When I was a teenager, New Look was a place you could go to buy clothes that were less offensive that what your Mother might make you get from Asda, but not quite as cool as those from Topshop, which ten years ago, was a shadow of the fashion-forward, catwalk-gracing jugganaut it has become today.
It may have taken a couple of years to catch up, but New Look, like other high street stores such as Miss Selfridge, has season upon season got better and better, each time reflecting not only key trends from the catwalk, but its own, fashionable style.
Last week, I was swept from the dark, wintery, monsoon-ridden streets of London into an oasis of light, bright, summer style for a preview of New Look's Spring Summer 2010 collection.
Decade of the moment, the 90's made an appearance in straight, jersey maxi-dresses, which look set to dominate next spring, as well as with plenty of light, worn-denim.
Denim was paired with whimsical floral dresses, and cotton gingham, which wouldn't have looked out of place in Central Perk circa '94, in a good way.
Underwear made its way into outerwear in a plethora of SS10 shows, and New Look are in on the act too.
As well as creating risque floral and lace basques, New Look demonstrated a wearable version of the trend with subtle corset detailing on floaty vests.
New Look's idol collection, as seen on Beyonce, was strong, and demonstrated their move towards a credible fashion brand well.
Accessories were once again impressive, with a wide selection of bags, sunglasses, belts and jewelley.
Handbags were of particilarly high quality, and often made from real leather.
Slouchy every-day bags as well as more compact, lady-like styles were present, all in a gorgeously natural colour palette of nudes and minks.
New Look's shoes seem to get better as the seasons go on, and SS10 was no exception.
There were plenty of summery sandals, as well as ankle boots, a trend that shows no sign of diminshing any time soon, and are perfect for the schizophrenic British weather.
No high-street collection would be complete without a nod to the catwalk so heavy it verges on headbutt, which New Look gave us with classic, Chanel-style jackets.
The collection will be available in early 2010.