The Margaret Howell Spring/Summer 2013 collection is unlike most that come of this seasonal lot. Photographer Koto Balofo made the entire production appear quite somber as she strayed away from vibrant colors, preferring instead to work with muted grey tones.
Balofo also highlighted the process of weaving in her snapshots. This comes of Howell's linens which were incorporated into many of the label's Spring/Summer 2013 pieces.
Paired with these intricately weaved clothing items are earthy accessories that were delivered to fans of the brand via strap brown sandals, loosely hanging bags and simple sunglasses. As few additions were made here, this line speaks to a natural fashion niche, one that is seldom seen by most designers.
Subdued Countryside Lookbooks
The Margaret Howell Spring/Summer 2013 Advertisements Are Somber
Trend Themes
1. Muted Color Palettes - Opportunity for designers to create fashion collections with subdued and somber color tones.
2. Incorporating Weaving Techniques - Potential for fashion brands to explore incorporating weaving techniques into their designs.
3. Natural Fashion Niche - Emerging market for fashion brands to cater to a niche audience interested in natural, minimalist aesthetics.
Industry Implications
1. Fashion Design - Disruptive innovation opportunity in the fashion industry to cater to customers seeking subdued and natural fashion.
2. Textile Manufacturing - Potential for textile manufacturers to develop weaving techniques to meet the demand from fashion brands.
3. Accessories Design - Opportunity for accessory designers to create earthy and minimalist accessories to accompany natural fashion trends.