10 November 2012

SS13 Trend Focus: The Story of Now

This is an extension of the previous post, just because I had so much information and images that I didn't want to bombard you with it all at once!

The second key trend focus of SS13 is The Story of Now:

This trend is influenced by technology, architecture and all things ‘now’ like the name suggests. It’s about new realism and universal, functional and practical principles - almost like going back to basics, but making the old new - with the colour influences being duller and more industrial.

How did this translate to the SS13 catwalk?

Volume was a theme that was seen repeatedly through oversized tailoring; this involved bigger sleeve proportions, accentuated hips and huge shapes by designers such as Chanel and Jil Sander:

Miu Miu also showcased this through oversized coats that just seemed to be getting bigger and bigger as they went down the catwalk:

Simplicity was also a theme. Designers such as DKNY and Calvin Klein sported it through stripped back looks that were basic yet incredibly modern. Furthermore, sheer, metallic fabrics and draping were key details showcased by Lanvin and Missoni, relating to the architecture principle of the Story of Now.

The minimalistic theme of the 90’s could be seen through collections like Celine which was controlled yet feminine in the looks. There was an element of purity and practicality, which brings me onto the next key theme of sports luxe:

 DKNY had a cool laid-back vibe on their catwalk, with Tommy Hilfiger also having recognisable sports silhouettes and backpacks with trainers - highlighting next season it is fashionable to be functional.

In terms of colour palette, white was everywhere (Topshop Unique, Robert Cavalli and LaCoste) bringing a fresh and universal look to the catwalk. Pastels could also be seen in the form of spearmint, fondant pink, violet and baby-blue shades on catwalks such as Erdem, Calvin Klein and Mulberry:

They are definitely making a comeback from last S/S 12! Lemon was a huge hit, too, and definitely the shade to invest in for next season!

This trend is definitely more relaxed and controlled compared to Wonderlab. However, there’s no reason why you still can’t have fun with it. Play with volume, emphasise your femininity and get sporty in a luxurious fashion!

(Note: this post contains original artwork and copy by myself, with information and images from Vogue, WGSN and Pinterest.)

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