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For spring/summer 13 weve broken down our trends into some very easy and
accessible key messages
These should really help guide and informyour buying choices.
So well be looking at our top takeaways for Styling, colour, key items, print & pattern,
material and details.
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Lets begin with some overriding styling themes
These should put in context the overall seasonal trend directions and mood.
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Our pop art - post modern story has a strong 80s influence with this eclectic styling
direction for formalwear.
Classic suiting checks are contrasted with loud shirt prints or pop colour accessories.
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A retro-futuristic mood informs this minimal tailoring direction.
Here we see a focus on insert details, precise cutting and a bold use of solid colour
brights for collarless shirts and jackets.
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Sportswear is influenced by rock climbing and outdoor pursuits with rope tech details
and a slightly rugged appearance which will work well for surf, beach and festival
outfits.
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Here we look at sportswear again but with a cleaner, more sophisticated approach.
Tone on tone patching layered sheers and weathered fabrics bring a utility element to
pared down sports casuals.
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Weve seen menswear adopt colour with real confidence over the past few seasons
and we now look at building on this with new and more sophisticated colour
combinations.
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The mid-tone palette evolves the use of pastels which has been prevalent for this
current selling season.
Tones are greyed off with unexpected shots of clear aqua or yellow.
These tonal combinations are mixed through colour blocking or intertwined mlange
fabrics.
Sothink about offering mid-tones with grey basics or vice versa.
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Weve seen womenswear have an enormous amount of success combining sharp
brights and neons with classic neutrals and for S/S13 we expect this to have an impact
on menswear too.
Khakis and sandy neutrals are offset with intense yellows, azure, coral or citric shades
offering a great update for safari and high summer ranges.
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Moving on now to a bolder story as we see saturated brights working as solids for
mix-and-match tailored separates.
Think of Mexican and Cuban influences here and look to sell these in as stand-out
piecesor for more directional consumers, with printed shirting or as
bottomweights.
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Now lets look at the Key Items
Key items are evolving slowly as the consumer remains relatively cautious in his
spending.
Here we breathe new life into familiar pieces from the easy-sell the subtle move
onto more directional interpretations of the classics.
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The simple 1 or 2SB suit is kept slimand minimal in its fit but is offered in new
textural fabrics.
At the most directional end we have ombre pigment overdyes building on rough, dry
texturesthrough to noisy, grainy weaves
or more commercially in subtle slub linen blends in neutral colours.
We love the styling direction here as all these examples are paired with simple black or
white tees.
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The utility or safari jacket has been a Key Piece in S/S ranges over the past few years
and here we look at updating it in a softer shape.
Look at crumpled, soft handle fabrics with unstructured shoulder lines and belted
waists.
This piece can also be used to carry washed prints such as tropical florals or reworked
camouflage.
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The key short shape is wider than those weve been seeing over recent S/S seasons
and perhaps a little longer.
Again look for soft handle fabrics to complement the easy fit and relaxed style.
Look at offering this short as a separate or as part of a suiting range.
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Were expecting the printed shirt to stick around for a few more seasons yet as you
will see in our A/W13/14 directions,
And here are some great examples for updates to the high summer resort shirt.
Motif placements and random conversationals bring a new twist to classic 50s rever
collar, short-sleeved shirts.
For high summer florals look out for border placements and all-over scenic designs.
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And to finish our Key Items we have a piece with a very wide appeal.
The johnny collar knitted polo again this works into that 50s resort look and can be
offered in the mid-tone and mlange knits we talked about earlier.
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Building on the recent shift towards a more confident use of colour is an increase in the
importance of print and pattern.
From subtle pattern weaves and knits to outrageously printed separates you need to
consider how you will work print into your product offer next summer.
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Well dive straight in at the deep end with these printed shirts featuring graffiti or
geometric 80s patterning in bold colour combinations.
We love these shirts working as part of a suiting offer to really pep-up formalwear for
high summer or occasion wear particularly in conjunction with off-beat checks and
stripes.
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A more commercial direction for shirting here with these pigmented checks and stripes.
The earth tones and patterned weaves have a rustic, natural feel in lightweight linen
blends and represent a great opportunity for resortwear check and stripe updates or
as part of a high summer safari look or tribal story.
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These botanical florals bring a new drama and intensity to floral patterning for high
summer surf and beachwear.
The overblown proportions and dark grounds have a confident masculinity which will
also work well for festival styling.
Now lets move on to Materials
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Cautious consumers have a renewed interest in fabric as they really want to ensure
theyre getting value for money.
Lets take a look at some new directions which we expect to hit home for SS13
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Paper touch fabrics introduce a tech feel to suiting from very directional crumpled
and low sheen surfaces to more subtle dry, papery handles.
Look at these finishes working for high summer suiting and separates especially in
unstructured silhouettes.
