Why Your Best Marketing Insights Probably Won’t Come From Fashion
The founders I’ve worked with who have the most distinctive brands are almost always watching a wider room than their competitors. Not just fashion. Here’s what they’re watching, what it’s telling them, and how to build the habit yourself.
In my last post, I wrote about the scent layering trend. Why it’s everywhere right now, how to try it yourself, and what I discovered when I experimented with it.
But there was a bigger point underneath all of that, and it felt like it deserved its own space.
Because here’s the thing about trend watching: most fashion founders do it in the most obvious direction. They watch other fashion brands. They follow the runways, check what competitors are doing, keep an eye on what’s performing on the big brand accounts.
Which makes total sense! But it’s also, if it’s the only thing you’re doing, a bit of a trap.
When everyone in your industry is watching the same sources, you all pick up the same signals. You’re all reacting to the same things at the same time. Your content ends up looking and sounding like everyone else’s, even if you’re trying really hard to stand out.
The founders I’ve worked with who have distinctive brands and marketing that feels special in the best way? They’re almost always watching a wider room.
What “wider trend watching” actually means
It’s not about following trends in unrelated categories for the sake of it. It’s about watching the things your customer cares about outside of getting dressed, because that’s where you find the real signals about what they're thinking and feeling right now.
Your customer doesn’t live in a fashion bubble. They have a life. They're making choices every day across food, interiors, beauty, travel, how they spend their evenings, what they're reading, what they're tired of. Their relationship with your brand lives inside that bigger picture, not separate from it.
The scent layering trend is a perfect example. On the surface it’s a beauty trend. Underneath it, it’s a much bigger signal: they're done with being handed something pre-packaged and told it’s for them.
They're curating. They want to build the something themselves, in a way that’s specifically theirs.
Does that tell you something about how your clothing brand could be positioned? About what your customer actually wants to feel when they shop? About the language you could use that would make them feel genuinely seen?
I think it does. 👇
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Where the useful signals are coming from right now
Here’s what I’ve been noticing across a few different categories, and what I think it’s saying about the fashion customer in 2026:
➡️ Beauty: the curation shift
It’s not just scent layering. Across skincare and makeup, the trend is away from “follow this routine” and toward “build your own.” Personalised regimes, ingredient layering, doing your own research and editing advice to fit your actual skin. The message: I don’t want to be told what works. I want to understand it well enough to decide for myself.
What this says for fashion: the “capsule wardrobe” and “invest in fewer, better pieces” conversation isn’t going away.
Your customer wants to feel like they're building something considered, not just buying whatever’s available. Content and marketing that supports that instinct (rather than just pushing product) is going to land.
➡️ Food and hospitality: the slow and intentional swing
The ‘special occasion restaurant’ is having a huge moment. People are choosing fewer, more considered dining experiences over constant casual eating out. Tasting menus. Seasonal ingredients. Knowing where things come from.
The story behind the meal matters as much as the meal itself.
What this says for fashion: provenance, craft, and the story behind your product aren’t just nice-to-haves for fashion brands.
They’re increasingly what creates emotional value for the customer. If you know interesting things about how your pieces are made, who made them, where the fabric came from...that’s connection. That’s the thing that separates you from a brand that just posts product shots.
➡️ Interiors: the ‘quiet luxury’ shift
Maximalism has had its moment. What’s resonating now in interiors is considered, quality-led, slightly understated. Things that are built to last and chosen carefully rather than bought quickly. The room that looks effortless because every single thing in it actually earns its place.
What this says for fashion: if your customer is applying this lens to their home, they're probably applying it to their wardrobe too. Or wanting to.
Helping them do that, positioning your pieces as the ones that earn their place rather than just trend-cycle through, is a real opportunity. Especially if your price point sits above fast fashion. The ‘worth it’ conversation is one you should be having.
➡️ Wellness: the rejection of ‘optimise everything’
The relentless self-improvement energy that dominated wellness for the last decade is losing its grip. What’s coming through instead is something quieter: rest as a legitimate choice, rituals over routines, the idea that not everything needs to be tracked and measured and improved. Enjoyment as its own valid reason.
What this says for fashion: the ‘wear it because it makes you feel good’ argument has never been stronger.
Your customer is actively looking for permission to choose things they love over things that are practical or sensible or on sale. Give them that. Make them feel like buying something beautiful and well-made for no reason other than they wanted it is a completely reasonable thing to do.
The point isn’t to shoehorn all of these into your content at once. It’s to start noticing them. To build the habit of asking: what does this say about how my customer is thinking right now? And is there a thread from this back to what I do?
How to use this (practically)
Here’s the bit that matters most, because noticing trends is only useful if you do something with it.
1️⃣ Find the thread, not the topic
You don’t need to write a blog post about interiors or make a Reel about scent layering (unless you want to 😄).
The point is to find the thread connecting what’s happening in that category to what your brand is about, and pull on that.
