CHEONG PHIN advocates United Kingdom's Principles Petite for smaller women shopping for fashionable clothes.

Chanelling a ’70s vibe with animal prints from the Hutton Collection for Fall 2008.

Feminine ruffles and high-waist pants from the Berlin Collection for Fall 2008.

MOST women (particularly in Asia) are considered petite, and in fashion retail, if your height is 160cm and below, you'd fall into this category.

While some may be slender and delicate like Eva Longoria of Desperate Housewives, many petite women are full-figured with small shoulders.

This is the main difficulty encountered by such women when shopping for clothes.

For example, she may find find that the sleeves and length of a jacket are too long although the rest of the garment fits. Or the waist could be too high or tight but the sleeves just right.
It's more frustrating for those who mostly shop for designer labels and then have to spend extra money to alter the clothes to suit their smaller frame.

Not too long ago, the petite woman was often offered a limited choice of fashionable and high-quality clothing.

Neglected by designers, most resorted to wearing basic ensemble pieces or custom-made dresses and jackets, which can be costly or less flattering than contemporary fashion.

Today, fashion retailers across the globe are quick to recognise the growing needs of such women. They can now give a sigh of relief when shopping for clothes with a good fit.

One such fashion brand is Principles Petite from the United Kingdom.

Formed in 1984, the motto behind the label is to "make sense of fashion". It offers great style and quality for thirty-something women, be they tall or short.

Its Petite Collection has catered to women 160cm or shorter for many years.

The secret of its success is that it's not simply a scaled-down version of the main collection but one which is designed to perfectly fit the petite woman.

The proportions are carefully reworked, whereby arm lengths, trouser lengths and even button sizes are given due consideration in the design of its special range, which is patterned after the main collection.

"We would go as far as reducing the size of a particular fabric print from the 'core' collection if it's too overpowering for our petite customer. Likewise, pocket sizes, collars and cuffs are scaled down to a size that is suitable for a smaller frame," said Principles creative director Narinder Leon, who is a petite woman herself, standing at only 157cm.

Everything is taken into account, from narrower shoulders to scaled-down embellishments and detailing to create an overall balanced appeal suitable for petite women of varying size.

Also, every item is fitted on a petite model to ensure a flattering fit every time. Which is why this label has won the Prima High Street fashion award for Best Petite Range several times.

"Our sizes range from 6 to 16, and contain a good selection of dresses, separates, structured jackets, short skirts, long skirts, jeans and trousers from our seasonal capsule collections, which you can easily mix and match," explained Leon at her London office in Rathbone Place.

"The fashion direction of our petite range essentially comes from the concept and designs of the brand's core collection.

"Ultimately, purchasers determine styles, which we subsequently translate into capsule collections for the season."

Here are some of the Petite collections that will be available in stores by the end of August.

The Petite Berlin Collection
The return of the structured silhouette introduces a smart, sleek and sexy collection that gives a nod to the strong masculine trend this season. Tailored separates are key, with new proportions of the sharper shoulder, higher waisted pants and skirts, teamed with flamboyant ruffle and frilly blouses.

"Ruffles are the feminine touches for this Fall fashion, which flatter the petite frame," said Leon.

The Petite Hutton Collection
Classic casual pieces take on a glamorous attitude with animal prints in luxurious fabrics and crisp cotton shirts layered under matching tanks. Chanelling a '70s vibe in a palette of orange, toffee and camel, the silhouette takes on a feminine preppy feel with high-waisted denim wide-legged jeans, or A-line skirts and a belted neutral waistcoat. "The higher waist look elongates the legs and makes the petite woman look taller, especially with a nice pair of high heels," explained Leon.

The Petite Siren Collection
Embracing the sexy appeal of a woman and luxury with sensuous satins and silks in beautiful navy, oyster and green tones, the glamorous dresses and fluid separates are a sleek answer to dressing-up moments. Manipulated graphic prints of flowers and ink add texture and sophistication to a collection of silky tops, fluid dresses and separates. Finish the look with a clutch and vintage accessories.