Trend agency launches 'denim clinic'
10/02/2023
The forecast for denim, says Ms Edelkoort, accompanies the entire casualwear market which is being transformed with easy fits and elevated styles. She says that denim has been losing steam in the past years in the shadow of activewear and the rising popularity of workwear. “Now, we forecast people will rediscover denim thanks to its latest constructions, fuller silhouettes, heavier fabrics and new colourings,” she said.
She went on to add that new denim fabrics will come in qualities that are stricter and calendared. The colours are darker and lighter, and more sophisticated, abandoning the middle ground of the market. Casual clothes will therefore be elevated and cleaned up, with the shirt jacket to replace the jacket, the collar to replace the hood, the button to replace the zip. At times, these items are even elegant, cut as if they are couture. Customers will include senior citizens and junior newcomers, often experiencing denim for the first time around.
A seasonless tool, the Denim Clinic is said to accompany mills and designers for the next five years. It features 21 different style trends, illustrated by key images, texts and keywords, inspiring textile samples and original colour harmonies, all designed by Lidewij Edelkoort. The physical package also features a digital image bank and Pantone references.
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