For a summer post-pandemic, Mild Utilitarians is proposing a gentle take on the continuous utility trend, that answers to consumers who keep on diving into nature and its soothing qualities. With form and function as the new main consumer values, familiar utility based looks are updated with the soft feel of mindful living. A neutral simplicity captures the new values of mild and more nourishing sentiments, that counteract the crisis. This story proposes a feminine yet functional style for new travel adventures post-pandemic and is ideal for returning commuting needs, as office life will begin to return.
A sense of softness and timelessness evolves from the combination of comfort materials and soothing colors. Mixed with utility pieces that have shown their longevity over time this story feels very reassuring. Sustainable materials and eco-friendly dyes are a great way to translate environmental consciousness into your product, while simultaneously achieving the desired effortless, un-dyed look of this trend. Re-appreciating natural color stories, the Mild Utilitarian trend is based on a palette of Faux Beiges, updated Greens (from Olive to Sage) and sedimental shades (Beiges and Browns). This muted palette offers great potential for monochrome looks. Utility details, such as pockets, soft belting or straps, are key across all product groups. Key Pieces are garments which create versatile layering looks. Especially tailoring and outerwear categories, with vests and casual saharienne-style blazers, the idea of layering and versatility is important. For pants, the Bermuda and slightly rounded Cargo pants are bringing a more masculine and functional feel to the season. Tops are enhancing the feminine element of this story, with build-in bras and reconstructed parts or in softly draped classics like shirts and T-shirts. Less structured silhouettes and mild palettes, are enhanced through soft-touch materials, smooth leather, marbled prints, as well as subtle textures, renown twills and natural linen.