Articles by Jayne Mountford
Balletcore 2023/24: the enduring TikTok trend
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TikTok micro trends tend to come and go at the speed of lightning. Somewhat surprisingly however is the fact that in late 2023, #balletcore is finding a second life on the social media platform, with the designated hashtag boasting over 142.1 million views. #balletcore first started trending on TikTok in 2022. The style is based on either...
The minimal white lingerie trend is both androgynous and trans-seasonal
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The white Prada tank top fw22 Miuccia Prada and Raf Simon sent a variety of looks down the fw22 Prada runway featuring a white tank top with the brand’s triangular logo, paired to more ostentatious garments. Its sheer simplicity made a perfect statement for the post-pandemic era as it incorporated several cultural touchstones including an...
Sao Paulo fw24 runway trends: latte dressing, technical fabrics and more
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Sao Paulo Fashion Week is arguably the most important fashion event in Latin America. It has also become known as a prominent forum for diversity and sustainability. In recent seasons, curve models and ‘real’ people have increasingly been seen on the Sao Paulo runways and since 2020, designers have been required to show at least 50% of their...
Tracing a trend: 3D floral embellishments
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Indian philosophers have long believed that flowers have a spiritual significance, thinking that they can put us in touch with a sense of eternity. Accordingly, the use of flowers in design has been a fashion staple for centuries. Using real flowers can be traced back to Ancient Greece and Rome. In more recent years, certain designers have used...
Trans-seasonal footwear trends from the SS24 runways
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The women’s footwear industry has learned to pivot in recent seasons for two major reasons. First, there has been a move away from high heels a.k.a pumps. The Covid-19 pandemic acted as a catalyst, speeding up a movement that was already happening. Female consumers signaled that they would like to purchase footwear that was more comfortable and...
How Formula 1 racing has inspired both athleticwear and designer collections
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A-list celebrities including Rihanna, A$AP Rocky, Lupita Nyong'o and Heidi Klum came out to watch the inaugural edition of the Las Vegas Grand Prix, held November 16-18 2023, confirming the booming interest in Formula 1 racing in The U.S. Consequently, opportunities for licensing and partnerships with both athletic and apparel brands have grown...
The ‘latte dressing’ trend – as seen on the streets during fashion month
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Street style trends are often good indications of what consumers will look for in future seasons. ‘Latte dressing’ is the latest quiet luxury trend to make an impact on social media. Nowhere was this more evident than during fashion month. Buyers, editors and influencers alike dressed in various shades of brown and tan, replacing black as a...
Runway to Retail: ACT No. 1 - the Italian cult brand
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ACT No. 1 was founded in 2016 ACT N°1 was founded by Luca Lin and Galib Gassanoff in 2016. They drew on their multicultural backgrounds in order to blend Chinese imagery and Azerbaijani craftsmanship. Since September 2018 the brand has shown during Milan Fashion Week and in 2019 established its headquarters and design studio there also. The...
SS24 season: Paris, Milan, London and New York key trends
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With all four major fashion weekscompleted, there is an opportunity to review the major trends. Seasonal trends reflect the way consumers see the world at the macro level. The ‘Barbie’ movie not only grossed well over a billion dollars; it married feminist ideals with ‘girlie’ fashion. This was a clear influence on the ss24 collections. After...
SS24 Key runway colors: neutrals, grey and pale blue
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The ready-to-wear spring and summer seasons drop in-store in at least three deliveries between mid-February and mid-May. The most effective way of organizing a floor is by using color to coordinate merchandise. It’s no coincidence that designers tend to use similar colors, as they work with professional color forecasters, who themselves trace...