This Macro Trend Direction for SS16/17 is driven by Nostalgia, DIY Maker Mentality, and Faded Memories.

Using nostalgia in product design has long been a strategy by brands hoping to appeal to customers through emotion and sentimentality. One of the reasons nostalgia works in selling is that it elicits a pleasurable feeling, especially when a person is sad or stressed, as the nostalgic item or advertisement brings back memories of a better time. University of Cologne's Dr. Filippo Cordaro, who is a researcher of nostalgia and consumer decision-making, says, “On a basic level, recalling these positive memories simply puts us in a more positive mood. On a more complex level, recalling these experiences makes us feel a stronger sense of social connectedness with others."

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Above: 'The New Today' , editorial published in Philosophy Magazine SS 2015, is a mix of retro and modern pieces from Helmut Lang, Saint Laurent and Adidas among other labels. 
Photographer Nicolas Kantor's and stylist by Kathi Kauder created the concept to appeal to today's youth who are drawing inspiration from parents' closets when getting dressed in the morning.

The resurgence of Hand-Made design in today’s world of mass produced products is a welcome alternative for those seeking a distinctive and original product handcrafted by an artisan. 
The eclectic stylist Emma Freemantle's label - 'worn with love' expresses her passion for creating one of a kind pieces from treasures she finds at charity shops, car boot sales, flea markets and house clearances.

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Emma Freemantle - Worn With Love 

Craft is moving in innovative ways, thanks to a can-do, DIY attitude from the public and organisations such as The Makerversity, who provide the space and tools for individuals to make and learn. Collaborative design builds new collectives and uncovers the urge to discover and develop new roots and relationships. Artisan also encompasses the growing trend for everyday items over art, exemplified by a string of recent exhibitions that elevate the mundane and catalogue the common.


Images WGSN

Fabric & Trim Direction  - The whole feeling of S/S 16 is softer, slower and more relaxed than in previous seasons. This is achieved through the use of very traditional fibres such as linen and hemp working alongside cotton or the uptake of lyocell to give qualities a softer, more sensual feel.
From View2 Magazine #18

From View2 Magazine #18



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C.A.R.L.Y - Customer commitment Attention to detail, Reputation renew re-invent, Love for what you do, Yes can attitude