CLASSY IN STYLE AGAIN BARE BELLIES NO LONGER IN FASHION.

Byline: Susan Abram Staff Writer

SANTA CLARITA - Dress-up is in, and belly buttons are out.

As the holiday shopping season kicked off on Friday, area economists and fashion experts believe the apparel market will boom again after a decade of lackluster sales, with classier, sophisticated looks dominating the market.

The National Retail Federation began to see the increase in October, with a 7.4 percent increase in sales compared to last year. The Federation attributed the increase to early cool temperatures and more attractive fashions.

``Apparel is big this year for women,'' said Jack Kyser, chief economist for the Los Angeles County Economic Development Corp. ``They want more more dressy looks, more grown-up looks. Belly buttons are out.''

Fashion experts said the prediction is ringing true.

The low-rider jeans that accentuate hips, and the tiny T-shirts that expose the naval are slowly disappearing.

Look for materials such as velvet, tweed blazers, all sorts of denim washes, better fitted clothing, embellished T-shirts with sequin designs and accessories that glitter, according to Trends West, which publishes a trade magazine for retailers.

Local boutique owners said that while modesty is making a comeback, the looks are only beginning to trickle in.

``The jeans are getting a little higher (around the waist), but not as high as predicted,'' said Chris Holmes, manager of the year-old J. Serraino shop boutique at the Crossroads shopping center in Valencia. ``The classic Chanel jacket is back.''

Holmes also said accessories such a hoop earings, gem-studded broaches and shoulder wear, such as furry shrugs, are making a comeback.

``People want to dress up again and feel good,'' Holmes said.

At the Indigo Rose boutique at the Valencia Promenade, store owner Randi Tyrrell said her store still accentuates the fun clothing, including mini skirts.

But she, too, said embellished tops and funky, one-of-a-kind purses also are selling out. She's also is seeing more demand for ``blingy'' broaches.

``I do sell some clothing for those who want to look a little more sleek,'' Tyrrell said. ``Customers are choosing clothes that are tighter-fitting.''

Tyrrell said she is seeing an increase in sales as well.

``This year was much better for me than last year,'' she said. ``My sales have increased.''

Customers, too, have noticed the more conservative trend in clothing choices, especially among teens.

``I think it's getting a lot better,'' said Canyon Country resident Mike Motherspaw, a full-time substitute teacher, who was not fond of the clothing tastes for a while.

``How do you let your daughter go to school like that?'' he said, as he sat outside Kohl's department store to rest with his wife Shannon Motherspaw, and her brother Shane Roberts along with his wife Larissa.

Shannon Motherspaw said she's seeing a lot of tweed jackets on sales racks, a sure fire sign of conservatism. And there are a lot of skorts, too.

``I don't see those baggy jeans for guys anymore, too,'' Larissa Roberts said. ``Everything now seems more fitted. It's tight jeans.''

Susan Abram, [phone]

susan.abram(at)dailynews.com