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S/S2020
CASHOTT
LAURIE
AIRFIELD
MARC CAIN
COSTAMANI
BY BASICS
SKOVHUUS
CASHOTT
PRINCESS GOES HOLLYWOOD
Trend expert Anja Bisgaard Gaede from
SPOTT highlights two fashion directions for
next summer. The first direction is simple,
the other one wild and creative. The second
direction is packed with strong colours, lots
of them and in many combinations.
NU has asked Anja Bisgaard Gaede to elabo-
rate on the background behind the two, con-
tradicting directions.
- The fashion scene is currently filled with
contradictions. The publication The State
of Fashion 2019 from Business of Fashion
& McKinsey shows how young women con-
ADIA
C-RO
sider their clothes old after only a couple of
times use.
Online shopping for fast fashion is on the
rise. At the same time, second-hand stores
show strong sales numbers, and many
people are deeply concerned about the earth
and the environment. When asked in sur-
veys we often respond with pro-environment
and sustainability-orientated sentiments, a
desire to reduce our air travel and so on. In
reality, however, there is a discrepancy bet-
ween our behavior and our stated attitudes.
There is no sound logic here, the trend expert
starts off. Consequently, she is not surprised
to witness an array of different trends when it
comes to colours, styles and materials.
Anja Bisgaard Gaede especially calls at-
tention to two opposing trends, the first of
which is characterized by subdued colours
and a strong focus on white and sand tones.
The second trend is packed with colours, a
relaxed holiday feel and retro vibes.
Alongside the two main trends, there is
another direction aimed especially at the
younger audience, which draws inspiration
from digital worlds and physical sports such