So if the quiet luxury shift in interiors is saying “people want things that are worth it and built to last,” the thread for a premium womenswear brand might be: “the piece you’ll still be reaching for in five years.” That’s a content angle. That’s a caption. That’s a way of talking about your product that lands right now because it’s speaking to something your audience are already thinking.
2️⃣ Watch your actual customer, not just your ideal customer
This is the bit people skip. Before you go trend-spotting in the wild, spend ten minutes looking at what the real people who already buy from you are actually saving, sharing, and posting about.
Not the customer avatar you wrote in a brand strategy doc.
The actual humans who have actually bought your clothes.
What else are they into? What energy are they trying to create in their lives? What’s showing up on their feeds?
That’s your fastest route to the thread. Because you’re not guessing what the scent layering trend means for your specific customer. You’re seeing it directly.
3️⃣ Make it yours before you make it content
The brands that do this well don’t just reference a trend. They put their point of view on it. They tell you what they think about it, what it means for the way they design, what they agree with and what they’d push back on.
That’s the bit that makes content feel fresh and worth watching, rather than “oh, another brand jumping on this.” Your perspective is the differentiator. The trend is just the door.
4️⃣ Aim for the recognition moment
The best marketing content makes your customer feel seen. Not just targeted. Truly seen.
And the fastest way to create that is to show you understand the world they're living in, not just the outfit they're considering. When a brand references the same cultural energy your customer's are experiencing everywhere else in their life and connects it back to their clothes, that’s the moment they think:
“This brand really gets it.”
That’s not a small thing. That’s the thing that converts browsers into buyers and buyers into people who tell their friends.
Where to start
You don’t need a complicated system for this. Honestly, the simplest version is just:
Pay attention to what's happening outside fashion that’s stopping you in your tracks. A restaurant you loved that felt different. A beauty product everyone’s suddenly talking about. An interior trend you keep seeing. A conversation about how people want to spend their time.
And then ask one question: what is this actually about? Not what category it’s in. What human instinct is it tapping into? What does it say about what people want to feel right now?
Write that down somewhere. A notes app, a doc, a corner of your content planning spreadsheet. Over time you’ll start to see patterns. And those patterns will start showing up in your marketing in a way that feels fresh and specific and genuinely connected to where your customer is.
Rather than reactive, or generic, or like you’re following what everyone else is doing.
It sounds almost too simple. But it’s one of those habits that quietly changes the quality of everything you put out. ✨
Your customer doesn’t just want clothes that fit. They want a brand that fits their world. Wider trend watching is how you understand that world well enough to build something your ideal customer keeps choosing.
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Polished Western; Women's Fashion Trend
This Womenswear trend is inspired by the Wild West, but levelled up to a high end finish….
I love looking through fashion trend reports and observing cultural trends to create fashion looks for each season. This look is for Women’s fashion - both commercial and high end - and it’s for Autumn (Fall!)/ Winter.
I've called this trend 'Polished Western', because it takes inspiration from Western classics but without the grungy aspect that you might expect - no torn edges or fringing here! Instead, light layers with lots of volume are mixed with shrunken, short jackets in leathers and dark denims. Prairie style dresses with layers, gathers and shirring details are also key.
I called this 'Polished' Western because it uses clean lines, refined finishes and premium fabrics. The denim style is key, it doesn't have abrasions like you might expect, but instead is free from any wash effects or sandblasting, giving it an elevated look.
I think this could work for all markets and can be adapted to suit different budgets and retail price points. I'd love to see this with high end tencels and ethical leather personally, but I think there are ways to make this look more commercial and main stream too.
I hope you like this trend as much as I do and feel inspired to create your collection! If you're looking for trend information, or design ideas but don't know where to start, I'd love to work with you on this and have limited spaces for working with clients 1-on-1. You can see the full range of services I provide here, or you can get in touch for more info, here.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
Country Set; Women's Fashion Trend
This Womenswear trend is inspired by the English countryside….
'Country Set' is very much an English term (I think!) and refers to a group of people who live in the countryside and have a certain style about them. Think Hunter Wellingtons (gum boots!), Kate Middleton in her Norfolk home, Country estates and super-cute spaniels. In terms of fashion, for this Autumn/Winter we're seeing this look moving into the city too.
A key item for this trend is a parka or anorak, usually in a green shade and worn with a patterned jumper or shirt dress. Equestrian styling is also used, particularly in the trousers (slim fit and high waisted with piped pockets) and also prints; there's lots of Gucci style chain prints around for this season.
The bomber jacket is back with an update; heavy quilting and embroidered logos feature on new season styles. There's even the addition of a hood in some cases too.
In terms of prints, checks feature here alongside the chain references and also a lot of scarf prints, where multiple styles are used within one design. For the scarf prints, keep the colour palette the same and play with motifs and scale, to avoid too much overload.
I really hope you like this trend! I live in the countryside and see this look all the time (and yes, I do have a spaniel!), so it's exciting to see it coming into the mainstream. What do you think of this look?
