The circle of fashion continues to rotate season after season, but never before has it seemed so united in its behaviour. Sustainability is driving the agenda and it’s a must for companies both large and small. Consumers are increasingly demanding transparency in their supply chains and the industry must conform. The world is watching the textile industry, whose environmental impact has been catastrophic. As the second-biggest polluter in the planet after agriculture, the industry has a huge responsibility and it’s one that is being taken seriously.
In recent weeks we have seen Burberry chastised for burning excess stock, and yet according to Dow Jones, the company was recently crowned the most sustainable in its manufacturing policy. H&M, Inditex, Asos and other super brands are taking action, having pledged to improve their supply chain but the process is challenging, and the world is watching.
Designers, retailers, buyers and manufacturers must work together to bring about the seismic change that is required. This is not going to happen overnight, nor is it going to happen without regulation. “Fashion shouldn’t cost the earth,” says UK MP Mary Creagh. “But the way we design, make and discard clothes has a huge environmental impact.”
Defining the products in any industry, be it in apparel, interiors or technology, is ultimately the role of a designer, whose purpose it is to create what the market will demand. Predicting what the market wants to buy next requires a deep understanding of each sector. However, there can be no doubt that sustainable supply unites all industries.
It’s been a busy September for fashion and interior designers across the globe. In Paris, the theatre of fashion, we saw Chanel build a faux beach for its s/s 19 catwalk. This symbolism cannot be ignored: models walking barefoot across a beach, complete with waves, soft golden sand and lifeguards makes a strong statement about connecting to nature as never before, to bring about change. Recycling our waste and creating products that truly offer circular fashion must now be built into the design process.
Fashion designers and the interior industry historically chose spring and autumn to launch new collections, but in our quest for newness, and the consumers thirst for instant gratification brands must now feed their loyal followers with a steady offering, demanding that new products be launched 365 days a year.
The industry has switched to a new platform and an incredibly short supply chain. That in turn has changed how we predict trends, which now focus on the next six months and not the next years ahead as in the past. In order to access design instantly, a new generation of print designers now offer their portfolios online, with instant access in downloadable, print-ready format.
Circular design and sustainability are at the core of all trends for fashion and home furnishings. As we move forward to 2019 we crave nature, time, history and calm. The products we choose to purchase must offer all the above alongside transparency in the supply chain. Let’s take a look at the key pattern trends…
Pattern clash
Print features prominently in all trends this season and it’s definitely an eclectic mix. For fashion or interiors, it seems there are no rules when it comes to the pattern clash trend.
Designers clockwise from top left: Beccy Bland; Mary Jones Designs; Renea Lynzee; Primkastudio
Centre: Renea Lynzee
Florals are both retro, natural and abstract, and stripes happily clash with animal elements. Also, ornamentals mix and merge centuries:
Nature's elements
Designers clockwise from top left: Viridian Prints; Wojtek; Lae Delvin; Viridian Prints
Centre: Cotton and Quill
Designers clockwise from left: Graphic Moda; Keighley Clay; Primkastudio; Abby Jacobs
Centre: Primkastudio
Designers clockwise from left: Primka Studio; Abhay Baheti; Divine Savages + LightupNorth; Helena Wainstein
Centre: Echoes-Oberon
Past, present or future nature is a strong theme. Exotic lives on, as does the botanical theme reflecting our need to connect with the elements.
In this season’s celebration of print there is room for everyone.
