Model: Anastaija @ Models 1

Creative direction & styling: Naomi Mdudu

Stylist's assistant: Chanelle Best Williams

Hair and make-up: Vuyiswa Zanele Mdudu

Retoucher: Nathan Atia

Photographer: James Lightbown

See more after the jump

As Fashionologie so rightly put it, the Phoebe Philo effect is upon us. Gone are the days when people were more interested in making a point to the world by bagging an item with the biggest logo. Today the economy is making consumers seriously re-think their purchases and as Maria Grachvogel told me yesterday, customers want their wardrobes to work hard for them.

With that in mind it came to no surprise that last week, PPR CEO and chairman Francois-Henri Pinault said that bosses at the conglomerate are supporting the shift.“Our groups are moving toward fewer logos, more discreet luxury," he said on Friday. "It's a question of adapting our ranges very rapidly to this new perception of luxury, a luxury which is more subtle, more sophisticated — which is what we are doing.”

The Times' fashion editor Lisa Armstrong tackled this new seismic shift head on in the August issue of British Vogue heralding 'the cult of the restrained' as the way designers are moving and rightly so. 'Designers have finally got their heads round a much more cautious economic reality, we've finally getting clothes that make sense," she wrote.

So what does this mean for the likes of John Galliano and our avant garde designers known for fantasy and innovation? Will they follow suit now the big conglomerates are supporting a restrained luxury? Only time will tell....