay in the sun.


Formentera dress £115 by Pampelone

As any regular readers of WWW will know, Holly Scarsella is an inspiring young businesswoman—indeed since her piece on this site, she has gone on to be named one of Forbes’ 30 under 30 European Retail & Commerce entrepreneurs.  The story behind the launch of Pampelone is simple: she was looking for nice resortwear for her honeymoons and everything was either extortionately expensive, or potentially flammable. Seeing the niche, she mined her childhood living on the Côte d’Azur for inspiration and flexed her skills and network-which she’d built in her previous career as a PR for brand including Tiffany&Co-to create her debut collection. The rest as that say is history—or more accurately blood, sweat & tears.


Having always been a fan of Holly’s flattering and feminine designs, I stacked my bag with three pieces from her new collection for my recent sojourn to South Africa. Needless to say, the proved invaluable. The thing about holiday dressing is that when it start to feel like a faff, it’s easy to just slob out in a single pair of cut offs & bikini tops.


Who hasn’t packed a suitcase full of clothes only to return with 90% of them un-worn? While I love the idea of summer nonchalance, it can definitely be taken too far. I once travelled three weeks across Russia with only one t-shirt (I was a lot more low maintenance in my student days). Which was fine, but did end up feeling a bit grotty. My Levi’s cut offs are 100% one of my favourite pieces of clothing, but I look the same in every single holiday album because I rely on them so heavily. Sometimes it’s just good to switch things up.


Mambo Blouse £90, Pampelone

It’s nice to feel special on holiday, but I’ve learnt it just can’t be complicated. Holly’s pieces are also ethically manufactured and while I don’t want to sound too preachy, I’m personally just not down with sitting by a gorgeous pool wearing a sequin kaftan made for a pittance. Embroidery, smocking and embellishment should cost more than it does on the high street – just one more reason to spend just that bit more on your poolside look.


The Evissa Mini Dress £140 by Pampelone



This post was created in collaboration with Pameplone.