Gareth Pugh
Juan Carlos Abando
Franz Kline 1956 'Mahonig'
Window display at Selfridges
For my part of our market research project the theme for this season i chose to look at was monochrome. Monochrome is a trend that is rarely off the fashion scene in some shape or form, its exudes modernity and class. This season it is seen under a couple of guises, one of those being a type fading look in which blacks run into whites through tones of grey, this style was seen a lot in prints, Jason Wu for example using it for his floral prints.
But the way I have chosen look at it is in more of geometric way, whether it be used in a trim, a collar, used in stripes or in a geometric pattern. Some designers who have used it in this manner this season are,Helmut Lang, Juan Carlos Abando, Gareth Pugh, Julien MacDonald and Neill Barrett.
Representation of trend in marketplace
Mass Market
I picked this as a good example as it is quite interesting compared to others i saw in the mass market, a cute summer dress with geometric print, can be worn by self or teamed with leggings. Available from Primark for £10.
My second pick to show from the mass market is this top from H&M. The back shown in above image has nice cut with the back hem more elevated than the front, i also think the way in which the colour blocking is done is fresh and modern. This top costs £16.99
Middle Market
Stripes were everywhere, i think this blazer from River Island (£45) is good representation of this.
I chose to show this maxi skirt from Zara (£39.99) as it has lace fabric, the only example of this that i saw during my research.
Top Market
I think this dress from Stella McCartney (£855) is simple and chic.
I like the enlarged geometric pattern in this Ralph Lauren piece (£1285)
Conclusion on Monochromatic Trend Research
I was somewhat surprised by the representation of monochrome within the marketplace. The high end designers i had researched prior to our trip to London did not have the items i expected to see, in fact i found monochrome to be represented poorly within the higher market. It was the middle market where i found the greatest selection, lots of stripes, blocking and geometric print available across many styles. With the mass market it was mostly stripes to be seen. Overall though i did not see a lot of monochrome within stores, perhaps they had yet to receive the stock or probably more likely would be that buyers have concentrated more this season on the summery feeling themes such as candy colours, which i must say i did see alot of.
