Sarah Fother­ing­ham, Safo­masi

Apparel Online - - Fashion Business -

I see a lot of pat­tern play – aes­thet­ics are be­com­ing a lot bolder..., mix­ing dif­fer­ent prints to­gether is a huge trend.

Some­time back, geo­met­rics had taken over but now again, more of the bold pat­terns such as the an­i­mal print and il­lus­tra­tions have come back.

Any­thing with a nar­ra­tive or story is see­ing a great re­sponse – con­sumers to­day want a good story at­tached to the prod­uct and how you as a brand im­ple­ment it into your de­signs to con­vey it to the con­sumer is where the suc­cess lies. Coastal themes are in – a lot of trop­i­cal pat­terns such as palm trees and sea shells and trop­i­cal flow­ers are hot for next sea­son.

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