Fashion & Beauty

The Colour Game

H&M campaign
H&M campaign

Every couple of months or so, the fashion crowd shifts shades- from pastel to navy, just in time for the changing seasons and below tolerable temperatures. However, there are the new kids on the block who don’t think that wearing seasonal appropriate shades is important. Why not wear canary in winter? Who has defined it unspeakably illegal to try wearing burgundy in spring? These mischievous types decided that there are no more rules- and that seasonal dressing is as over as wearing goth make-up past Halloween.

Of course, nothing is wrong with those who decided that they’d rather stay safe and wear the colours that regularly come out in shops every year- pale pink, blue and white for Spring and Summer, then burgundy, mustard and forest green for Autumn, and then sometimes black and silver for winter, thrown in with some sparkles to keep in ‘festive’. Some people feel it is an ode to the seasons- when the gorgeous russet and yellow colours start turning the leaves, people feel like it is right to show that they are on track.

However, who says that these season purists are correct- after all, fashion is no longer about what fits in with the crowd, but what does not. Every fashion magazine tells you to be yourself, pursue your own style and be individual. All of them state that fashion is something to have fun with and express their individuality with. However they still do suggest some key trends and staples to help you find ‘your true self’.

So how is fashion meant to adjust? Now collections do not just come out two times a year- no, there are Pre-Fall collections and Resort, meaning that designer houses are getting a regular income from collections. These work better with the regular consumer, since the fashion shows usually show items that would simply be unwearable in the time they are shown. It does not help that many items seen on the catwalk are not even available to purchase until a later date, with the exception of Burberry, who let customers buy the products as soon as they are shown on the catwalk. as well as limited edition collections, such as Nike x Liberty, which come out twice a year or so and always have new designers to bring high fashion down to the masses.

H&M have been doing designer collaborations for many years now- their latest H&M x Alexander Wang collection was focused around winter-wear, but sportswear was also a key theme. Because there are so many trends going around right now, collections are more free- there are no restrictions when it comes to colour use. So in fact there is no need for seasonal collections any more- there is however a need for creativity. Nowadays the idea behind the collection is more important than being seasonally appropriate.

H&M x Alexander Wang campaign.

Nowadays designers try to put out an idea behind their collections- and it’s usually not just a story, but also a statement. Many have now presented collections inspired by tragic events in the news, and are affected by economic issues, meaning that the once lofty world of high fashion is hit in the same way that their consumers have been. Collections are down priced to suit the customers, so why would they also make the colours of the season something that limits their clothes?

Fashion buyers nowadays don’t care if their new item will be in the right colour- they want a shape and texture that suits them, and the majority do not have to deal with extreme temperatures either, so items can be worn all year round. Fashion staples have become the most commonly worn items from designer collections. Some do still buy the items that they will only wear for one night, but the majority wants basics they can rely on to look en point.

Individuality here does not come from signature pieces, but rather from the art of putting together items that do not need hours of preparation. This does not mean that the signature, outlandish pieces should start to fade- however it may be an idea to start creating more quality, basic collections which still hold the brand signature, without the fanfare and expensive tag.

By Stylion

Writer, creative and explorer of all things Japan. Central Saint Martins graduate and fashion journalist for 1 Granary and Lampoon Magazine. Writing about all things fashion – from fashion weeks, food and technology to fake influencers, art exhibitions and cultures around the world.

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