The best looks for this summer mix established names with new directions from the hottest young designers. And don't be too much of a fashion victim, says our columnist

The challenge to me and to our buying team is to be constantly looking at ways to bring newness, fun and energy to Selfridges. During Spring/Summer 2010 (SS10) international fashion weeks, a theme that inspired me is the idea of personalisation. Designers including Dries Van Noten, Nicolas Ghesquière of Balenciaga and Rodolfo Paglialunga at Vionnet all personally presented their collections to press and buyers. I also received several handwritten invitations, which was so impactful and engaging – I think the ‘personal touch’ will be very important and an interesting move for designers, retailers and shoppers.

SS10 will introduce a mix of both wearable and more challenging collections. We have pinpointed 5 trends that we think will be the most influential – these are Technology, Underwear as Outerwear, The Traveller, Sportswear and Femininity. These themes cover a broad spectrum of shapes, colours and prints and will offer something for everyone.

I would always encourage our customers not to be overly conscious of trends – a great product mix is meant to inspire, not to dictate what to wear! For me, feeling comfortable, sophisticated and looking great – not necessarily fashionable – are the most important things when choosing what to buy each season.

It’s difficult for me to say what not to wear next season, but a trend that won’t be for everyone is the bare midriff – the catwalk was awash with crop tops and cut-outs – certainly not for the faint hearted or gym-phobic.

Resort and Cruise collections are more important than ever before, and are especially useful for women planning an exotic holiday abroad and looking for a wardrobe update prior to going away – from eveningwear to perfect separates and investment basics. Our swimwear labels bring out seasonal collections, too; I recommend French brand Eres for the most brilliantly cut swimwear in great colours; we have just opened an Eres boutique instore, which is a definite preholiday shopping spot. Alexander Wang is also doing some fabulous sportswear.

There are some important new additions to our designer wear edit for the new season and these are the labels that everyone is talking about. Iconic French design house Vionnet makes a vibrant return to the market with Rodolfo Paglialunga (former Miuccia Prada’s right hand man) at the helm. His collection was beautiful and paid tribute to the original days of Madame Vionnet – a softly draped bias cut dress from the collection is a versatile and flattering must-have – a piece that is not overly fashion-led and will be a gorgeous staple to any wardrobe.

Phoebe Philo’s return to fashion at Celine has also got the fashion world extremely excited. Her first collection for the brand was fairly reserved yet contemporary and conservative in places with a splash of black and leather for effect. The overall collection had strong Military and Safari influences. Overall, it is a beautifully sophisticated collection for Celine and will no doubt be extremely covetable for SS10. Phoebe’s trench style dress is a good example of her modern, chic and easy to wear aesthetic. For women looking for the ultimate party dress, Jason Wu is the designer to seek out. He brings wearability and couture elements to all of his designs and presented a fantastic collection at New York Fashion Week. Wu is one of the hottest US designers of the moment and is absolutely charming, too. The collection included beautiful dresses that exude effortless style with a modern twist.

Supporting young designers is very important to me. This season, Peter Pilotto’s collection took my breath away. His landscape inspired prints are stunning and the two designers behind the brand are definite talents to watch.

ANITA BARR is Director of Womenswear at Selfridges; selfridges.com