It is re-construction time, and not just for form and function. Everything in intimate apparel needs to go on the drawing board: from garment design to retail, marketing and merchandising. Even production needs adapting to diversification and the growing number of micro-multinationals.
If a colour trend reflects the mood of the market then this boom in yellow can only indicate something good, because yellow is a sacred colour, the colour of the sun and optimism. During the first decennium of 2000 yellow was significantly on the menu and in an earlier edito we reflected on the growing diversification and very positive expectations. And then, as we all know, the financial crisis hit and the whole lingerie world went into a long cycle of range reductions, cost savings and colour was considered a risk element.
For the first time in many years we have found the London sleepwear scene in the process of revival. The popularity of PJ dressing from previous seasons is definitely the reason behind the re-orientation of a classification that was in danger of becoming extinct. We have seen major department stores reducing their sleep/loungewear departments to one or two brands. New energy now comes from commercial private label and from high-end brands, such as For Restless Sleepers, Laura Urbinatti, Olivia von Halle and newcomers like Violet & Wren, who all show that the parameters for sleepwear are not longer related to the bedroom – it’s versatility and adaptation to the contemporary wardrobe that matters. The golden rule for sleepwear success: it needs to be uncomplicated and easy, but details, colours and proportion need to conform to general fashion.
The press is full with a revival of the Eighties. Like the crazy big shoulders at Marc Jacobs, the glam and sex at Tom Ford and the masculine suits in bright colours in various collections. And then of course all those tracksuits we so hated in the eighties, but now are actually looking quite good and an attractive addition to the current athleisure wardrobe.