I hope you like this trend as much as I do and feel inspired to create your collection! If you're looking for trend information, or design ideas but don't know where to start, I'd love to work with you on this and have limited spaces for working with clients 1-on-1. You can see the full range of services I provide here, or you can get in touch for more info, here.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
SS19 Women's Trend Board; Nu Botanicals
This moodboard is a little different to the others I’ve shared so far, it’s more abstract and closer to those used by high end designers.
This trend board is a little bit different than some of the previous ones I’ve shared, as it's more artistic in style and very much open to interpretation. I know a lot of you reading are new to the industry and may not know that this type of board is often what high end designers use - they start their creative direction by looking at something completely unrelated to fashion. It helps them to push themselves to be more creative and avoid referencing other designers. By working this way, a brand can create their own signature look, rather than being influenced by everyone else.
Personally, I love this way of working and it's definitely how I prefer to work, but most commercial brands reference other designers and create moodboards similar to the ones I've shown previously. If you're interested in learning more about how brands work, there's a whole module on design in my Fashion Startup Online Course. You can read more about that by clicking here.
This trend is about botanics and mixes microscopic cell references with vintage style botanical illustrations. I love this mix and find it so inspiring - it gives so many options for design and I love the idea of mixing different fabrics and textures. For example, super light chiffons, glossy silk satins mixed with heavy beading and sequin details. Pleats, ruffles and folds too.
Because of all the detail, I think this would suit high end Women's clothing best. I think to do this well you need to have some luxury in the fabrics and finish.
I'd love to know what you guys think of this trend and how you would use it. I'm excited to share my take on it with you soon as well.
As always, I'm keen to hear your ideas for trends or products that you'd like to see ideas for in the future.
Working Further Ahead?
Many brands I'm working with are already developing their collections for SS2020 and AW 20/21. If you've already finished 2019 and want more insight on future trends, or want to know how to interpret trends for your own brand and customer, I'd love to work with you on this. I have limited spaces for working with clients 1-on-1. You can see the full range of services I provide here, or you can get in touch for more info, here.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
Ocean Depths SS19 Trend Board
This is the last swimwear look I’m sharing for SS19. It takes inspiration from activewear and surfing, so think mesh, chunky zips and elastics….
This is the last SS19 swimwear trend I’ll be sharing. It takes inspiration from activewear and performance based products like wetsuits, so think about mesh trims, chunky zips, elastics and sporty styling. The colour palette features commercial blue tones and a pop of bright red, which I love to include in a striped elastic - great for hem bands and straps.
I think this trend is really commercial and could work with any area of the market. I think it could be especially strong in young fashion, but can be tailored to suit anyone.
For this look I think plain block colours and/or stripes work best, rather than any prints. Do be careful if you’re using the white to make sure that your fabric doesn’t become see through when wet! A common problem I see all too often at the lower end of the market!
Working Further Ahead?
Many brands I'm working with are already developing their collections for A/W 19/20 and SS2020. If you've already finished SS19 and want more insight on future trends, I'd love to work with you on this. If you're looking for trend information, or design ideas but don't know where to start, I have limited spaces for working with clients 1-on-1. You can see the full range of services I provide here, or you can get in touch for more info, here.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
Pared Back Prairie SS19 Trend Board
This SS19 Womenswear trend features a neutral colour palette with a pop of burnt red….
I was really torn between this colour palette and a much brighter one, so I asked my Instagram followers for their opinion. About 75% went for this one, so we had a clear winner! If you're not already following along on Instagram, you can join us by clicking here - I regularly ask followers for their opinion on what they’d like to see next.
I shared this look with my subscribers about a month ago, it’s for Womenswear brands and I’ve called it ‘Pared Back Prairie’. The colour palette is much more muted than what we've seen in previous seasons, with just a slight pop of 'Tigerlily' burnt red. The key features of the Prairie look are still going strong - think shirred waists, big sleeves and hand crafted embellishments, but all in a much more subtle way. You'll see a lot of solid colour in use, vs the paisley style prints we've seen in past years. There is still some use of print, either subtle florals or print versions of craft techniques like embroidery, weaving and cross stitch.
In terms of fabrics, there's a lot of natural fibres being used here, like linen, organic cotton and drapey bamboo. Many are smooth to the touch, but don't rule out textured weaves and slub finishes.
Working Further Ahead?
Many brands I'm working with are already developing their collections for A/W 19/20 and SS2020. If you've already finished SS19 and want more insight on future trends, I'd love to work with you on this. If you're looking for trend information, or design ideas but don't know where to start, I have limited spaces for working with clients 1-on-1. You can see the full range of services I provide here, or you can get in touch for more info, here.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
Bohemian Mix SS19 Trend
This SS19 Womenswear trend features mixed floral prints, a bold colour scheme and silhouettes with volume….
