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Retail Narrative: Groovy Times

credits: Lunaloggia – @monki – @latecheckout.issalifestyle – @kiersay – @amormia_studio – Tara Jarmon – @lehoczkynoemi79 – Maje – Damson Madder – Mango – @lisasaysgah

« Play it funky » The first days of spring are around the corner and wardrobes are easing up with a distinct retro vibe this season. Driven by strong archive references to the 60s and 70s the groovy trend speaks to a generation that desires to express its identity more freely than before. Reminiscent of a time that broke away from norms to celebrate the self and a new sense of freedom this trend provides consumers with visual references for their own break-through moments. As the restrictions of the pandemic keep dissolving and a heightened social spirit emphasizes inclusivity and community, these vibrant styles are celebrating freedom for clothing in a similar way. Today, consumers are still putting their wardrobes back together and engage in revenge-dressing to feel good, giving space to more fanciful pieces for SS22. The dressy character of disco-ready styles is adding such a celebratory feel to new favorites. From flared pants, jacquard knits and fun crochet tops to halter necks, contemporary styling embeds the vintage look in contemporary narratives now.

Related Must-Haves

Energizing Tangerine

+20%
INSTAGRAM

« Vitalizing Hues » Tangerine shades are taking over from medium greens, which were overpowering across social media. Now feeds and 2022 spring drops are showcasing another favorite: juicy orange. Due to its warm character, the energizing color is incorporating a distinct 60s and 70s retro vibe. Resonating fun and energy, the bright look seems slightly digitally infused due to its almost unnatural level of brightness. The SS22 key color  is guaranteed to add an upbeat feel to awaiting spring and summer days.

Greenscreen

-3%
INSTAGRAM

« Greener than grass » Greenscreen shades have been a popular color choice since the iconic Bottega Veneta collections of the past years. The shade has moved from being a fashionable influencer-favorite into the role of a strong commercial style. The medium green shade reminds us of green screen rooms, juicy botanics and vibrating nature. Those connotations integrate well into the 70s mood of liberation, music and funky TV shows.

Retro Interiors

+144%
INSTAGRAM

« More than a pattern » Overall, the funky trend builds strongly on prints of iconic interior and wallpaper designs. Through vitalizing pops of color, consumers’ optimism towards the awaiting sunny days is replicated. From swirls to repetitive geometrics or floral interiors, the retro prints are evoking ironic and quirky feels. Edges are rounded for a more fluid and organic effect, while hyper-geometrics can even tap into kinetic and psychedelic visual effects here.

The Matching Set

+56%
INSTAGRAM

« All-Over Energy » On a mission to make you feel good, matching sets are the must-have of the season. Sitting somewhere between floral and geometric prints, all-over sets are quoting iconic interiors and add a joyful twist to post-pandemic wardrobes. While 70s style references have already been part of design narratives over the past seasons, SS22 seeks to boost those familiar styles to a more energized look. From the caf  to the party, the new must-have proposes a versatile piece for multiple occasions. Full-looks enhance the distinctly nostalgic, slightly ironic feel of hyper geometric designs to remind us of the fun associated with the good old days. Matching sets have shown to be a strong favorite across past runway shows and on top influencers’ feeds, showing a growth index of +56% across Instagram. For a SS22-ready set, the go-to material choice are jacquard knits. Knits perfectly balance comfort and creativity and allow feminine fluidity and movement within the trending long-line silhouette. This season, the matching style is best adapted in high-waisted flares and combined with slim fit tops. For the most fashionable choice, long button-up tops create cardigan-polo hybrids that create a more dramatic look.

The Clog

+15%
INSTAGRAM

« Retro Hybrids » Should the clog be considered as a new wardrobe essential? According to Spring 2022 collections, it certainly should be. Across the season’s runway shows, platforms had grown by +64% in visibility, while mules increased by +125% compared to the previous year. The clog perfectly combines both of those trending elements and re-introduces a nostalgic favorite into collections. The shoe perfectly consolidates between fashion and function with ideal attributes for trans-seasonal dressing of spring periods. Apart from easy-to-wear attributes, clogs also responds to equal indoor and outdoor wearability. As a practical favorite that has already proven to withstand the course of time, the shoe appeals to more considered and mindful attitudes towards fashion purchases. But despite its practical qualities, the clog does not compromise on fashionable twists. For a contemporary look, heritage styles are now updated with oversized studs or more minimalistic outlines. Paired with jeans or knitted trousers, the trending shoe proposes serious competition to the sneaker, especially as clients look towards more curated and dressed-up silhouettes today.

The Look

Time for Fun

The SS22 mood is certainly charged with energy and positivity. Build upon nostalgia and bold colors to translate those sentiments and respond to your consumers’ needs. As the first summer and spring “post-covid” this drop is especially important to re-build your consumer relationship in a returning normal world.

Category:
Date:
10 March 2022
Tag:
#archive
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