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Every design house, retailer and designer has a unique point of view on how to curate and sell their listed themes. What’s your unique take on the world? And more importantly, what are you going to buy ? Here are 10 trends to get you thinking.


1: Collaboration.  We’ve heard this word so many times before from retail leaders such as H&M and Uniglo, that have made luxury and designer brands more accessible. In the future, collaborating with cult, status brands that strengthen your own brand and add fashion credibility will introduce a new, younger and modern spender. An example is J Crew and  New Balance. This doesn’t mean eroding the brand value, J Crew has shown that their clothing is cool enough to be worn with other labels.

2. Is it for boys or girls?

I love the unisex looks walking down the catwalks and I do not think it’s going to stop. Skater, surfer and rocker themes have positioned key styles and fabrics for both men and women. It captures the spirt of the new, androgynous rebel and shows us how street influences can appear anywhere. The combination of hard and soft, mix of sporty with traditional pieces, or the structure of men’s tailoring into women’s fashion.

3. Different market, different message

It’s not ok to have the same selling proposal for different markets! Many Southern African countries have quickly realized they must spend more time engaging with the needs of emerging markets. People want to feel an association to a brand. Credibility will come from doing the right research for the country or market you want to enter. People are proud of where they come from and want to see their “own” represented in marketing campaigns. Cosmetic houses get this right by having a “face”for products representing the communities they speaking to.

4.  Look local

Cool bloggers, urban cults such as the Izikhothane and The Gentlemen Of Bacongo, also known as the Sapeurs from the Congo show fashion confidence. I know they’ve been around for a while, but they’ve again borrowed from the past and have styled their looks to represent an original take on fashion. Paul Smith has been fascinated by the Gentlemen Of Bacongo. In realizing these cool styles creativity comes up from the streets, mashing up trends to create something new.

5. The male renaissance continues

Words such as authentic, crafted and bespoke that were once marketing lines used to sell Sartorial, now has an association with almost all men’s products. Men are totally turned on by the origin and craft of their purchases. Many big brands are having conversations about the “Mechanics” of their products. Men’s fashion has had a huge facelift and the rewards at a retail level will continue to attract a younger male who is not afraid to express his love for fashion, grooming and style.

6. It’s a Mashup

Its my own  interesting way to wear clothing. A fantastic example of this was the Chanel collection for Winter ’15. Mr Lagerfeld cleverly sent a strong sporty message through the show, mixing trainers with re-styled Chanel pieces. It was refreshing and did not take away from the essence of the Chanel brand. Mashups are not going to disappear as they’re challenging the rules of how we wear clothing.

7. Season-less

Weather patterns were predicted to change ten years ago and we’ve watched Europe and the US have longer, colder winters. Seasonality has driven retailers and designers to consider the way they design. Ranges must now include a mix of different weights, offering the customer a choice of layering.

8. 3D Printing

In fashion speed is important. Technology has significant implications to customisation such as size and fit. Recently Pringle Of Scotland collaborated with scientist Richard Beckett to use laser sintering to produce flexible 3D-printed fabrics that move just like traditional fabric.

9. The death of denim

There is always talk of denim slowing down but denim has always managed to reinvent itself. It’s a staple to modern dressing and the contradiction of wearing rip-and-tear with a tuxedo jacket and high heels or denim with a bowtie and hoody, has made denim a staple that makes mashups easy.

10. Taste and Style

Will define the strength of a brand but it has to embrace trend. Looking around the streets of the world I notice more well-dressed people, clothing worn with respect and not for the sake of a fad. How garments are made and the experience of trying new outfits will help us discover the beauty of comfort and style.


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