No.46

Pure London::

Brands & trends

* Exploring SS 20 women’s sustainable trends from sellers @ Pure London.

 

I. Esfera

www.esfera.co.uk

@esfera_uk

Brand origin: UK

Esfera is a regenerative clothing brand targeting the eco-conscious, fashion-forward woman. The innovative, in-touch brand aspires to showcase that clothing can be chic and contemporary whilst being truly sustainable.

*Trends::

01. Graphic Prints::

E X P L A N A T I O N –

As individuals continue to demand craft and artisan techniques, artistic pieces are set to come to the fore; particularly in second-hand markets where print offers an uplifting way to update pieces. Statement, expressive prints are an important direction for SS 20, tapping into the arty aesthetic through print and colour. Look to emotional design as a way to curate abstract, statement pieces that are visually stimulating and playful-escapism continues.

 

02. Abstract/ Illustration::

E X P L A N A T I O N –

Emerging in recent years, abstract illustrations remain a core direction for updated womenswear looks. Falling beneath the arts and crafts movement identified, these minimalistic line drawings add the perfect creative touch to garments. Look to old denim for upcycling; abstract illustrations provide the scope to add a fresh, youthful aesthetic to products. Consider streetwear and youth demographics for key updates, and focus on monochrome [black or white] line drawings to ensure attention is not diverted away from creative illustration. Experimental design direction can look to layering illustrations, play with scale and utilise mix-and-match panels to create dimension and enhance creative approaches.

 

03. Embroidered Futures::

E X P L A N A T I O N –

Individuals are increasingly searching for new meaning in a context characterised by uncertainty, pushing brands for customised, personalised and value-driven design. Embroidery is reforming design techniques, bringing back a raw, artistic and indisputably creative ambience. As individuals, notably Gen-Z are turning to repair and revivalism- embroidery is being utilised to overhaul old pieces. Brands should work to be simplicity, line or abstract drawings are ideal to re-create on garments. Consider updating embroidered drawings with lace panels and mix-and-match patchwork to bring vision to life, fusing art and fashion in a context more tangible than before. Look to garments as a blank canvas to bring vision to life.

 

04. Patching Together Our Futures::

E X P L A N A T I O N –

As consumers are continuously encouraged to repair their old garments instead of replacing them, they are yearning for crafted pieces. Patchwork is emerging as a somewhat “ugly” yet encapsulating trend, that directly addresses fashion’s waste problem. Originally emerging as a way to utilise scraps and extend the working of clothing- it makes sense why a modernised take on patchwork is emerging amidst the current climate crisis. Look to patchwork as a direction achievable by all, whether minimalist or maximalist explore patchwork to test colour blocking, clashing prints and juxtaposing textures. Look to upscaling patchwork, contrasting panels are in; trendy editions prove the perfect way to sustain high-fashion requirements and contemporary eco-anxiety.

 

05. Contemporary Revivalism::

E X P L A N A T I O N –

As individuals become designers in their own right, young creatives are re-modifying their wardrobes. In the name of sustainable fashion, individuals are cutting old garments and reconstructing them. Revivalism is set to drive street fashion in SS 20, where individuality and self-expression are encouraged during uncertain and strange times. Look to boundary defying updates where gender stereotypes are deconstructed; modifications source inspiration from industrial updates.