I got an email from Emerald Street last week that I feel compelled to share.
For all those aspiring fashion editors out there looking to hone their trend-spotting skills, here’s how it’s done…
WATCH AND LEARN
Spotting a trend is down to practise. “It will suddenly click for you,” says Stylist’s fashion director Alexandra Fullerton. “You’ll notice you’ve been seeing a lot of one thing.” For freelance fashion writer Lauren Cochrane, “It’s worth keeping tabs on anything you see more than three times.”
WATCH TRENDSETTERS
“Look at certain collections during the Fashion Weeks,” says Lauren. “Prada, Balenciaga, Céline and Christopher Kane are very influential.” Luisa De Paula, buying and merchandising director at My-wardrobe, adds: “We look at blogs and the street to see what people are wearing in real time.”
EXPECT TWISTS ON THE EXPECTED
“You will often have an idea of what’s coming up,” says Alex. “Spring/summer shows almost always feature white. The trick is to spot how it’s being done differently this year.” The mid-season pre-collections are also a good indicator of what may appear on the catwalks.
WILL IT CATCH ON?
Not every next big thing is warmly embraced by us, the buying public. “It has to translate into real life,” says Luisa. “A trend can look fabulous, but it won’t be loved if it means having to wear heels from morning to night, or if it means you can’t carry a bag.” Ask yourself, can you run for the bus in it?
SEEK ECCENTRICITIES
“It’s the sudden flash of the unexpected that often becomes big,” says Lauren. “A great example now would be Prada’s hot-rod shoes: something new and exciting that makes people sit up.” An item like that can often be one of the most copied when the high street catches on.
