RASCALS' Loose-Fitting Clothing Draws on 80s Milk Carton Ads
Riley von Niessen — September 6, 2016 — Fashion
References: shop.rascals.dk & hypebeast
RASCALS, a brand that's based in Copenhagen, recently released a collection of loose-fitting clothing for men for its Fall/Winter 2016 season.
Throughout the collection, which is titled 'Have You Seen,' the brand reverts back to a 1980s cultural theme that saw posters of missing children emblazoned on billboards and on the sides of milk cartons. The brand explained this time as a period of "scaremongering," reports HYPEBEAST.
This theme is most obvious on a jacket that shows the name of the collection on its back, with the words "have you seen" emulating the font that's often used in newspapers. Other loose-fitting clothing in the collection includes trouser pants, shirts and a variety of fall-ready jackets and sweaters.
Throughout the collection, which is titled 'Have You Seen,' the brand reverts back to a 1980s cultural theme that saw posters of missing children emblazoned on billboards and on the sides of milk cartons. The brand explained this time as a period of "scaremongering," reports HYPEBEAST.
This theme is most obvious on a jacket that shows the name of the collection on its back, with the words "have you seen" emulating the font that's often used in newspapers. Other loose-fitting clothing in the collection includes trouser pants, shirts and a variety of fall-ready jackets and sweaters.
Trend Themes
1. Nostalgia-inspired Fashion - Opportunity for brands to tap into cultural nostalgia and create collections that evoke feelings of nostalgia for consumers.
2. Retro Advertising Style - Opportunity for brands to incorporate retro advertising styles into their designs and marketing campaigns, appealing to consumers who appreciate vintage aesthetics.
3. Childhood-inspired Fashion - Opportunity for brands to design clothing collections inspired by childhood themes and motifs, attracting consumers who seek unique and playful fashion options.
Industry Implications
1. Fashion Retail - Fashion retailers can leverage nostalgia-inspired fashion trends to drive sales, attract new customers, and create a unique brand identity.
2. Marketing and Advertising - Marketing and advertising agencies can help brands incorporate retro advertising styles into their campaigns, effectively capturing consumers' attention and differentiating themselves in the market.
3. Children's Clothing - Children's clothing brands can explore childhood-inspired fashion to create whimsical and imaginative clothing options for young consumers, appealing to parents who seek distinctive and creative apparel for their kids.
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