The 'Flora Plan' editorial in Vogue Australia's May 2009 issue celebrates the nipped-in waistlines of the 1940s and, by extension, classic femininity. Photographer Troyt Couburn captured Valerija Erokhina in one elegant summer outfit after another.

In the 'Flora Plan' Vogue Australia editorial, Valerija Erokhina wore pastel and neutral shades that are a welcome reprieve from the doldrums of black and gray clothing that have also flooded the fashion world this spring.

Implications - Female consumers are no longer looking for over exaggerated styles and are seeking out simpler styles. Products featuring a subtler aesthetic are appealing to those who want to maintain a classic appearance. Companies trying to attract more shoppers could focus on this.