Post-GFC minimalism and amid the digitisation of, well, everything, fashion delivers a season of folksy, expressive fabulousness. Clare Maclean feels the love.
During the Noughties we gorged on fashion. We maxed out our credit cards on It bags and worshipped at the altar of Sex And The City. Then, disaster: one Sunday in September 2008, the US economy went into meltdown. The Global Financial Crisis rolled into town and riding in its wake was Phoebe Philo of Céline offering us clean, simple, streamlined clothes. Minimalism. Sure, it wasn’t fun, but it was what we needed, coveted. It was something easy to process (and easy to copy). In the meantime, we curled up on the couch and busied ourselves with social media. We became experts at Twitter and Facebook, then Instagram, Pinterest, Vine. We didn’t venture into as many stores. Eventually we wanted to shop again, but online.
Now it’s 2014 and we’re exhausted, overstimulated by the amount of time we spend on our phones. Of course, no one’s laying down their smartphones althogether – we’re loving this e-commerce thing (we can buy anything, anywhere), and besides, these new channels of communication have taught us so much in six years. That all eyes are on China. That Africa is on the rise as a luxury market, and Middle Eastern countries such as Qatar are ones to watch. We live in a globalised world and we’re grateful for that. It’s just that we’d also like to get in touch with our senses again. Use our hands. Smell, touch, feel. Appreciate something unique. Feel empowered. Maybe even have a bit of fun while we’re at it.
Enter the Spring/Summer ’14 season. “I think we’re ready for a move away from digitally enhanced prints to something more handcrafted and folk-inspired,” says trend forecasting company WSGN’s head of catwalks, Sue Evans. “To that end, new, innovative fabrics and textures are moving familiar silhouettes in a new direction.” The trend forecaster cites painters Frida Kahlo and Georgia O’Keeffe as women who encapsulated fashion’s new sensibility. “They lived their lives in the desert and created their own personal style drawing on local crafts and traditions.” Also on her radar is the upcoming exhibition ‘ Folk Couture: Fashion and Folk Art’, at the American Folk Art Museum in New York. “All these things are in danger of being lost as everything becomes digitalised.”
Valentino Spring/ Summer ’14
Marni Spring/ Summer ’14
Givenchy Spring/ Summer ’14