This trend seemed like a great one to create in the dull Winter months - something bright to get us looking forward to summer and the warmer weather. Personally, I think this look could be suitable for high summer, with a focus on lighter fabrics and sleeveless styles or transeasonal l as well, with the addition of the trench coats. I LOVE the new trend for adding prints to trench coats. There’s definitely the option for full on print, but it can be pared back like the example in my moodboard.
Print-wise, there’s a heavy focus on florals here and an interesting use of mixed scales and styles within one item. I like the idea of having one ‘fine art’ style flower and another more abstract, I think it makes for an interesting look, but you could also mix the same print, but in a different colourway and scale.
For the silhouette, volume with a nipped in waist is key. Big sleeves are showing in a huge way, not just for this trend but in others as well. Circle cut skirts are key for this too, giving a ladylike elegance to the range. Because of this, I feel this trend is only really relevant to the Women’s market, I think it’s too grown up for the young fashion or childrenswear audience.
I hope you like this trend as much as I do and feel inspired to create your collection! If you're looking for trend information, or design ideas but don't know where to start, I'd love to work with you on this and have limited spaces for working with clients 1-on-1. You can see the full range of services I provide here, or you can get in touch for more info, here.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
Designing for AW19/20 - feature on The Fashion Conversation
I've collaborated with 'The Fashion Conversation' on another article; this time I’m talking about my take on the AW19/20 fashion trends…
The next instalment in my series for The Fashion Conversation is live now! In case you missed it, I'm collaborating with the blog to create articles aimed at helping aspiring designers to make it in the fashion industry. This post is a little different from my usual writing - this time I’m talking about the trends that will take us through into a new decade - 2020. I’ve recently returned from trade show visits and viewed a lot of perspectives on the new trends. In the article, I share my take on 5 key trends for the season. You can read the full piece via The Fashion Conversation website, here. Thank you also to Munich Fabric Start for providing the images.
I'd love to hear your thoughts on this, or any ideas you have for future blog posts. Feel free to leave a comment below, or send me a message here.
A/W 2018/19 Activewear Trend; Scandi Active
Today I’m looking at a minimalist Scandi inspired activewear trend for A/W18/19….
This was the last look that I shared with my email subscribers for A/W 18/19 - we’re now on to SS19 trends. Subscribers get the trend boards from me in advance, as soon as I’ve made them. If you’d like a monthly moodboard delivered straight to your inbox, you can sign up at the bottom of this page.
I like this trend a lot. In culture we’re seeing a shift towards a slower pace and I think this style reflects that - the colour palette is relaxed and there’s not a print in sight. That doesn’t mean it has to be boring though. Creative pattern cutting, blocks of colour and textured fabrics add interest.
This look is very much inspired by Scandinavian design - from homewears and furniture through to clothing worn by people trekking through the mountains, it has a very Scandi feel to it. Hence why I named it Scandi Active, of course!
I think this style can also work for casual clothing for almost any target audience, as well as Activewear. It’s a trend that looks set to continue into SS19 as well, so if you adopt this now, you can stay ahead of the game!
Textured fabrics create interest within the design
I hope you like this trend as much as I do and feel inspired to create your next activewear range! If you're looking for trend information, or design ideas but don't know where to start, I'd love to work with you on this and have limited spaces for working with clients 1-on-1. You can see the full range of services I provide here, or you can get in touch for more info, here.
As I mentioned, I send these moodboards direct to subscribers each month (and they receive them a lot earlier than I show on the blog!). To sign up and receive these direct each month, you can enter your details below. You can of course, unsubscribe at anytime if you change your mind;
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
A/W 2018/19 Fashion Trend; Craft Traditions
This trend for A/W 18/19 takes inspiration from traditional crafts such as patchwork, embroidery and cross stitch…
You might have noticed in recent years there's been a boom in hand crafts; both those made by Etsy sellers and the like and also by big businesses too - making the 'one of a kind' mainstream. While there's lot's of discussion around whether big companies should be doing this, the fact remains that the trend is still around. This season, it's using a brighter colour palette than what we've seen before.
To nail this trend, you want to think about traditional crafts, such as smocking, embroidery, cross stitch, patchwork and applique. A lot of these techniques often come at high cost, but there's also the more cost effective option of creating embroidery style prints, for example.
The silhouette is typically quite oversized, you might find a fitted waist here and there, but usually there's a lot of volume, often created with elastic and gathers. Off the shoulder styling is still around, although keep in mind the seasonality and cold (in most places) temperatures for winter.
In my opinion, this trend can work across the Womenswear and Childrenswear markets and can be customised to suit the brand and price point. It could even work for high end Menswear too.
What do you think about this trend? Is it one you're considering for next season, or is it not really your thing? If you're looking for help with your next collection, I'd love to work with you on trend ideas, design concepts and/or getting your ideas produced. If there's something you need help with, you're welcome to contact me by clicking here.
