What’s Still Going to be Hot next Summer and What’s Not
Summer sales have officially started therefore signalling the beginning of the seasonal shift from Summer into Winter. But as we exit the summer trading period it’s always worth reflecting on what were the keys trends that have enough momentum to pull through to SS18 and what trends don’t.
The Hot List
1. Hawaiian Shirts
Often recognised as an embarrassing shirt your dad whips out on holiday, the Hawaiian shirt is slowly making a comeback thanks to street style influencers (and Harry Styles). The key to this shirt is to go bold and be loud as that is what they are intended for. Lightweight woven viscose fabrics are where the trend is moving in this silhouette with print direction drawing inspiration from exotic foliage and beach scenes. The 18-30 year old market is the target for the Hawaiian shirt with festival periods and high summer holiday shops being the perfect place to display a confident range of prints in this short sleeve, loose fit shirt.
2. Technical Attributes
With the success of athleisure, designers have turned their eyes to technical sporting attributes as a way to update classic silhouettes. The SS18 runways shows were full of nylon, light reflective tape, waterproof binding and more indicating this technical movement could be as big and long-lasting as the utility movement. The main silhouettes being given a technical update are lightweight outerwear such as anoraks, windbreakers and bomber jackets.
3. Noughties Lilac
Lilac is a colour we continue to see building momentum, particularly within the youth space, which has been leveraged through the up-take of pink in the market. Using colours that have previously been stereotyped as feminine in the menswear market is a perspective that is beginning to fade away. Once paired with denim, it makes any colour understandable to the customer. These pastel lilacs will bring a fresh pop colour to core and seasonal volume lines allowing for strong marketing statements to be made in store and in brand campaigns.
Coming off the Boil
1. Biker Styling
Motocross and biker styling has been an easy, reliable update in menswear apparel for a handful of seasons. It is a detail which flows from season to season seamlessly and offers perceived value to a garment. However, the time has come for zip trims and quilt stitching to take a step back and make way for more relevant updates such as the technical attributes mentioned above. Unless being used for practical purposes, we do not foresee zip trims being a volume statement for SS18.
2. Camo Prints
Camo has been a long standing print trend in menswear, being fleshed out across commodities in colours, scales and intensities; it has been oversaturated in the market with SS17 being its swan-song. The trend is shifting from camo back into other traditionally core print such as checks and stripes but with an updated twist.