Pure London Spring Summer 2014

I always look forward to attending Pure London twice a year and make sure I get there to start off my visit with the WGSN trend forecast / catwalk. The trend forecast is really insightful and there is nothing quite like seeing those looks come to life down the catwalk – and I always fall in love with the clothes!

This year was no exception with the three very wearable macro trends being – New Digital Aesthetic (N.D.A), Next Nature and Living Design.

N.D.A

Here the focus is on bright colours – orange peel, hot pink and cobalt blue contrasted with layered shades of denim, amethyst and soft grey while luminous pastels take the place of neutrals to add freshness to the look.

For casual wear sport is the main influence with relaxed shapes with bold prints and distorted pattern detail. High shine finishes update classic sports shapes like the sweatshirt while spots, stripes and graphic geometrics bring the printed tee and polo shirt dress forward into this season. Perforated textures, sheer stripes on knits and futuristic block colours will give classic items a new sports luxe feel.

Occasion wear has a fantastical feel and features powerful angular tailoring

in strong primary colours – gloss coatings and metallic finishes to body-con dresses and contrast panelling and splicing to the pencil skirt reinvent both these looks making them feel exciting and new. Key dress shapes here are the sheer layered dress (a simple shift) in a subdued colour palette, the fit and flare dress and the shift dress with updates in terms of curved and sheer panels in contrasting fancy tweeds. Twist and ruffles will make a massive impact on tops and dress and a digital blur print in soft focus will add a dreamy feel to items. In addition to this Aztec, florals, checks and cartoon style large polka dots are prints to look out for this season. 

Next Nature

Here the focus is on plant life and how nature inspires shape, texture and graphics – the main colour palette used in this trend is a base of kelp, sea-foam, beetroot and plum accented by bright pinks and berry reds – the colours have a very rich and fresh feel to them.

Casual wear uses exotic and bright floral and leaf prints in a ‘carefree beach styling’ way using casual shapes and new cropped proportions to pre-exisiting staples such as the silky bomber jacket, the printer skinny jean, the skater skirt and the sweatshirt.

Tailoring is very important to this look but with a new sexy urban feel – the draped back sheath dress and the slim tapered trouser scream classic elegance while maintaining that sleek contemporary edge. Key styles that tie in with this trend are the fit and flare dress in a slightly longer below the knee length, ruched and twisted jersey dresses and racer front tops in sheer fabrics and block colours. In terms of accessories embellishment to shoes and bags will add to this look and multi-coloured weave soles will be seen everywhere.

Formal wear is also inspired by beachwear with a touch of 70’s boho styling – cut outs and sheer panels are strong looks on the body-con jersey dress while swimwear inspired detailing gives a sexy feel to the outfit. 

Living Designs

The final trend uses earthy tones of terracotta and henna punctuated by sharp reds, yellows and blues.

Casual wear uses basics such as the poncho, open-knit top and cargo sweatpants but updates them using textile contrasts and functional elements such as pockets and draw strings. Weathered textures and matt-shine are used in contrast on basics to portray an outdoorsy but luxe casual look. Key items to look out for are the sliced sheath fitted dress, long line blazers, boxy button shirts, asymmetric wrap skirts and loose and tapered trousers. Footwear takes on a minimalistic feel with simple slip on styles and cut out leather panels.

Formal wear takes inspiration from 1970’s styling and North African decoration – fluid shapes and billowy silks on items such as the halterneck dress and maxi kaftan's are enhanced by traditional mosaic prints, metallic Jacquards and shimmering beads and sequins. Tailoring takes on a new pared back look with contrasting layers of loose and tapered items. Sculptural splicing brings a modern feel to knee-length fitted dresses and leather panels rework long-line blazers and pencil skirts. Here accessories take on a Moroccan feel with natural and crafted leathers in footwear and ethnic touches of print in jewellery.

I think possibly my favourite trend is the Living Designs – I love wearing earthy tones in the summer with flowing maxi dresses – there is something about the freedom in them and the flowing material that makes me feel like I’m on holiday!

What is your favourite trend? Do you visit any of the trade shows? We would love to hear what you think!