Also, in case you didn't know, I send these moodboards direct to subscribers each month (and they receive them a lot earlier than I show on the blog!). To sign up and receive these direct each month, you can enter your details below. You can of course, unsubscribe at anytime if you change your mind;
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
A/W 2018/19 Fashion Trend; Photographic Florals
I love a moody floral print for Winter and this one fits the bill for A/W2018/19…..
I love a dark, moody floral for winter and this trend is no exception. This print uses dark bases with a pop of red or pink florals and photographic motifs, or digitally altered images. Not a watercolour or hand drawn flower in sight for this one! For me, roses are perfect and integral to this theme, but other types of flower work as well. Just make sure you're using actual photographs, rather than anything else. It's a great excuse to buy some lovely vibrant flowers to photograph!
I think this trend is best for Women's fashion, although it could work in high-end Men's collections too. My personal tip for this look; play with the scale. Really large prints can work great along side small scale ones; for a high end look you could mix prints within one garment, or for a more commercial take, one collection.
I hope you like this trend as much as I do and feel inspired to create your own prints for this trend. If you're looking for prints but don't know where to start, I'd love to work with you on this and have limited spaces for working with clients 1-on-1. I also have a small selection of pre-designed prints, which you can view on request. If this is of interest, you can get in touch by clicking here.
Also, in case you didn't know, I send these moodboards direct to subscribers each month (and they receive them a lot earlier than I show on the blog!). To sign up and receive these direct each month, you can enter your details below. You can of course, unsubscribe at anytime if you change your mind;
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
A/W 2018/19 Activewear Trend; Monochrome Movement
I know a lot of people are looking to create Activewear brands, so the trend I’m sharing this week is for the sports market….
A lot of my clients have activewear ranges and I get a lot of enquiries about this too, so this week I wanted to share an sportswear trend with you. I've called this 'Monochrome Movement' and it mixes a tonal colour palette with geo references to create a lively, but not overpowering print. I like this for both Men's and Women's ranges and think that it could work for all age groups as well, from young fashion through to mature. It's a very commercial style and although in some ways it's bold, it's not going to scare customers away - a lot of people view monochrome as a safe and versatile option, which they can mix and match with other items they own. You could also do this if you wanted - perhaps have a couple of prints in this theme along with traditional blacks and greys, or if you want to add some colour a nice pop of Burgundy/Plum shades could look nice as well.
I hope you like this trend as much as I do and feel inspired to create your own prints for this trend. If you have ideas, but don't know how to create print ready artwork, I'd love to work with you on this and have limited spaces for working with clients 1-on-1. I also have a small selection of pre-designed prints, which you can view on request. If this is of interest, you can get in touch by clicking here.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
A/W 2018/19 fashion trends; Bold Abstract
This trend is perfect for those who want to brighten up the winter with some fun, bold prints…
For those of you who are wanting to brighten up the winter months with some fun, bright clothing, this might just be the trend for you! Bold Abstract is a trend for AW18/19 and takes inspiration from bright street art, colourful graphics and blocks of colour. As you can see from the moodboard above, it's bright, loud and sure to make a statement. Personally, I think this trend would be great for the youth market, or young fashion. That said, done appropriately, perhaps by printing on sheer layers to tone down the look, I think this could also be appropriate for mass markets. I've seen similar prints available in Women's contemporary ranges, as sheer layering tunics which have been effective.
By drawing inspiration from street culture, you can connect with the youth market. Think brands like TRF at Zara.
As you can see from the street art images above, you don't have to go all out with the design. You can use muted colours to create a more subtle look and 'nod' to the trend, rather than using both bold patterns and colours. I also really like this subtle look and think, with the use of some darker colours, this could be a great addition to Winter print ranges.
Next time (and back by popular request) I'll be showing you another activewear trend, suitable for the mass markets.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
A/W 2018/19 fashion trends; Historical Opulence
I love this trend for the Autumn/Winter 2018/19 season. Full of decadence, stunning details and lace designs, it’s sure to catch people’s attention…
I feel like every time I create a trend board, I'm telling you it's my favourite (although, I guess I do always pick my favourite trends, out of the many that are available, so I suppose it makes sense!). But I really think this time it is my favourite!
I've called it 'Historical Opulence' and it's for Autumn/Winter 2018/19 (Fall/Winter for our friends across the Atlantic). The trend is inspired by Royalty of the past, who surrounded themselves in luxury. For this reason, there's a lot of gold tones and beading used as well as rich, luxurious fabrics and high quality finishing. It's perfect for a high end range, but, it can also be tailored to more affordable ranges too.
For instance, lace can be pricey, so I've developed prints which give the feel of lace, but can be applied as a normal print, so you don't have to worry about using lots of expensive, delicate lace. You can also give the effect of sheer layers, by printing the lace design on a colour from your collection and also onto a nude tone.
This same technique can also be applied to embroidery designs; if you can't afford to have intricate embroidery, you can look at the option of having this printed, to give the overall feel of luxury, but in a more cost effective way.
