No.45

Pure London::

Brands & trends

* Exploring SS 20 women’s footwear and accessories trends from sellers @ Pure London.

 

I. Ashiana London

www.ashiana-accessories.com

@ashianalondon

Brand origin: UK

Ashiana London produces handmade gold plated jewellery and accessories that celebrate the power of design and colour. Each piece has its own unique story, whether fun or classic, colour remains a focal point of the contemporary label. The experimental brand creates colourful sets and essential pieces, utilising semi-precious stones to communicate the power of nature- collectively explaining how Ashiana London reaches out to its target demographic of fashion conscious, bohemian travellers.

*Trends::

01. The Power of the Pendant::

E X P L A N A T I O N –

Focus on decorative pendants and charms, tap into the growing demand for handcrafted, artisan pieces that are imbued with meaning. Trend direction favours gold pieces; antique gold id powerful for vintage-inspired pendants. The power of the pendant addresses single-charm necklaces and those with numerous pendants, with a continuing desire for coin pieces, natural gemstones, lucky charms and spiritual symbols. Update pendants through experimenting with scale, offering alternative chain lengths and developing successful styles to include additional colour-ways. As cultural references come to the forefront ensure to provide context and meaning behind each piece. Look to different cultural traditions to gage inspiration from a wider range of sources; consider the power of religious and spiritual symbols, as the contemporary eclectic consumers continues their search for modern spirituality.

S T A T E M E N T   P I E C E S –

• Gold – antique and gold becomes a key direction for SS 20 for its cultural heritage and authenticity, look to antique gold for its naturally varnished and aged aesthetic. Tarnished gold taps into a historical conversation; creates a retro aesthetic when paired with coin, charms and battered pendants. Consider the power of battered gold for setting semi-precious and precious gemstones, addressing the growing desire for handcrafted jewellery.
• Staple coin – coin pendants have prevailed the last few seasons, look to update trend through experimenting with scale, texture and meaning. Explore with upscaling coin design, and develop coin pieces to create a charm necklace. Numerous coins, moonstones and gem incorporation. Reference nature and natural materials for amplified textures, and horizon scan for cultural signifiers as consumers increasingly search for carefully crafted pieces ingrained with value and meaning.
• Layering – as statement pendants continue to surge in popularity, layering to create impact will prevail SS 20. A variety of small, medium and large pendants can be paired together on different chain lengths to create a statement neck piece. Prepare for the choker to resurface, collared necklaces will re-appear in antique gold and with stone and, or pendant features.

 

02. Statement Bangle::

E X P L A N A T I O N –

For Spring/ Summer 2020 the everyday bangle will undergo sculptural updates and decorative details. Statement bracelets make as strong comeback, exploring unconventional geometrics and elevating the classic bangle with oversized proportions and textural surfaces. As layering continues to drive newness, expect a pairing of numerous bangles to create a dramatic look. Source inspiration from natural stone, coins and battered materials when considering bangle design. Look to new, stimulating and inventive shapes and proportions. Maximalist design is surging in popularity, consider the power of the simplistic yet striking bangle. As consumers increasingly desire carefully-crafted pieces and creative design, consider space for matching sets and harmonious pieces ready for mix-and-match styles.

S T A T E M E N T   P I E C E S –

• Chunky bangle – play with proportion/ scale to drive newness into the SS 20 bangle trend. Chunky bangles are the perfect statement. Tap into potential for colour and detailing modifications through embracing textures and woven materials.
• Abstract form – consider unconventional shapes and materials to create contemporary, stand-out bangles. Look to 3D printing, laser cutting and natural materials to create truly sustainable pieces.
• Decorative details – look to textured materials and stimulating surfaces to create inventive, statement bangles. Consider engraving metal and incorporating materials to bring diversity to existing bangles.

 

 

II. LaviandBelle London

www.laviandbelle.com

@laviandbelle

Brand origin: UK

Founded in 2009, Laviandbelle is a fun, affordable jewellery brand for women, teens and children. Designed in the UK, the goal of Laviandbelle is to create handmade, affordable jewellery. The contemporary brand was created in response to the disposable mass-market jewellery on the high street. The idea imbued within the jewellery label is to relentlessly create simple designs that are elegant and easy to wear.

