The second edition of the combined Pure London x JATC trade show is currently underway, again featuring a mix of exhibitors – some familiar, some new to the previously separate format. Previously, a programme of seminars was a permanent fixture at Pure. That programme has now continued into this new combined show, with the event’s newest partner, Trendhub by BDA London, giving a talk on the key trends for SS25.
The talk, delivered by the agency’s creative consultant Georgia Charalambous, explored overarching lifestyle themes and their associated trend narratives, which were then replicated in daily runway shows featuring looks from participating Pure x JATC exhibitors. FashionUnited has rounded up everything you need to know about these trends, with images from the show itself.
A renewed connection with femininity
In connection with the overarching ‘Reconnect’ lifestyle trend, ‘Womanhood’ refers to a certain redefinition of what it means to be a woman. Here, definitive pieces like the power suit are given a colourful upgrade, while pieces that emphasise the female figure take centre stage elsewhere. Fabrics for this trend include ‘slinky polys’, flowing pleats and subtle sheen, while silhouettes are defined by soft corsetry, skin-revealing cutouts and dramatic draping.
Dedication to cultivation
While the last trend focused on a reconnection with femininity, this theme focused on a reconnection with the roots of fashion, with a holistic approach to design through a renewed dedication to craft. Here, the trend narrative ‘Cultivate’ takes centre stage, exploring craft as a representation of nature. As such, earthy colour palettes define this look, with brown and olive green at its heart. The uniform, meanwhile, embraces materials such as broderie, anglaise, light-wash denim and airy cotton adorned with prints such as scattered florals or soft stripes.
Augmented illusory
It would be hard to delve into future trends without talking about the influx of technology that has become intertwined with fashion itself. This concept found its way into Trendhub’s seminar as part of the lifestyle trend ‘Augmented’ and the later trend story ‘Illusory’, both of which focused on this fusion of fashion and technology.
Here, Charalambous discussed the exploration of artificial intelligence (AI) and augmented reality (AR) within fashion and their resulting impact on the world that has seen consumers seek an escape into a new reality. From the trend forecaster’s perspective, this translates into an acidic, playful colour palette of pinks, purples and yellows that appear across subtle satins, fine knits and cotton poplins. The overall essence of the trend is one that is described as “refined casual”, with a sleek take on loungewear and glossy sheers taking centre stage.
Serene tangibility
‘Serene’ correlates with the idea of a “collective consciousness,” Charalambous said, and as such is guided by minimalism and a sense of calm. The trend, ‘Collective’, is therefore a direct reflection of this, with proposals such as refined hybrid dressing, relaxed tailoring and elevated workwear, each appearing in a colour palette of seasonal hues, such as rich burgundy, beige and sky blue. Materials for this trend revolve around open knits, crinkled cottons and soft pleats, with an emphasis on avoiding structure in clothing and instead sticking to the aesthetic of simple elegance.
This article originally appeared on FashionUnited.UK. Translated by AI and edited by Sylvana Lijbaart.
Source: fashionunited.nl