If your brand can't support expensive beading techniques, you could consider using foil printing, to give the feel of opulence and gold, without the price tag. For example I used this method, alongside a small panel of gold, shimmery fabric, to add interest to this design;
I hope you like this trend as much as I do! If you're wanting to use some of the techniques I mentioned for brining costs down and you're looking for print designs, I'd love to work with this and have limited spaces for working with clients 1-on-1. I also have a small selection of pre-designed prints, which you can view on request. If this is of interest, you can get in touch by clicking here.
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S/S 2018 trends; Geometric Illusion
Looking for some inspiration for your next clothing or print range? In this post I talk about one of the key SS19 fashion trends....
By popular demand, this month I'm covering another SS18 activewear trend. Activewear is a huge area of growth and often a lot more fun to work with as you can experiment with bold and busy patterns, so it's no wonder so many of the startups I work with choose activewear! This trend creates an optical illusion from geometric inspiration. The geometry aspect comes from many sources, from modern glass buildings to insect wings, if it has interesting geometric shapes, it's in!
I've got to admit, I'm loving the colour scheme for this trend! Black, white and grey are typically bestsellers and I love the use of green in activewear, do you?
So far, I've made a start on one print. Stripes are always popular but I wanted to create something a bit out of the ordinary. I looked to geometric shapes in architecture to get the inspiration for the stripe layout. Then I looked to the softer references on the moodboard to colour the stripes in an unusual, abstract way.
There are a number of trends showing for activewear this summer and out of all of them I feel this one is most commercial, partly because of the colour palette but also because it's a familiar trend that people feel comfortable with. It's not cutting edge or completely new, more of a new interpretation on something that customers already know and love.
As a designer, it's exciting because there are so many different ways that you can take the design ideas - from busy overlapping shapes to simple stripe ideas, the options are huge!
I hope this post has given your some inspiration for your next range. This is the last trend for S/S18, next time on the blog, we're moving on to A/W 18/19 - how time flies! If you're still working on S/S18, (it's best to move fast as production will need to be happening very soon).
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
S/S 2018 trends; Textured abstract
Looking for some inspiration for your next activewear range? Then I have something for you.....
Trend information doesn't come cheap (and I mean seriously expensive, a WGSN membership is £10000 per YEAR!) and you may have noticed that there's very little free information available. Being trend aware can be really important for a fashion brand, as it helps you to keep you trend conscious customers happy and be relevant to the press. But, most of us can't afford £10,000 a year - I get it, so I thought I’d share some mood boards on the blog.
A while ago I posted some activewear designs and have been overwhelmed by the response (thanks, everyone!). It's clear that a lot of you are wanting to start an activewear label, which is great. It's a really exciting area to work in and if you love print, it's especially good as I find that you can be much more adventurous than you can with everyday wear. There's a number of activewear trends showing for SS18 and a personal favourite is the use of textures to create an abstract style. It's a little bit different from what we've seen in other seasons, as there's now an addition of watercolour style influences, which is a nice touch and gives a softer look than the fully digital styling.
I'm a huge fan of coral so I was excited to see this trending, along with the fresh green colour which I think compliments it well. Personally, I really like these colours on there own, but it is always good to include some of your bestselling colours in the range too, more often than not, black, grey and white. Of course, you could introduce one or two of these prints/colours into a monochrome range; this could be a way of being trend relevant, but still commercial.
As well as the activewear market, I also think this print could work really well for the swim market, I can picture this print design on a sporty, high neck bikini set.
If you're interested in having a print designed for your range you can get in touch here for more info about working together.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
I hate spam too - if you sign up to this email list, your details won't be sold or leased to anyone else. I will email you from time to time with helpful content and occasional offers, which you can unsubscribe from at any time.
Print design trends; Paisley | How I created my Paisley print
A lot of work goes into creating an on-trend, commercial + high quality print. The Paisley trend looks set to continue for S/S2018 + this post goes behind the scenes to see how I created a paisley print....
For me, designing a new print or range is a long process. I come from a design background where speed is key + repurposing old designs is the norm, but in reality, this isn't my style. I really missed working on original designs, which is one of the reasons why I started my own business.
For the most part, I always start with a hand drawing or painting. I definitely don’t have a natural flare for sketching, but I find it helpful to get some ideas down on paper that can be refined later. Depending on the design, there might be some painting, dying, or another messy technique involved (marbling is a personal fave!) - l love experimenting with colour + texture. For the paisley print, I was working with a simple colour scheme, so I just did some initial sketches.
The next stage is digitising the print, in this case I used Adobe Illustration to start. After scanning in my sketches, I start to fix some of the imperfections in my hand drawings - I don't fix them all though, because I love to show a bit of the handmade quality in the artwork. This is the part where I wish I wasn’t a perfectionist. Despite a decade of experience with illustrator, it’s easy to get caught up looking at every tiny detail zoomed in at 500% + spending hours on something that no-one will ever see!
