Emerging Fervour

After wondering around the hundreds of stands (we have some amazing designers to share with you by the way but for later.. too much to tell you first!!).

We watched the fantastic catwalks shows yesterday and some top tips from the show in terms of what to look out for in AW10. The key message coming through was that trends are evolving from the season before as opposed to big shifts. We are not ready to give up what we love from SS10 but what we are seeing is a tougher more masculine edge to the clothes.

Firstly it’s all about fashion being USEFUL… sounds like a sensible word  but its all to do with simplicity and practicality but expertly designed clothes. We are wanting wearable garments that fit our life. So how does this translate into our lifestyle?

For work its all about soft tailoring, bold and strong grounded colours but bought to life with almonds and mints. Jackets are all about pleating and wadding and watch out for the colour linings! The must haves for AW10 are tuxedos with and pencil skirts.

USEFUL also in terms of again looking for investment pieces and it’s about going back to the brands heritage (they will be going back to the archives). So expect classic elegant designs, vintage but with a modernist edge.

For accessories looking at simplistic shapes, tough leathers but watch out for the bags with lots of hidden compartments! Also the satchel sums up this season so make sure this is high up on your shopping list.

For casual we are looking for comfortable and time warn colours. Expect the masculine element to come through here too but with a bohemian feel. For the slightly older person there is a softer look with lots of lovely knitwear to keep you cosy.

Secondly AW10 is all about being INVENTIVE – think innovation and experimentation. We love it!

It’s all about mixing and matching pieces together.  You’ll see the masculine theme running through – tougher pieces but with balance. For example a soft washed leather biker jacket being mixed with softer with lace and ruffled tops.

For accessories expect a mix of delicate with industrial material – don’t be surprised to see keys and bike locks on your necklace. Fab!!  For footwear expect lots of re-inventions and offbeat colours.

For casual wear look for DIY inspiration – the hand made craft look which will bring together an ecletic look.

Third and lastly it is all about EMOTIVE – think rustic and protected with tonal darks and metallics – the grunge trends before are still here. Its all about urban, rural  and organic – there will be some amazing materials coming for this season such as breathable wool.

In the evening we are going back to vintage look – atmospheric and warm. I’ts all about discrete subtle luxury – mixing amazing fabrics. Look out for silks mixed with tapestry and destroyed and distressed fabrics.

The accessories will be highly decorative, air looms with the family jewels coming out (watch mothers! your jewellery collections are in danger).

For outdoors its all about big and warm, peasant styling with sturdy boots having loads of nice top lines.

Wow exciting stuff… and any insights for SS11.. think TIMELINES, SENSORY and FAIR AND SQUARE.. but more on that later xx