The Frankie Morello Spring/Summer 2012 'Souvenir of Italy' collection presented at the Milano Moda Donna Fashion Week is fun, young and extremely stylish. The collection tells a story of young globetrotters visiting the key sights of Italy -- Portofino, Venice, Rome, Pisa and the Amalfi Coast -- through its pieces, which were inspired by typical souvenirs such as photos, little statues and postcards.
You can't miss the themes in the Frankie Morello runway presentation, as they are boldly printed on tops and gowns or attached to models' heads as curious headpieces. This unique, witty collection doesn't follow the floral patterned themes seen throughout Spring/Summer 2012 collections; instead, it stands out from the crowd and captures the imagination and hearts of the young and adventurous.
Another recurring pattern seen in this collection is cycle couture, just like in the Frankie Morello Spring/Summer 2012 menswear collection. The skirts are short and the bike shorts are knee-length, offering the perfect inspiration to discover Italy by bike next summer.
Tourism-Inspired Fashion
The Frankie Morello Spring/Summer 2012 'Souvenir of Italy' Collection
Trend Themes
1. Travel-inspired Fashion - Fashion brands can explore incorporating the themes, culture and motifs of specific tourist hotspots into their designs to attract travelers and tourists who want to bring home a piece of their travel experiences.
2. Cycle Couture Fashion - The popularity of bikes as an eco-friendly and efficient mode of transportation presents a way for brands to provide accessories and clothing that are well-suited to this method of travel and as a convenient way to explore tourist destinations.
3. Witty Fashion - Incorporating humor and cleverness in fashion designs can be a unique way to stand out in a highly competitive industry and, perhaps, target younger clientele who are more drawn to playful fashion choices.
Industry Implications
1. Fashion Industry - The incorporation of travel or destination-specific motifs and the promotion of cycle couture fashion present a unique opportunity for the fashion industry to create a niche and attract clientele interested in fashion and travel.
2. Tourism Industry - Partnering with fashion brands or designers to showcase a specific destination's culture and sites through fashion shows/event presents the potential to promote tourism by attracting fashion-savvy millennials and innovative travelers.
3. Sustainable Mobility Industry - Working with fashion brands to create stylish, practical and functional cycling clothing and accessories would be an innovative way for the sustainable mobility industry to promote cycling for both commuting and exploring tourist destinations.