Once the shapes are complete, I start putting them into a repeat pattern. A repeat pattern means that you can basically print the design to infinity, without any lines or marks in the design - it lines up seamlessly. I think this is something that can take a lot of designers hours to work on and a lot seem to stick to ‘placement prints’ (where there’s no need to do a repeat). But, after years of practice and learning a few tricks, the repeat comes together naturally. I play around with lots of different options for colour, scale, layout + have fun putting the design together. In the end I never seem to be able to choose a favourite, so I generally offer a few options.
After some further changes to the colour + scale, the print was then ready to use. Although I'm a specalist in print for fabrics, I couldn't resist using this in a wedding stationary range, as it fitted the brief so well. Here's a few examples below of the print being used.
Want to learn more about working together on prints? Click here to get in touch.
How is an on-trend print is created?
A lot of work goes into creating an on-trend, commercial + high quality print. This post goes behind the scenes to see how print are developed...
You may have seen my post a couple of weeks ago on how professional designers create a moodboard (if you missed it you can catch up by clicking here). In the post I covered how I create my moodboard, that I follow when creating fashion + print ranges. This post covers the next part of the process, designing the print.
As we discussed in the last post, I created the moodboard below, by combining information from trend reports that I have purchased, things that I have seen happening in industry, for example at trade shows + trend seminars + also my own style preferences. I touch base with the moodboard all the time, to ensure that I keep on track, I always have it open when I'm developing new ideas.
For this example, I'll use my Neon Palms moodboard shown below. When I start designing, I also refer to other inspiration that I collected along the way, that may not have been a good enough fit for the moodboard, but still of use. For example, close up shots of palm leaves, neon light usage, colour inspiration + in this case, research I did on tropical scenes + palm tress. This 'primary' research is always so important, as it ensures that my designs are completely original. Lots of designers follow other designers for ideas. I personally don't do this, as I think it limits your own creativity and can make you feel a bit 'blinkered' (like you can only think of what you've seen + get stuck in a rut) I find that using my own photography + references really helps my design process.
The images below were taken at a light installation in a park. These shots are perfect for the Neon Palm theme, there's lots of different types of palm leaves/trees for inspiration + the lighting reinforces the neon aspect of the theme. I used these to sketch + paint from - I often start with traditional arts techniques, again to get my own personal style into each piece I create. I used these palm leaf photos to develp my own motifs. For the particular design I'm showing you, I decided to do a silhouette of the leaves which were hand sketched and digitised.
Below shows some of the motifs I created from the palm tree photos. I kept referring back to my trend reports + I liked the concept of mixing stripes with palm leaves + as you can see started to experiment with that. Then came the colour - a bright mix of pink + green, which I mixed in a more modern way than the simple stripe with palms overlaid. I love this bright colour, but appreciate it's not for everyone, so I've also made this available in black + white, plus a trend led but slightly more subtle green + purple option. Interested in getting some print designs done? You can click here to chat about working together.
How to create a fashion trend board
Ever wondered what professional designers are inspired by + how they create a 'moodboard' to work with? If so, then read on....
I often get asked where I find design inspiration + there's a couple of answers depending on what I'm designing. Generally speaking, if you're creating designs for the mass fast fashion market you would look to designer fashion + other successful labels for inspiration (note inspiration - don't copy as it's bad form + you can be charged thousands for copyright infringement!). In this instance, inspiration usually means looking at best selling items from other brands, who have a similar target customer + developing this to include your style + your customer's preferences. For example, you might note that a lot of designers are producing huge ruffle skirts in bold colours. You might not like the size or colour, but you could then develop the idea of ruffle skirts. A good way to work is to update some of your previous bestsellers to add some freshness for the new season. For example, you could redesign your bestselling pencil skirt to include a subtle ruffle hem.
If you're producing designer fashion + want to produce really original designs, the best way to work is not to include any fashion items on your moodboard. Yes that's right, don't include any fashion items at all! This is because viewing other fashion items can often limit your own ideas, if you take clothing out of the inspiration all together, it really pushes your creativity further. You've probably heard top designers speaking about their inspiration as being something random like horses or tribal tattoos, things totally unrelated to fashion + might wonder what they've been smoking (I did too at the beginning!). But truth is, it really works!
So, what do I put on my mood boards if I can't reference fashion items? This really depends on what you're inspired by! For me, inspiration can come in the most unlikely forms + you have to find what inspires you. Maybe it's travel, flowers, art, architecture, it can be whatever you want - I did my graduate collection on rock formations. Yes that sounds weird, but it worked, some of the designs I made in that collection went on to be bestsellers when I started my company.
The other thing I always include on my trend board is a clear colour palette, so that I can make sure everything, from the fabrics to the prints, to the promotional materials tie in together. I also include a 'colour standard', which is what I'll be sending to suppliers to match the colour of the items, this might be a Pantone code, or a swatch of fabric. I like to stay trend relevant + do research prior to each trend board that I create. Trend information can be expensive (+ by expensive I mean tens of thousands), which is why many businesses decide to work with freelancers like myself, as it’s more cost effective than buying their own trend reports.
