It is that time of the year again, folks. Clear out your diaries and say goodbye to all your Starbucks dates, beauty sleep and protest marches for the next foreseeable weeks, and don your glad rags instead - as February’s fashion frenzy has finally arrived in London town! Kicking off with Pure London 2011, this is best described as the lesser-known cousin of London Fashion Week – a trade show event with a younger generation spin. My only hope for this event was to gain an unprecedented access to this season’s key trends; and I can safely say that Pure London certainly delivered – and more. This year saw a thrilling reinvention of Pure London which promised to span across 3 days in 2 venues, showcasing 950 fashion exhibitions, 5 catwalks, 3 panel discussions, 2 marketing workshops…. and an abundant supply of free white wine. So far, so good.
Starting off with the main venue at the renowned Earls Court London, I was presented with a complimentary ‘Inspiring-Indies Breakfast’ – aptly named for a suitably trendy meal, if ever there was one. This got me thinking about a niche in the market for fashion-branded meals… (boho-brunch/denim-dinner anyone? ) But before I could conceive yet even more mindless thoughts, Olly Murs of eX-Factor fame interrupted my money-spinning moment with a live rendition and performance of his new single. This was definitely my cue to leave the room - so I headed off to the Pure Spirit Stage, which was scheduled for a ‘WGSN trend predictions’ presentation, by senior WGSN editor Francesca Muston.
WGSN is a leading online fashion trend-analysis magazine (or webzine), whose razor-sharp fashion trend predictions has lead to it being dubbed as the ‘21st century fashion bible’ in the industry. Hence I was so curious as to what they had to say regarding wardrobe necessities for the upcoming A/W ‘11 season – giving us a head start in securing key pieces before said piece becomes nauseatingly overexposed. I also liken trend-forecasting to the analogy of the calm before a storm; the calm being now, and the storm being that hysterical moment when you are elbowing a stranger in public to fight for that last must-have UGG boot in a shop, losing any last shreds of dignity in the process - if you had any in the first place, that is. So to avoid that particular storm (and to preserve dignity), take note of this precise summary of this seasons key macro trends:
1. Faux-Real
What it says on the tin - faux is the French word for fake, so this trend is an intriguing concept which plays on the contrast between the world of fakery and the world of reality. Francesca Muston of WGSN explains that this trend was inspired by eccentric music-stage personas such as Lady GaGa - but I can’t help but think that the recent success of the movie Inception (2010) whereby faux-reality played a prominent theme, also contributed to the emergence of this trend. Nevertheless, this faux-real trend can be translated to something as blatant as wearing faux-fur against real fur – or perhaps give it a more conceptual interpretation with conspicuously fake statement gold accessories. (Think A-Team?) In short, wear something fake that is real-looking or something real that is fake-looking – easily understood, right? The layers of complexities in the faux-real trend is sure to confuse the best of us; I’m actually starting to think that I’m losing a grip of reality myself… this definitely wins most pretentious trend award.
2. 360 degrees
I am not talking about your maths protractor – no, this trend is so much more than that. Yet another trend of contrasts, 360 degrees is about combining futuristic technologies with ancient traditions – hence taking a 360 degree perspective on things. This concept is also extended to the physical garment itself whereby a 360 degree view (front, side and back) is just as important as the garment itself. Another key feature of this trend is movement – how the garment flows when being worn. WGSN reports that the Parka Cape will see a resurgence under this macro trend as the movement of garment and its offbeat volume structure sits perfectly under the 360 degrees brief. Ideal for the upcoming music festival season, note that voluminous pieces should be clinched with a belt to retain femininity. Also, not too sure how well the Parka cape will fare in a moshing festival crowd, I’m sure we’ll find out soon…
3. Your Space
A rather narcissistic take on a fashion trend, WGSN presents to you ‘Your Space’ – this trend is all about YOU and The Self. This trend conveniently allows you to select outfits that best suits your lifestyle. WGSN recommends retail buyers at the seminar to buy a capsule collection that is tailored towards to their target customer base lifestyles – be it corporate big-wigs or stay-at-home mothers. Finally, a trend that moulds into you rather than you having to mould into those impossibly skinny jeans… almost sounds too good to be true? Well there really is no catch - the ‘Your Space’ trend is all about a clean, compartmentalised look that is functional for your everyday needs. The macro-trend of ‘Your Space’ includes a sub-branch of ‘Military Minimalism’ which sees the much familiar ‘Military’ trend stripped down to its bare essentials. Think utility zips, belts, overalls, aprons, patch pockets – the cast of Dad’s army pared down. Remember, a boxy silhouette is essential for this casual androgyny look.
4. Future Vagabond
The shower-dodging, hygienically-repellent amongst you are going to have an absolutely field day with this trend, believe me – according to WGSN ‘Future Vagabond’ is a key macro trend next season! A more politically-correct term would probably be along the lines of ‘The Homeless Look’ - so go for parachute jumpers, sleeping-bag coats, quilted outer-wear and patchwork capes - this is essentially a revamp of last season’s ‘heritage’ trend. Truth to be told, I am more excited about the sleeping-bag coat hybrid concept – the idea that you can have an unplanned sleepover without the need for a change of clothes is simply genius. However, die-hard fashionaistas need not embrace this ‘Future Vagabond’ trend to heart – there is probably a fine line between looking fashionable and looking malnourished in the gutter.
So there you have it, a concise WGSN trend report hot off the press at Pure London 2011, which should take you seamlessly into the next A/W ’11 season. Remember to spare a thought or even some change for the next homeless person you come across, as you might soon be asking them for fashion tips… how the mighty has fallen, and the weak has risen – who would have thought it?
