BY RHIANNON D'AVERC
S/S 2018
LONDON
RUNWAY LONDON FASHION REPORT
SPOTLIGHT ON PURE LONDON RUNWAY SHOWS TREND REPORT FOR S/S18
PURE S/S 17
What's up in this issue
Written and photgraphed by RHIANNON D'AVERC
This second issue of London Runway is all about the upcoming S/S 18 season as glimpsed at Pure London. Held ahead of London Fashion Week, this show in the capital is open to trade members only but includes a number of presentations. Once of those is the seasonal speech from Sara Maggioni, who represents WGSN and talks about the trends we can expect in the upcoming season. There are also two catwalk shows: one which showcases the main womenswear and menswear collections from the event, and one on the Spirit catwalk, showcasing the
indie and up and coming brands. Both of these shows are highly enjoyable and this season, as always, included a number of familiar faces. A personal highlight of the shows is always the Kiki Riki collection, usually saved for the end of the Spirit show because it always packs a punch. There will be more on that later. This issue compiles images taken from Pure London along with the advice of Maggioni, demonstrating the trends to look out for as we move towards LFW. Each section focuses on a different trend for your
benefit. What's coming up next for London Runway? We're looking forward to London Edge followed by LFW and will be attending the Fashions Finest catwalks as well as a number of other shows and events in London over the course of September. Drop us a line via Instagram or Londonrunway@gmail.com if you have press tickets available and would like to be featured in the next issue. Enjoy - and remember to follow @pcistudio on Instagram for more.
FEMININE UTILITY Trend spotlight
Feminine utility is all about combining two seeming opposites. Ruffles, volume sleeves, and feminine touches joined with trench coats, utility shirts, and military style.
The garden party girl is all about occasion wear, with a girly style. Look for a soft formal shape and micro ditsy prints to do this trend to the max.Â
GARDEN PARTY
Trend spotlight
THEÂ BOLD RED TREND IS FOR THOSE WHO DARE. WEAR HEAD TO TOE. NO HALF MEASURES.
MORE? There are plenty more colours to choose from this season. Black, blue, pink, and multicoloured garments are big.
PRINTS There's a big return to prints this season. Incorporate multiple on-trend colours in one print and you're off.
PALE HUES Pale sage is very sophisticated, and lilac gives a good feminine vibe. Add acid brights to shake it up.
BOLDER Want bolder? Magenta and fuchsia are up, and you can pair them with bold red too. Look out for rose terracotta as an elegant alternative.
P B sychotropical is another of the big trends to emerge this coming season.
T
hink abstract simple botanical prints, with a darker background. Lush greens still reign.
ased on the love of botanicals which is still in full force, it's all about a darker approach to the leafy look.
NEO VOYAGER Trend spotlight
Get inspired by the road trip. Jet off to distant lands. Surprisingly, Coach is the new influencer brand behind this trend.Â
SLOUNGE WEAR
Trend spotlight
What is sloungewear? In 2020, 47% of Americans will be working from home. Embrace comfortable but smart with sloungewear. Sleepwear blended with activewear but with neat tailoring.
DRESS STYLE SHOWDOWN decisions, decisions
The two-piece dress acts like one dress, but is split in two for comfort. The loose dress is fitted with a belt or worn over jeans to maintain a silhouette. Which corner do you fight for?
SOFT GLITTER Trend spotlight
Put your glitter on your knitwear and keep it casual. This is all about hi/low styling.
COLOURED BASE FLORALS Make the base of your florals a bold colour choice. Blue's good. Red would be better.
WORLDÂ FONTS Trend spotlight
Make a statement with your dressing. Using world fonts - not the normal English alphabet is a huge emerging trend. Whatever your garment says, make sure the slogans are inclusive. Target discrimination and politics.
FEMININE SHEER
Trend spotlight
Look for geometric shirt dresses with sheer panels. Seek feminine contemporary styles that just happen to be see-through.
REMAINS OF THE TREND
EYEWEAR Coloured lenses are up. Way up.
What else
The remaining trends to look out for are as follows...
CONTEMPORARY NAUTICAL Boxier shapes than the norm, with cotton fabric and lace up detailing. PAPERBAG TROUSERS Draw closed with a drawstring or corset belt. Use a belt from matching fabric to hit two trends. BLAZERS Double breasts are in. Make them tailored or loose and belted. Loose blazers should be worn open.
DRAWSTRING TOPS AND ANGEL SLEEVES The new way to Bardot. Forget the boring styles of yesterday and make sure you go both romantic and utility.
SOLID NEONS Take utility and military looks and splash them in solid neon to lift their flatness. Use ultra fine or sheer fabrics to add the luxe.
WRAP BLOUSES All fabrics, all styles. Just wrap it up.
LACE UP No matter what it is - lace it up.
OFF KILTER SINGLE PLACEMENT Take one logo, slogan, or emblem and blow it up big. Then put it somewhere unexpected, like off to the side or down near the hem.
TIE DYE Really? Yes. Make contemporary prints in vibrant shades. This is a key direction for denim.
CUSTOMISATION The big trend for badges has moved on and evolved. Now you're taking everyday materials and repurposing them into fashion. Think the camera strap as a belt. Doodle styling is encouraged.
BOLD COLOUR BLOCKING This time, not for sportswear - instead, for feminine ruffle dresses. TRENCH COATS The boyfriend trench is your go-to. Add details such as cut-outs, lace-ups, and contrast cuffs.
KIKI RIKI
LONDON RUNWAYÂ Design, photography, and words Rhiannon D'Averc With special thanks to Vikki D'Averc
Find London Runway: https://issuu.com/rhiannondaverc instagram.com/londonrunwaymag instagram.com/pcistudio for extra images twitter.com/londonrunwaymag
S/S 18
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