GIRLS
spring 2015
SEASONAL OVERVIEW
The biggest message of Spring 2015 is easy dressing. Within each classification, this lifestyle component is key! Simply California is the festival-bound girl: a mix of layers, vintage-inspired denim, graphic plays, short to maxilength dresses, kimonos and all-in-ones. Effortlessly Femininity is all about dainty tiers, flounces, flutter sleeves, ruffled edges and an array of florals and butterflies. A Global Bazaar of tropical, Mexicali and ethnic prints in addition to fringe, embroideries and crochet will inspire her cultural exploration. Our customer is current, fast and complex so you must stay on the cutting edge of trend. Always test and be able to make quick turns. Here is what to look for in the upcoming season.
THE ITEMS The All-In-One: Jumpsuits and rompers are positioned to become the most important items of the season. Dressy rompers are new. Two-Piece Sets: Printed and solid matched coordinates in skirts and soft bottom shorts and pants. The Shortall: Workwear with a feminine twist. The Dress: Short, maxi and high/low lengths are staples. Fashion casual, easy waist silhouettes are key. The Kimono: Short to duster lengths. Chiffon, crochet, lace and novelty knits. Separates and 2-fers. Flowy Tanks & Tops: Swing, boxy and circle shapes. It’s all about movement! Fashion Graphics: Athletic, feminine and global-inspired. Novel fabrications, trims and treatments in fun designs. The Peasant Top: Mostly woven and done in many variations. Embroidered, screened, prints and dye effects. The Soft Pant: Fluid, loose and lightweight, a dominant silhouette of the season. Gaucho pant incoming. The Soft Short/Skort: Print-driven in alternative fabrications. Envelope, tiered, smocked, dolphin, ruffled and soft pleating. The Maxi Skirt: Long and lean in full length and high/lows. Newest in woven. Denim: Short-shorts to Bermudas. Crops, joggers and pull-on waistbands look fresh.
110 E. Ninth Street, Suite A525, Los Angeles, CA 90079 • 213.627.5921 • Visit us online at www.directiveswest.com
Copyright © 2014 Henry Doneger Associates Inc., a member of The Doneger Group, 463 Seventh Ave., New York, N.Y. 10018 USA. All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy or recording, or by any information storage orretrieval system. 03
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SEASONAL TRENDS This West Coast festival girl thrives on music, fun in the sun and has a casual yet active lifestyle. She combines altheisure styling, Bohemian flair and touches of kitschy print stories to create her own personal style. She likes to mix it up and layer her look. Her energetic nature craves free-flowing shapes, bold prints, sunbaked to bright pops of color and novel trims like fringe, tassels and crochet. She’s fashionable and free-spirited.
Nothing says feminine like ladylike chiffons, delicate laces, translucent overlays and a touch of girly whimsy. This season, she turns up the sweetness factor but with a casual approach. Lighthearted dainty tiers, fluid flounces, soft layers, rolls of ruffles, sleeves that flutter and scalloped edges adorn everything from basic knits to dressier social attire. An innocence of simplicity reigns over her and pure beauty delicately touches her summer essentials. Romantic florals and conversational butterflies are standouts and evoke the essence of this very girly trend.
She embraces a global print odyssey that uncovers alluring cultural references of exotic destinations. Her shopping explorations reveal a paradise of tropical botanicals, native-inspired prints, geometric patterns, medallions, chevrons, colorful dye effects and tribal motifs in relaxed silhouettes. Lavish embroideries, mixed media print messages, fringe, pom-poms and crochet bring authenticity to all of her globalinspired fashion treasures.
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KEY ITEMS
KEY ITEMS
Signorelli
Tru Luv
The Classic
Kandy Kiss Soprano
FASHION GRAPHICS
Self Esteem
Athletic, feminine and globalinspired. Novel fabrications, trims and treatments in fun designs.
RANSOM
Ransom
Beautees The Classic 06
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Self Esteem
KEY ITEMS
Zunie
Lily Bleu Kandy Kiss
Zunie
PEASANT TOPS Mostly woven and done in many variations: embroidered, screened, prints and dye effects.
Side of Fries
Jessica Simpson
My Michelle
Weavers
MY MICHELLE
Weavers
Poof 07
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KEY ITEMS
Soprano Kandy Kiss
Zunie
Beautees
Jessica Simpson
Kandy Kiss Pink Rock
Kandy Kiss
Beautees
THE DRESS Short, maxi and high/low lengths are staples. Fashion casual, easy-waist silhouettes are key. 08
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DISORDERLY KIDS
HIS
KEY ITEMS
THE DRESS Beautees
Weavers
Weavers
Speechless
Disorderly Kids
My Michelle
Penelope Tree
PENELOPE TREE
Zunie
Zunie
Soprano 09
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KEY ITEMS
Pink Rock Freshman
Vanilla Star
Zunie
Kandy Kiss
Self Esteem
THE SOFT SHORT AND SKORT Print-driven in alternative fabrications. Envelope, tiered, smocked, dolphin, ruffled, soft pleating. Speechless
Jessica Simpson
Kandy Kiss FRESHMAN
Beautees 10
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Spoiled Angels
KEY ITEMS
Spoiled Angels
Speechless
THE MAXI SKIRT
Squeeze Speechless
Long and lean in full length and high/lows. Newest in wovens. A. Byer
Self Esteem
Beautees
BEAUTEES
Kandy Kiss
Kandy Kiss
Kandy Kiss 11
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KEY ITEMS
Vigoss Vanilla Star
Vanilla Star
DENIM
YMI
Short-shorts to Bermudas. Crops, Joggers and pullon waistbands look fresh.
Vanilla Star
Grace in L.A.
