Trend Analysis
Womenswear 1.Aloha! From Hawaii 2.Game On
Aloha! From Hawaii Ashish
Issa
Maarten van der Horst
Marios Schwab
Fun Anything goes Here for the memories Sun= happiness Vivid colours acceptable
Holly Fulton
Matthew Williamson
The HolidayMaker
Aloha! From Hawaii Temperley Mark Fast
Roksanda Ilincic
James Long
Caroline Charles Christopher Kane
Issa
Seen to be culturedwhether true or not Respectable Refined taste One off pieces Individual
Nicole Farhi Jaegar
The WellTravelled
Aloha! From Hawaii Ashish
Issa Louise Gray Mary Katrantzou
Jonathan Saunders
Bold Outgoing Attention seeking Extroverted tendencies Basso & Brooke
Fyodor Golan
The StatementMaker
Aloha! From Hawaii Erdem
Julien MacDonald
Peter Pilotto
Mulberry
Issa
Hanging onto holiday Making the most out of hot weather/ sun Bought summer clothes, but no sun Clements Ribeiro
Hot- WeatherDreamer
Sports Luxe
Richard Nicoll
Osman
FAD
Osman
Lead a fit/ healthy lifestyle- or want to appear that way Attention seeker
Daks Daks
The Gym Bunny
Sports Luxe Acne
Sass and Bide
FAD
Nicole Farhi
Acne
Sporting pride To show support Want to be relevant Part of something big Once in a life-time Sports spectator rather than player Sport/Olympic Fever
Sass and Bide
Game On Kinder Aggugini
Sports Luxe
FAD
Eudon Choi
Jena Theo
JW Anderson
Off duty Casual All about comfort Attitude- no bothered what others think “Weekend wear” Fuss-free
Masha Ma
Acne
The Lounger
Sports Luxe
Pringle Scotland
Eudon Choi
Masha Ma Jasper Conran
Julien MacDonald
Tailored Smart Angular= power, logic Minds are equal In control Empowering
Jean Pierre Braganza
Amanda Wakeley
The GenderEqual-er
Sports Luxe Inbar Spector
Jean Pierre Braganza Julien MacDonald
Acne
Eudon Choi
Practical Temperley Edgy- grunge twist Want to look effortless but still fashion conscious Smart casual
Masha Ma
Urban Utility Wearer
Sports Luxe A seven year build up to the Olympics. Seven years to gage reaction and popularity of Olympics. The trend has been seen in seasons in the lead up to S/S 12 but this season would be where the trend would peak. London- one of the Fashion capitals of the world. Olympics mainly hosted in London. Sports Lux seemed to fit the agenda- a twist on practical, and sometimes unflattering, sports clothing. Adapted to suit the needs of the fashion forward. The Olympics- relevant and on trend, so brands were quick to jump on board and create clothes/ adverts which had a sports/ Olympic theme within IOC regulations. Prediction: trend will fade after London 2012.
Terminology/ phrases associated: Taking sportswear into the world of glamour Sport without breaking a sweat Gym wear with a twist Let's get physical Track and Field Sports Day for fashion Fashion on a fitness kick Avoid bright colour, opt for monochrome for elegance Not a tracksuit in site Bring sport and fitness to the not so sporty and not so fit Sportswear has raised it's game Dressed up joggers Olympic Fever
The Details
Everyone is talking about the trend, from broadsheets, to monthly’s and filtering down to weekly publications. Each publication is either focusing on how you can get the look, or who is wearing it.
As an Olympic inspired trend, it is relevant and is very popular particuarly in Britain as the nation goes sport/ Olympic mad!
Coverage
Street Style How the trend has filtered onto the streets
Summer Work 2012 Catherine Wells N0376064