To put the trend board together, first of all I do what's called 'primary research', I go out + take photos of something I find inspiring. Then comes secondary research, which is ideas I find in books + online that relate to my theme + also trend research. Often I find that I have one 'iconic' image that sums the collection up nicely. If you follow me on social media, you've probably noticed that my current inspiration is 'Neon Palms' - a bright, modern take on the palm tree look + while I was getting research, the scene above that I took a photo of turned out to be the perfect look. I ended up changing the colours slightly to tie in with the trends, but the overall feel is the same.
I also like to include some of my own designs or sketches on the moodboard, to use as a point of reference. In truth, my inspiration board starts off as kind of a mess, with lots of photos on my desk + as I start doing some painting, sketching or photoshopping, it becomes obvious which are the best ones to use for the board.
After I've had a play with concepts, I put a finished moodboard together which I then constantly refer to, not only through the design process, but also when approving colours, fit samples + creating marketing materials. Inspiration boards are also great to share with anyone you're working with, as it helps to keep everyone on the same page.
There's lot's of different ways to make a moodboard. I use Adobe Photoshop, but don't feel that you have to buy software, the learning process for Photoshop is long as well, so if you don't already have it, I wouldn't worry about getting it. There's lots of free apps that allow you to create your own moodboard (there's even one called 'Moodboard on the go'). There's also the old-school (and much more fun!) option of creating a collage, either on a piece of card, in a sketch book or on a cork board. This is definitely one of the best jobs that you'll do when running a fashion business, so have fun with it + be creative! I'd love to see any boards you create, so please feel free to send them over, or tag me on social media.
Want to work together on your moodboards, inspiration and trend research? Click here to get in touch.
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Fashion industry insight for 2017
Happy New Year! Can you believe it's 2017 already? In today's blog post I'm looking at the predictions for the fashion industry this coming year...
Happy New Year! Can you believe it's 2017 already? In today's blog post I'm looking at the predictions for the fashion industry this coming year...
Ethical trading and sustainability
As you may know, I'm a big advocate for both of these and have been for years, so I'm extremely happy to see that a lot of retailers and consumers are starting to shop with a conscience. As an industry we need to start exploring further to fulfil the customer demand for fair 'living' wages, organic cotton, clean production and many other issues on consumers minds today.
Streetwear is making a comeback
Streetwear looks set to infiltrate every aspect of the mens and womenswear industry, from the designer ranges on the runway, to casual looks on the high st and even into activewear. Kith and Palace are labels to watch.
Buy now wear now shopping habits
The days of buying a coat when it appears in store in August are almost gone. The recent shifts in consumer spending and the 'buy now wear now' mentality means that we will most likely see a difference in the way ranges are dropped into store this year. It'll be interesting to see how it goes, on one hand, a well planned range could lead to less discounts and sales early on in the season. However, get it wrong with a reduced amount of sell through time and you could end up with a lot of extra stock on your hands. As always, the difficulty is finding the balance.
Cold shoulder and off the shoulder tops are staying
I don't know about you, but I've been loving the trend for looser fits and drapey, off the shoulder silhouettes. It's made a welcome change to the figure hugging forms of previous seasons and makes me feel a little less guilty about how many Christmas chocolates I consumed. I'm happy to report that oversized shapes, ruffles, frills and bell sleeves are set to stay in fashion this year and that little bit of shoulder skin stops us from looking like we're wearing a shapeless sack. Amazing how much of a difference it makes.
Pantone's colour of the year 2017
For anyone who reads any kind of fashion industry blog or publication I'm sure you're already aware, but for those who aren't, 'Greenery' has been selected as the Pantone colour of the year. Pantone are the world leaders in colour forecasting and colour matching. Each year they select a colour of the year, that encapsulates the mood of the year - it is intended for use across all product areas, not just apparel. They've selected this refreshing green shade as a symbol of new beginnings, rejuvenation and the pursuit of vitality. I personally like this calming shade and from a practical point of view, think it will make a great accent colour on a variety of fashion ranges, especially swim and activewear.
LA vs New York fashion week
LA fashion week has usually been considered the poor cousin of New York fashion week. The coverage has always been considerably less in LA and New York is generally been considered in much higher regard. However, that could all change this year, as some of the major labels including Tom Ford, Tommy Hilfiger and Rebecca Minkoff will swap NY for LA. From early indications it looks as though the designers will follow the new format of shop now, rather than the traditional preview for press and buyers only.
I'm excited for the new year and to see how all of this unfolds. What are you most excited about in the new year? I'd love to get your thoughts, or any questions you have on the above in the comments box below, so please feel free to share...
You're posting consistently, sending the emails, putting in the hours...and somehow your fashion marketing still isn't converting. Meet ACES - the 3-part process I developed over 20+ years in the industry to fix exactly this…