S/S ’09 Colour Trends – Finding a Balance

It was always a bit like keeping dry hay away from fire, or raw chicken away from finger food. We spent decades looking away in horror and pulling faces at the sight of the two styles matched, as if we knew best (and indeed, we thought we did). But this year a revolution is happening – a revolution that is changing the concept of colour. The nude shades are back, but this time they are matched with fluorescent colours. Yes, we can!

Out goes the black, that was always considered lime yellow and shock pink’s best friend, in come the beige, dust pink, khaki, delicate lilac, pale ecru and any other soft shade in the natural palette. No more white and shocking pink, way too safe for us 2009ers.

This new trend is intended to highlight the juxtaposition between sharp colourful florals and soft natural shades. And surprisingly enough, it works. Neon colours and natural shades really are a match made in Heaven.

In fact, this trend has been showcased for quite a while now, going through ’07 Versace clingy yellow dresses with a grey lining, or ’08 Dries Van Noten soft peach parkas and bright pink sweaters on the men’s catwalk shows. No one has been brave enough to sport such an idea in the ‘real world’ so far. But finally, here we go. Gucci has presented its latest collection with beige and bright pink and yellow traveller’s bags, and khaki jackets with superimposed bright yellow and orange flowers; suddenly everyone is wearing brights and pales like there’s no tomorrow.

You can find it on TV, in various advertisements on the back of magazines, and absolutely everywhere in the shop windows on the high street, starting from Topshop, all the way down to H&M passing through GAP and the ever-growing, ever developing Uniqlo. Even Susie has showed herself on her Stylebubble blog in different outfits showcasing the eye-catching mismatching.

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There may be several reasons why this trend has occurred. Most likely, the high fashion stylists and designers saw a need to mix the still strong influences of the ‘80s with one of the biggest staples of the upcoming ‘90s style revival. Hence the fluoro colours have become matched with nude tones and earthy, natural, soft shades.

Another reason why this could have happened is because we saw the exponential growth of the “charity shop” style, where everything is mixed and matched together in a seemingly careless manner, placing different fashion decades together in the same outfit, and therefore again obtaining the same ‘80s and ‘90s look, so the high end of the market has once again had to follow what the new trendy masses are wearing just to keep apace.

In a word, we could describe this trend as finding a balance, and this is why it looks so alluring. It is the freshness of it that attracts us, especially with the new sunny season beckoning from not so afar. We have seen more than enough English-liquorice outfits out there, and on the other hand we have now come across one too many different-shades-of-mushroom getup. Fluorescent colours and natural shades create an unexpected ensemble which delights the tired eye.

The final question is: will this trend last? We don’t know, and of course we can’t tell. But what I can state for sure is that, like everything else in fashion, it is bound to come back!

Paul Smith Creates a Limited Edition Bottle Design for Evian

The marketing news website http://www.marketingmagazine.co.uk/ reported on 5 October 2009 that quirky British designer Sir Paul Smith has created this year’s Christmas limited edition water bottle for Evian.

The French mineral water company started this new tradition in 2008, when it partnered with Christian Lacroix to obtain their first limited edition bottle design. The 2009 version of the bottle was designed by Jean Paul Gautier and this year Sir Paul Smith has been working on the 2010 project.

The renowned Brit fashion icon has created a festive-themed, whimsical-designed bottle featuring his signature stripes in vibrant colours wrapped around its neck and five different caps to collect.

As reported by the website www.luxist.com, this latest creation is also designed to echo Evian’s latest youth-oriented advertisement campaign. In the promotional video, made during the promotional photo shoot that was based in his studio, Smith said: “My whole life is about being childlike […], which means that you have a lateral mind and you’re very curious […]. That’s why this room is just full of toys, beautiful books, strange objects, good fun things [from which] you can get great inspiration. Life is about living young, being youthful and enjoying yourself everyday”. The whole video is available on http://www.youtube.com/watch?v=UzPyXPzy6ZY.

Picture source: http://www.daaamn.com/window-shopping/paul-smith-pour-evian

The bottles are currently only available for pre-ordering on www.ShopEvian.com, and will be sent out from 31 October 2009. However, they should make their way to fine dining establishments and gourmet retailers nationwide around the beginning of November. This partnership will be supported by advertising as well as PR as part of the £7m brand marketing investment for 2009.

This initiative, however, was bound to be controversial and, as predicted, it received both good and bad responses. Delphine Hirasuna published on www.atissuejournal.com “These days selling bottled water has become harder with countless brands vying for market share and sustainability proponents urging people to drink water filtered from the tap, even adding the bubbly themselves. With its designer bottles, Evian, owned by Danone Waters of America, isn’t touting how its product tastes, but how its bottles look. At US $13.95 for a single 750ml bottle and US $118 for a 12-bottle case, what consumers are buying is imaginative packaging that happens to have water inside”.

Others have commented that fashion designers are firstly artists, and that art and creativity should not be sold to a money-making multinational company like Evian.

One of the comments about this news on the Marketing Magazine website was “I thought designers were all going ‘green’ these days. This is a mistake in my book, particularly with the possible move towards 20p/500 ml on street taps in the pipeline”.

Coincidentally, other drink producers have recently embraced this trend too, such as Coca Cola with its collaboration with Nathalie Rykiel, Chivas Regal whiskey with Alexander McQueen and 1800 Tequila with its competition for new up-and-coming artists.

Paul Smith opened his first shop in London in 1987 and has been creating quirky yet classic (and therefore commercially popular) pieces ever since, his main collection being menswear. Smith was knighted by Queen Elizabeth II in 2000 after nearly three decades as a menswear icon. Since May 2008 Paul Smith has been writing a fashion blog for http://www.vogue.co.uk (http://www.vogue.co.uk/blogs/fashion-designers/paul-smith/090929-paul-smith-campaign-and-london-fash.aspx).