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

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
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 e
lement 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

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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