Fashionistas make year’s trend all their own
The personalisation of every stylish detail, from monogrammed jeans to design-your-own argyle jerseys, was the way to stand out from the crowd in 2015, writes Bethan Holt
SUGARY pink, ’70s and boho are some of the major trends we’ve seen on the catwalks and in shop windows this year, but look at the corner of a bag or the back of a denim jacket and you’ll spy 2015’s real hit.
Personalisation might not be as immediately striking as fringing or florals, but the subtle statement of initials or a bespoke colour combination is the hottest way to show your fashion nous. The concept of making anything — from a bracelet to a pair of heels or trophy knit — unique to the wearer has been adapted to every price point and taste, spawning countless pop-ups and limited editions.
The act of engraving, monogramming, stamping or embroidering a sign, letters or motifs has long been a strategy used by designers to strengthen our bond with their brand. British stationers Smythson were among the first to get in on the act, and have been creating personalised luxury leather diaries, notebooks and handbags since 1887. The option to add an element of individuality has always been integral to its brand, with choices of colours and fonts allowing a dash of personality to shine through every time a diary was opened or a letter written.
So, what’s triggered the current flurry of personalisation projects? Thanks to the quick turnaround of trends, anything that feels special or comes with a thoughtful touch is hugely appealing.
“We are bombarded with constant newness and retail promotions,” said Katie Smith, senior fashion and retail specialist for fashion analysts Edited. “Customisation puts control back in our hands. It’s a fantastic differentiator and a way to delight loyal customers.”
If you’ve ever had that sinking feeling after seeing three people wearing the top you’ve just bought, the option to personalise a purchase adds a reassuring sense of exclusivity.
Celebrities and fashion influencers are undoubtedly fuelling the phenomenon, piquing interest with public appearances and Instagram posts featuring their personalised favourites. At Burberry’s spring/summer 2016 show, every model received a rucksack inscribed with their initials. French designer Vanessa Seward has created jeans with names embroidered on the back pockets that have been worn by model Caroline de Maigret and streetstyle star Alexandra Golovanoff, while Olivia von Halle’s monogrammed silk pyjamas are beloved of fashion editors and bloggers alike.
At the premiere of Pitch Perfect 2, Rebel Wilson carried an Edie Parker bag with “#Pitch” scribbled on the front, and at the Billboard Music Awards, Taylor Swift toted one inscribed with “Bad Blood” — the name of her latest song.
Designers are also using customisation to reach younger shoppers who don’t necessarily have the cash to spend on a big purchase. Launched a year ago and developed with uberstylist Charlotte Stockdale, Anya Hindmarch’s enormous range of £50 (R1 135) stickers — comprising letters, road signs, emojis and more — have made her humorous take on luxury available to a new set of devotees, with sales already reaching £12-million.
“I have always been obsessed by personalisation, and stickers were my schoolgirl version of it,” said Hindmarch. “My idea is that you can sticker up your handbag, phone or notebook and make it into your own personal art work.”
While having your name written across the pocket of your T-shirt or embossed on the side of your handbag will remain a fun novelty, our shopping options are adapting so that we can be designers ourselves. Think of it as couture for the masses.
Pringle of Scotland has recently launched pringledeconstructed.com, which it calls the first bespoke online cashmere service. Each piece is still imbued with the classic Pringle aesthetic, with the option to create your own take on the famous argyle jerseys and demure twinsets. Massimo Nicosia, Pringle’s head of design, said that “it was important to show that a 200-year-old heritage brand can also embrace innovation and touchscreen technology for our digitally savvy consumers”. The nine-step process — which can even be carried out on your phone — allows shoppers to create a jersey in a colour combination they can’t find on the shelf.
Personalisation has even extended to the hallowed echelons of the designer bag, probably still the biggest single fashion investment a woman is likely to make. Fendi has created “Strap you”, which offers nine different straps that can be swapped around to give an individual and ever-changing character to a number of Fendi bags.
With the technology that allows for these personalisation projects to become more and more slick, expect your future wardrobe to be filled with pieces that represent your own de- sign and colour choices. But be warned, with great freedom comes great responsibility. Customisation demands time and consideration. After all, it’s much trickier to sell on eBay when it’s got your name emblazoned across the front. — © The
Anything that feels special or comes with a thoughtful touch is hugely appealing I have always been obsessed by personalisation. Stickers were my schoolgirl version