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Here we have noisy knitted stripes inspired by the digital interference and white noise
from old analogue TVs which were part of our digital archeology trend The Story of
Now.
I think theyre a really great update for stripes and look most directional used for
sports pants and shorts as part of an outdoorsy, rock climbing look.
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Dont be put off by these sheer fabrics which can seem a little scary on first impression.
Think of them as a layering piece for summer shirting working as a colour filter for
sporty minimalism.
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And lets finish off our SS13 key messages by drilling down to the important details to
watch out for
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The sports looks continue to have relevance and here we see statement zips working as
part of an aeronautical take on sports styling.
Look for zipped utility pockets, asymmetric biker zips and, newest to the table, the
double zip front as seen on the right hand side image.
These zips are really about making a design statement for clean, minimal futuristic
styling.
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This one is a crowd pleaser as were seeing an increased use of toggle fastenings
which reference the ever-present nautical trend.
Look at more complex nautical knots everything from simple duffle toggles to draw-
tie waists and hoods.
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We really feel strongly about an increased use of panelled inserts.
Modernist placements are relevant for self-colour inserts, faux collars, sheer inserts,
fabric and colour blocks.
This is a detail with real opportunity to elevate basics across all market levels.
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FinallyWeve seen patch pockets and elbow patches selling well in stores this season
and this final detail is a very quick and easy win with indigo and denim patches for
jersey basics.
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Lets now move on to some product directions with a look ahead at our trends for
A/W13/14;
With Hack-tivate
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Century Romance
And Living Design
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Hack-tivate elevates the traditional ideas of DIY, deconstruction, customisation and
repair.
Unexpected styling and layering create a sense of eccentricity while inventive cutting
and colour-blocking give technical elements a considered look.
Quirky.. futuristic finishing lends luxury a cyber edge, while mending can add a
personalised feel.
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Hack-tivate translates as deconstructed formalwear but done in a very considered and
controlled way with a sense of futuristic minimalism.
Yokes and bibs are reworked, fabric blocking is precise and checks are reformatted with
a techno utility feel.
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Old technology provides inspiration with functional belt and buckle detailing and
micro patterning inspired by old school computers.
Unexpected colour blocks and linings add a playful element here.. along with things like
the polka dot which takes its cues from computer dot matrix inspiration.
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For casualwear we see military and utility influences come into play.
Here the finish is more rugged with a focus on weathered surface textures alongside a
continued importance in all-over patterning and artisan embellishments.
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Retro gaming graphics offer a great direction for both placements and all-overs designs
here
The importance of camo continues in new disrupted and distorted formations.
Distressed military styling provides a very commercial direction for Hack-tivate so think
about bombers, flight jackets and utility pants.
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Our next macro trend 21
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Century Romance takes the classically romantic themes,
which surround craftsmanship, luxury and the pursuit of beauty and updates with a
contemporary sharpness.
Humble draping and simple silhouettes feel clerical while intricate details, aged
treatments, and ornate baroque costumes add a theatrical sense of ceremonial
grandeur.
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A sense of occasion leads the formal direction with a regal opulence.
This is a great direction for shirting as we see the shirt collar take centre stage with
detachable collars or reworked stand collars working for starched and pressed dress
shirts
or dress shirt elements, such as the double cuff, updating tunics and basics.
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Pattern continues as a strong focus played out through photoreal all-overs and
placements or more commercially through luxury jacquards and decorative
geometrics.
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We see a continuation of this opulence into casualwear as the Old Masters inspire
faded and distressed patterning with etched, embroidery and tapestry effects and
influences.
Again watch this direction impact shirting as we see the printed shirt continue as a key
item.
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The silhouette is softer here.. with wrapped and draped constructions which have a
clerical or shamanic austerity.
Hooded tops and coats help create this shrouded feel.
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For our final macro trend, Living Design Interaction, communication and user
experience inspire a mix of human, animal and technological elements.
Hybrid design mirrors the new relevance of comfort and protection through quilted and
wrapped constructions.
Flowing organic lines and dipped coatings exhibit aerodynamic or seamless properties.
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Living design formalwear has a sleek, ergonomic feel with a luxurious tactility.
Faux furs provide a literal interpretation of the animalistic element of the trend while
pile, plush and softly brushed surfaces offer a more commercial interpretation.
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Tapered and folded shapes follow body contours with concealed plackets enhancing the
sleek lines.
Leathers are important here either as trims or in moulded formations for jackets.
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For casualwear we see a sportswear influence which blends functionality with
comfort.
This is a very modern look and builds on the recent success of pieces like the diamond
quilt jacket and the elasticated waist pant or jogger.
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Organic textiles continue the tactility from the formalwear direction with rugged
leathers and plush finishes.
Handles are soft and cosy in easy oversized silhouettes comprised of pieces like the
sweatshirt or round-shouldered jacket.
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