WGSN Boutique goes on a world tour and picks three of the best VM trends that can be interpreted by indies.
A particular favourite in Italian boutiques, this trend focuses on the idea that the product should speak for itself. It’s a playful move on from a more regimental approach to carefully folding and placing product that was noted earlier this year at labels such as Dolce & Gabbana. This slant on the trend also perhaps works better for youth or kidswear retailers, mirroring commonplace teenage attributes.
Garments are loosely thrown together to create styling ensembles, which are in some cases complete with footwear and accessories. Posters and other props are layered underneath the garments to enhance the messy element and create a busier aesthetic.
Seen all over New York suburb Brooklyn (where they fit perfectly with the district’s distinct creative and pared-down feel) and picked up by Folk for its London boutiques, chalkboards continue to appear outside boutiques and independent shops. They are becoming commonplace, easy and cost-effective marketing tools.
We initially picked this trend up in June of last year, but now the chalkboard is being used on a year-round basis for signage, to advertise offers or to simply communicate with passers-by. While the trend is all about going back to basics, WGSN particularly likes Free People’s chalkboard in New York, with its embroidered patchwork fabric frame.
The omnipresent trend for bygone eras continues this month as retailers pay more attention to detail, using curiosities in clever ways to merchandise smaller product.
Glass cabinets, bell jars and bowls are used to encase product or create props, such as intricate bottle gardens, as seen at Anthropologie in London.
Smaller items are framed and highlighted when placed on a plate, on top of some antique weighing scales or within a picture frame. Decor is cluttered and dirty with scientific archival undertones noted. l