Pure London – S/S14 Trend Forecast

Today I reported at  Pure London, the UK’s leading fashion trade show.

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It’s a 3x day event twice a year, with over 1,000 brands exhibiting, each providing UK & international buyers the chance to discover collections ahead of S/S14. The event also includes catwalk shows and seminars by industry professionals explaining what the key trends will be next year….and I’m going to give you as much info as possible!

Lorna Hall (Head of Retail & Strategy for WGSN & ex executive editor of Drapers who I interviewed after her seminar) explained what the key macro trends will be for S/S14.

(Nb – I’ll post a link to the video on this page soon… – youtu.be/sdWnILtYot4 )

N.D.A (New Digital Aesthetic)
Think digital, playful prints.
Colours – vibrant, hot pinks, amethyst, cobalt
Key look – playful prints, minimalist lines, cartoon-like direction that disrupt the luxe looks.


Cocoon sweat with exaggerated ski shape and curved shoulders.
Polo shirt dresses are going to be a big trend.
Printed tees with checks and a boxy shape.
Pleated cuff trouser with a sporty look and side stripe is again going to be a big trend
Sequinned shorts will give a glamorous sporty shape
Solid & sheer stripes
Pixel Pops with digital prints such as checks, hounds tooth
Cartoon spots blown up prints and sheer polka dots offer a directional alternative
Disrupted Luxe with hints of leather is one we are all familiar with
Plastic accessories give a futuristic feel in bold colours

Sheer Layered dresses overlaid over simple shift mixes fabric & shape
Fit & Flare  this has been a popular shape & will continue next year
Curved Panel either sheer or with contrasting cut & colour such as Chanel inspired tweed, the panels will keep it looking luxe
Pixillated jacquard & tweed casual & sporty shapes keep the look contemporary
Twists & ruffles are figure flattering & feminine
Digital blur -digital prints with blurred soft focus & pixillated patterns will be a big trend
Holographic accessories that are simple with clean lines & shapes

Think Rio carnival, Amazon plant life.
Colours – Bright colours, greens, pinks in striking vibrant prints
Key look – overgrown embellishments, flower & foliage intense patterns.

Printed Skinny trousers either worn in head to toe prints or just stand alone
Fit & flare dress with floral tropical designs and a neutral belt
Ruched & twisted jersey dress
Racer front vest either loose, elegant or close fitting. Print is key
Sheer/Matt, sheer will be a big trend
Fruit print like Rio carnival with citrus colours and printed panels
Leaves & botanical prints with all in one jumpsuits and photo real prints make it more directional
Retro Tropicana vintage prints in sandy colours and contemporary prints
Accessories – colour and detail


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Dolman Sleeve is an easy laid back knit
Cardigan dress either capped or sleeveless works well for layering
Floor swept skirt seen on bloggers worldwide
Draped vest with loose draping and cowl neck gives 3d volume
Strata Stripes both chevrons and stripes in kaleidoscopic prints
Ombre colour introduction with soft pattern effects
Mixed Yarn bold oversized shapes & relaxed styling
Accessories are updated by vivid colour and pattern

Think raw & rugged aesthetics, sculptured tailoring and simplicity.

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Splicing & panelling is key with cocoon shapes, sliced sheath dresses & tapering
Sliced Sheath in two tone and colour blocking
Long line blazer gives a formal new take on the tux and boyfriend jacket
Boxey buttoned shirt would work well paired with skinny jeans
Tailored Blouson creating casual silhouettes
Asymmetric wrap skirt is an alternative to the pencil skirt and in leather gives an early seasonal appeal
Loose & Tapered trouser will be a big trend
Horizontal tapering & splits in tonal colours or contrasting colour blocking. The slits give a flattering look
Asymmetry with capped sleeves or irregular cuts
White on white we will see a big media push towards & will be a big trend
Contemporary volume with bold fluid shapes
Accessories – totes with manmade fabrics and raw materials such as woods and plastics

Think 1970’s style modernised with a North African influence and sophistication.

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Cocktail Jogger the new name for the harem trouser, silky with a subtle drop crotch.
Handkerchief kaftan top in tribal geometric prints
Maxi halter neck dress will be a big trend.
Billowey silks create a relaxed yet sophisticated look
Metallic Jacquards will be a key fabric next year and a big trend.
Richly embroidered garments create a hand made feel
Tiling & mosaic create angular shapes in more sophisticated designs with middle eastern patterns.
Evening pyjama stripes is an 80’s inspired evening look
70’s Moroccan glamour can be glammed up with big accessories in a high summer cruise line look or dressed down with sandals
Accessories – mixed metals, heavy weaves and an ethnic look

One comment

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