Celebrity Pink
Vigoss
VANILLA STAR
Celebrity Pink 12
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Celebrity Pink
KEY ITEMS
Zunie
Weavers
Beautees
H.I.S.
TWO-PIECE SETS Printed and solid matched coordinates and fashion in skirts and soft bottom shorts and pants.
Self Esteem
Soprano
Freshman
WEAVERS
Kandy Kiss
Freshman
Side of Fries 13
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KEY ITEMS
THE ALL-IN-ONE Jumpsuits and rompers are positioned to become the items of the season. Dressy rompers are new. Jessica Simpson
Zunie
Beautees
My Michelle
Weavers
My Michelle
My Michelle BLU GIRL
My Michelle
Side of Fries
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Beautees
KEY ITEMS
THE ALL-IN-ONE
Lily Bleu
Soprano
Zunie
Weavers
Beautees
Squeeze
Zunie
Dee Elle A. BYER
Beautees
Weavers 15
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KEY ITEMS
YMI
YMI
Vanilla Star
Squeeze
Squeeze
Squeeze
SHORTALLS
YMI
Workwear with a feminine twist.
VIGOSS
Jessica Simpson 16
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Energie
Celebrity Pink
KEY ITEMS
Zunie Kandy Kiss Beautees
THE KIMONO Short to duster length. Chiffon, crochet, lace and novelty knits. Separates and 2-fers.
Heart N’ Crush
Self Esteem
Heart N’ Crush
Self Esteem
Lily Bleu
ZUNIE
Weavers
Beautees 17
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KEY ITEMS
Heart N’ Crush
Side of Fries
Speechless Pink Rock
Zunie
Self Esteem
FLOWY TOPS Swing, boxy and circle shapes. It’s all about movement!
Self Esteem
SELF ESTEEM
Heart N’ Crush
Beautees 18
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Poof
KEY ITEMS
Kandy Kiss My Michelle
Soprano
THE SOFT PANT
Speechless
Fluid, loose and lightweight, a dominant silhouette of the season. Gaucho pant incoming.
Zunie
Kandy Kiss
Self Esteem
LILY BLEU
Zunie
Lily Bleu
A. Byer 19
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VENDOR INDEX
VENDOR INDEX
AMY BYER Kathleen Melendez 212.944.8989 kmelende@byer.com
KANDY KISS Jason Sewards 818.833.6360 jasons@kandykiss.com
SQUEEZE Sarah Sanchez 212.382.3310 sarah@sqz.com
BEAUTEES Jerry Neudorfer 212.704.4280 jerry.neudorfer@kwdz.com
LILY BLEU Michael Weiss 310.225.2522 mweiss@lilybleu.co,
TAKEOUT Deborah Lindstrom 212.997.7464 deborah@takeoutsweaters.com
CELEBRITY PINK Donna Lombardo 323.837.9800 donna@celebritypinkusa.com
MY MICHELLE Teri Belair 415.836.6767 teri.belair@kellwood.com
TRU LUV Shayna Masino 213.689.4950 info@shaynamasinosales.com
DEE ELLE GIRL (NEW) Diana Lui 323.235.0122 diana@dee-elle.com
PENELOPE TREE (NEW) Roy Ofek 213.629.0120 roy@asia-bay.net
THE CLASSIC Don Choi 213.489.1770 don@lovetheclassic.com
DISORDERLY KIDS Celeste Laneve 212.869.4489 claneve@disorderlykids.com
POOF! APPAREL Laura Pettinato 212.869.0700 lpettinato@poofapparel.com
VANILLA STAR Barbara Zazzi 212.827.0301 barbara@vanillastarjeans.com
ENERGIE GIRLS Dana Waskover 12.822.1300 dwaskover@jny.com
RANSOM GIRL Michelle Olson 323.581.3511 michelle@avalonapparel.com
VIGOSS Barbara Varnhagen 212.563.1233 bvarnhagen@vigoss-girl.com
FRESHMAN GIRL BY TAKEOUT Deborah Lindstrom 212.997.7464 deborah@takeoutsweaters.com
SELF ESTEEM/BELLE DU JOUR Vickie Cathcart 213.895.0450 vcathcart@selfesteemclothing.com
WEAVERS GIRL Lisa Cohen 212.391.6791 lchoen@ungerfab.com
GRACE IN L.A. (NEW) Beth Amoah 213.748.1598, ext. 102 beth@graceinla.com
SIGNORELLI Scott Weiser 213.362.0800, ext. 35 scott@signorellibrands.com
Y.M.I. Karyn Newman 323.581.7700 karyn@ymijeans.com
HEART N’ CRUSH/NYC ALLIANCE Lesley Finn 212.944.6100 lesley.finn@nycalliance.com
SOPRANO Vivienne Decker 212.575.6270 vivienne@sopranowear.com
ZUNIE/PINKY Lisa Ferrari 818.842.0200 lisaf@vesturegroupinc.com
H.I.S. INTL. (SELF ESTEEM/FOREVER ME) Norma Gil 212.967.3990 ngil@his-nyc.com
SPEECHLESS/XTRAORDINARY Marcy Olin 212.944.8022 molin@swatfame.com
JESSICA SIMPSON Suzanne Frangione 212.835.3500 sfrangione@jny.com
SPOILED ANGELS Jody Belyea 714.343.5119 jodyvi@aol.com
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KEY ITEMS
CONTACT US
Shelda Hartwell-Hale Vice President 213.362.0957 shelda@directiveswest.com
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Debbie Waggener Merchandise Manager 213.362.0969 debbie@directiveswest.com
110 E. Ninth Street, Suite A525, Los Angeles, CA 90079 • 213.627.5921 • Visit us online at www.directiveswest.com