The Fred Perry and Thames collaboration for the Spring/Summer 2018 season features classic silhouettes and striped detailing in a preppy fashion collection. Titled 'Fifth Wheel,' the capsule consists of 13 original pieces that have been inspired by the British labels' archives. From functional tennis skirts and dresses to sun-shielding visors and fitted bomber jackets, the Spring/Summer 2018 collection embraces the design cues of tennis as a culture.
Thames founder Blondey McCoy states that he "was bored of skating in t-shirt" and that is why he turned to the classic Fred Perry short-sleeves—an iconic silhouette that transcended the tennis court and has established itself in other spheres of society.
The preppy fashion collection boasts the type of youthful vibe in accordance with sport and after-school hang-outs in bowling alleys or the arcade.
Youthful Preppy Fashion
Fred Perry & Thames Co-Created a Preppy Fashion Collection
Trend Themes
1. Youthful Preppy Fashion - Continued collaboration between classic brands and youth culture creates new opportunities for preppy fashion collections to modernize and appeal to younger demographics.
2. Sport-inspired Fashion - The use of athletic motifs and designs in fashion continues to be a trend, creating new opportunities for collaboration and design innovation between sports and fashion industries.
3. Heritage Brand Revival - Collaborations between heritage brands and contemporary designers or influencers allows for the revival and modernization of classic styles to appeal to new and younger audiences.
Industry Implications
1. Fashion - The fashion industry can utilize the trend of sport-inspired and preppy styles to create new collaborations and designs that cater to younger demographics.
2. Sporting Goods - The sporting goods industry can continue to collaborate with fashion designers and brands to create new and innovative designs that appeal to both athletes and fashion-conscious consumers.
3. Retail - Retailers can capitalize on the trend of heritage brand collaborations and sport-inspired fashion by promoting and marketing these collections to appeal to younger consumers and generate buzz and sales.