View Two issue 24 analysis the developing big ideas for the SS19 season, building on our forecast laid out in issue 23 to translate these concepts through commercial design capsules across denim, casual, active and performance wear. For SS19, we develop our concepts under the big idea of ‘belonging’. Nostalgia, self-reflection, inclusivity and community are all key themes here. Athleisure remains a growing focus. No longer simply a trend, now a category in its own right, the movement is influencing all areas of the industry: denim manufacturers continue to play with the idea of athleisure crossover collections, while our performance themes explore the idea of gym-to-swim and street-to-sea. As athleisure’s influence becomes greater, this season we have chosen to focus our athleisure chapter on identifying the key crossover statements that bridge casual, active and performance wear. We also look beyond fashion to explore the broader picture, and the emerging market areas attributed to the development of all-encompassing well-being lifestyles. Meanwhile, the continued shift towards transitional dressing is fuelling an incredible surge in fabric innovations that not only focus on enhancing personal comfort, but also claim to offer cosmetic benefits. The athleisure lifestyle revolution can also be largely held accountable for a surge in electro-textile development. Fabric manufacturers have developed fabrics that utilise conductive yarns, and which are able to provide personalised, app-controlled thermoregulation. The idea of wearables that go beyond electronics and our existing perceptions of wearable technology is defnitile a theme we will be talking more about in the future. See you there!
Big Ideas SS19
This season we explore the concept of ‘belonging’, examining the interconnecting themes that surround this idea through key cultural drivers, to build a series of colour palettes and harmonies that epitomise each statement and envelop the season.
For SS19, the boldly rigid heavy weights presented for AW18 take a back seat, the focus instead turning to surprisingly soft and supple high-stretch fabrics with the look of heavier authentic weights. Authenticity is a key characteristic for the season, with improved comfort and fit.
The overriding theme of belonging that envelops our Big Ideas manifests itself in casualwear through themes centred around community, self-reflection, nostalgia and youth subculture. The 90s and early 00s are key influential decades for the SS19 season.
Athleisure is no longer just a sportswear category. Fuelled by social media and the trend for aspirational wellbeing, the work-hard, play-hard, look-good ethos is spreading into beauty, travel, work and even sleep.
SS19 is a season of opposites within activewear trends. Themes explore palettes that are fresh, light and delicate, with messages of body positivity and inclusivity, while others showcase a harder, tougher edge focused on mental and physical strength and translated through darker, more intense tones.
The growing desire for clothing that blurs the lines between the various aspects of our lives continues to fuel collaborations that are bringing a streetwear edge to the performance wear market, with Opening Ceremony X Columbia, Adidas Originals X Pharrell Williams and Fila X Urban Outfitters providing plenty of inspiration this season.
Realism blends with creativity, luxury elevates practicality and negatives become positives as we look towards a season that responds to troubled times with wit, wellbeing and originality. From strange and unnerving times, a sense of clarity and comfort is emerging.