01. Elevate Staple Hoops::

E X P L A N A T I O N –

The hoop earring has prevailed fashion for centuries; they remain a staple within modern jewellery collections. Over the past seasons’ we have seen the upsurge of the small, chunky gold hoop. This season look to creative experimentation, utilising the hoop as the basis to explore with scale and embellishment. Larger hoop earrings are the perfect space to display over-the-top pearls, multicoloured stones, tassels, pendants and natural materials such as shells. This season scale will dictate occasion – smaller hoops will be deployed to drive newness for daytime and casual looks; larger hoops for evening-wear. Look to natural stones and materials to draw upon cultural influences and nature to produce inventive and creative pieces that are meaningful.

S T A T E M E N T   P I E C E S –

• Small hoop – the small hoop is set to remain popular throughout the SS 20 season, as body modification increases in popularity individuals are expressing themselves through numerous piercings. Consider the layering trend presenting itself in the jewellery markets, with a vast number of young women wearing multiple small hoops up their ear. Look to increasing popularity of the small, gold hoop in chunky and slim editions but for a maximalist, creative approach consider utilising synthetic materials: acetate, plastic and speckled polymer are all set to trend.
• The Charm Hoop – as the hoop continues to transcend seasonal collections, look to the power of the charm in bringing additional flair to the conventional hoop structure. For more playful takes, consider graphic and vibrant charm attachments. Whilst for a luxe, premium feel look to precious gemstones, crystals and diamontes.
• Flat Hoop – consider the power of the flat, polished metal hoop and semicircular hoops in creating bold and contemporary looks. Reworking bold 1980s jewellery.
• Warped Hoop – Look to warped shaped hoops to drive newness. Creativity can transgress into hoop creation through abstract silhouettes- bold geometrics allow for minimal but statement hoops.
• Large & decorative hoop – Utilise the large-scale structure of the hoop to experiment with decorative techniques. Adopt a playful approach using vibrant, high- spirited colours through stones, tassels, pendants and textile materials to bring an unconditionally summery-vibe to the SS 20 decorative hoop. Embrace metal alternatives such as plastic and wood to update the classic hoop. Consider the drive for craft and artisan techniques; playful and escapist moods – push the boundaries in all senses.

 

02. Maximalist Earrings::

E X P L A N A T I O N –

In SS 20 maximalism comes to the forefront, expect to see developments to statement earrings. Excessive proportions and decorative embellishment will emerge in earring design. Crafted design and sculptural silhouettes will embrace the power of contrasting colour combinations, and natural gemstones. Look to experiment with mismatch sets and update traditional floral designs, seeking inspiration from floral and tropical themes. Gold remains a directional colour for the season, and textured detail is dominating earring design- look to hammered and battered metals for dimension. Experiment with abstract and unconventional shapes to drive newness, updating classic staples to meet modern consumer desires.

S T A T E M E N T   P I E C E S –

• Everyday object earrings -for SS 20 look to the runway to see a growing trend of “thing” earrings. Object earrings such as paperclips, pins will appear as a key fashion statement for the season. Look to silver and gold metals; consider layering pieces on top of each other.
• Supersize hoop – The oversized, chunky hoop is set to surge in popularity this season. Gold remains the metal direction for SS 20, consider high-quality plating for middle-market alternatives. Update classic hoop structure by experimenting with proportion and scale. Look to key catwalk shows for direction.
• Coloured gemstones – Vibrant, positive and uplifting colours are set to dominate the runway this season- across all categories. Look to the power of the colourful gemstone in re-forming the hoop. Experiment with harmonious colour combinations, such as utilising tonal colours to create a bold and powerful aesthetic. Ensure to use colour for its powerful connotations and to explore narrative.
• Return of the pearl – the effortlessly elegant pearl is set to return this summer, look to updating classic hoop styles with an elegant pearl-charm. There is potential to explore with pearlescent materials and create a truly eclectic aesthetic – probe into designing charms made from pearl-inspired material. Consider the pearl imperative for contemporary, minimalistic and sophisticated looks. Focus on gold metal for this trend and refer back to hoop silhouette when necessary.
• Single earring – as mix-and-match approaches to fashion continue, and individuals increasingly turn to fashion as a form of self-expression. Delve into the growing desire for single earring as a perfect way to bring balance to asymmetrical outfits. Explore with the power of odd earrings to create an unconventional aesthetic, allow individuals to navigate their own path and completely form their own style. Earrings are set to become an extremely playful way to construct, and re-construct identity – reflecting ever-changing mood.