Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Trends set too hot a pace for shoppers

It would take a half-blind Amish farmer not to be seduced by Bread & Butter’s charms.

Here is a trade fair basking in the Catalan sun, where the aisles are awash with potential extras from a Lynx ad, and the central area is more Ibiza beach party than fashion exhibition.

However, on the trend tip, Bread & Butter was flatter than a Pizza Express Romano base. The whirlwind of showroom appointments which have followed in its wake have underlined buyer suspicions that spring 09’s streetwear is a virtual rerun of the looks languishing on Sale rails.

The Drapers fashion team has been puzzling over which of these themes has enough stamina to carry it across next summer’s finish line. Sitting in Drapers Towers, surrounded by trend-hungry colleagues in a city overflowing with fashion freaks, it is easy to lose track of the real pace that consumers pick up on trends.

Checks, coloured jeans, lighter denim washes and tech-nylon blousons may be yesterday’s news for the trade, but for most Saturday night pub punters these remain tomorrow’s trends. Indie kid students on the summer festival circuit may be up to their Wayfarers in shrunken checked shirts and juicy coloured jeans, but beyond them neither trend has had much impact.

In many cases the high street has, if anything, been a shade too quick on the uptake. A good example are the 1980s-inspired light-washed jeans. These styles first reappeared in the more progressive denim collections for spring 08. With darker styles still commanding consumer sales, most branded UK buyers wisely took a wide berth. But some high street retailers backed the look and this week many of those very options are languishing on Sale rails.

Khabi Mirza is fashion and features editor of Drapers

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.