Double D Ranch sees music and the frivolity of expression through our dress as a key trend for 2013 spring and summer. This trend is sparked by the many annual music festivals from Coachella, Lollapalooza, Austin City Limits, and SXSW and naturally appeals to a youthful generation, but is also attractive to the original generation that traces their roots back to the hazy, peace-loving Woodstock festival of 1969.
Today, music festivals are big business. They influence social, cultural, and economic levels as well as providing stages for burgeoning music acts and famous headliners.
Designers this year are looking back at Ossie Clark and Biba for inspiration and turning out festival looks with boho roots, but with a dusty modern edge to them. The look is a new aesthetic with a playful frivolity and a new form of self-expression for the junior market and a romantic nostalgia for the women's market - the ones who did it first! Today's influencers are Florence Welch, Kate Moss, Alexa Chung, and Katy Perry who all look to the past for dreamy smocks and boho western-esque outfits. So the look is a very retro-heavy aesthetic that is inspired by the muses of bygone years such as Stevie Nicks, Janis Joplin, and Patti Smith.
What we are seeing on the runway in Europe and New York confirms this festival aesthetic. Gucci and Chloe are using very luxe fabrics in fluid dreamy pieces. BCBG and The Row created rustic separates like kaftans and smocks with artisanal fringing and crochet. And for the junior market, we saw Diesel and others doing the seductive minis and micro shorts. D Squared went as far as to create an actual festival scene for their runway show complete with mud and discarded Heineken bottles! .
Photographers and fashion editors are into the festival theme as well and we are seeing magazines and publications playing with this concept. Be on the lookout for commercials filmed around band stages. In fact, ad campaigns are already starting to drop - reinforcing the aesthetic.
SEASON MUST HAVES:
"Functionality" and "fashion forward" are the names of the game for the summer festival youth market. Look for light-weight parkas and ponchos. The mature market is looking for a more bohemian aesthetic - the mixing and matching of printed fluid pieces and retro tees. The graphic and Navajo tee is a huge asset in the festival-goer's closet.
So for us here at Double D Ranch, the challenge is to take this music trend and make it relevant for our Double D Ranch customers. You all! We've done that by creating 3 Key Looks that revolve around music, but still stay true to the spirit of who we are. We call our spring/summer collection, AUSTIN MUSIC LIVE and we will define and interpret those 3 looks for you in our next post.
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