The upcoming fashion season is shaping up to be very attractive. Interestingly, on the one hand, every trend has its opposing trend (e.g. feminine – masculine, body-hugging – loose, delicate colours – striking colours), while on the other, there is an extraordinary harmony in terms of details (draping, cuts, underwear inspirations). The fashion inspired by the 1980s has been replaced by inspirations from the early 1990s, which are presented from both a sexy, hedonistic and a provocatively revolutionary perspective. The crisis actually seems to leave no mark on fashion design: almost all the collections proposed for the upcoming season exude optimism and a zest for life, going hand in hand with subtle and timeless extravagances that make it possible to emphasise individual style.
Fashion trends are reflected in current jewellery designs. Shiny, oversized forms have already become a thing of the past; minimalism dominates, albeit in a luxurious and extravagantly inspired version. Stephen Bloom, creative director at the Paris-based trend agency Promostyl, sees extraordinary creative potential and new opportunities in the contemporary perception of time. However, to achieve this goal, the industry and commerce must show a certain courage to step onto new paths of development. He perceives a certain danger in placing too much emphasis on current, short-lived trends or their overly broad impact. He is convinced that even if attractively priced and trendy collections dominate at present, in the long term there will be a demand for lasting and enduring values, such as high-quality jewellery with precious stones. The diamond has always been number one – especially above a certain carat weight – but there is also a very high demand for non-standard stones, which, thanks to their rare occurrence, exceptional colours and cuts, are gaining in attractiveness and drawing attention.
Bloom reminds us that the way products are presented is also very important. It must be remembered that customers now perceive shopping as a sensory experience and expect clear thematic presentations and individual advice. Currently in France, so-called „private collections” are the most popular – prestigious brands and jewellery salons create unique, custom-made jewellery for their clients. This creates an opportunity for smaller jewellery shops, which can also offer exclusive jewellery with the best craftsmanship.
An equally good idea, and one that guarantees greater independence, is the concept store, where curated products are presented over large areas. According to Bloom, changes in current ways of thinking are also necessary when defining target groups. Although the traditional breakdown by age group no longer works, it is still necessary to be able to differentiate between customers and their needs. High quality and low quality must be clearly demarcated, as must differing styles and themes. And so, in the watch sector, unisex models are already out of fashion. Women want women's models, men want men's.
From the seminar by Irmie Schüch-Schamburek (Trendvision) on spring/summer 2010 trends, delivered at the Inhorgenta Europe trade fair.
Photo: Art7 – minimalism and extravagance will dominate jewellery