MARKET FOCUS FASHION PR: She's gotta have it - The fashion crowd purchases items touted as 'essential' - but how do these pieces actually become such stylish bestsellers? Cindi Cook investigates

Each month, fashion editors pen an opener to the fashion well of their magazine, decreeing what will be in vogue for the coming season. They forecast fashion's 'new direction' and determine which of the items you bought last season should be relegated to the back of the closet - or abolished entirely from your wardrobe. What was short is now long, what was in is now out, and you better get with it, or get off the fashion bus.

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