Nostalgic Serenity. Crisis and shortages will accelerate the fantasy of the CottageCore and its possibilities for the countryside escape. The importance of an intergenerational link was highlighted by the confinement and opens a new attraction for making things together, the conviviality and the local. Horticool celebrates this desire for joyful and generous rurality. We shift with humor and inspiration towards gardening, cooking and crafting for a fresh & eco-friendly DIY approach to living. Snails, sunflowers and carrot bunches are invited to graphics and prints. The spotlight is on robust, recolored cottons for revisited essential workwear pieces. An outdated and timeless softness gives way to a new narrative surrounding knowledge we do not forget of an earth we cherish and of the clothes we transmit.
SS23 Men’s Trend: Horticool
Assortment: Key Pieces
Key Looks
Paul Smith
Story MFG
Wales Bonner
@bieljuste
Egon lab
@jaimetoutcheztoi
Palomo Spain
J.W. Anderson
8IGB
S. S. Dayley
New Essentials.
With searches for horticulture expanding +120% over the past year, the art of the development of sustainable production, marketing and use of high-value, intensively cultivated food and ornamental plants is manifested by a new generation. This gentler approach to life and dressing allows men to explore their softer and more homebound feelings. The trend is speaking to cohorts that look for reassurance, but similarly targets a fashion-forward client who embraces his appeal towards a subtly feminine rusticity. The trend offers potentials to explore more sustainable coloring techniques for a distinctly sun-faded and natural feel. At the same time the narrative provides core messages on environmentalism that can easily transform into bold slogans or meaningful still-lives of flowers, vegetables and other gardening images.
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7 July 2022