There is a lot written about the millennials and their refusal to comply to a fashion world with stale shopping malls and luxury brand stores that are closer to a museum than a fun shopping experience. In various anti-fashion manifestos the baby-boomer fashion elite complained about the ‘vulgarisation’ of fashion. And then BOOM, we now hear that millennials are addicted to fashion, which does not come as a surprise judging by the popularity of Instagram. They have their own heroes, their own refusal to adapt, their own brands and their own mindfulness in asking themselves who they are, how they fit in between gender discussions, eco-matters and race. 

New season, new colours! Against the backdrop of the positive mood, confirmed at the Lingerie Salons in Paris, this is the moment to give new colour stories a try. Dora Larsen, the successful British start-up brand by an ex Topshop buyer, is going wild with colour and it works. She also told us that in her E-shop her customers are far more courageous in their colour choice than store buyers.