Now that the fashionistas can finally hang up their stilettos as the last of the SS16 fashion shows drew to a close, it is time we reflect on what directions we can draw for lifestyle products from this bi-annual burst of creativity. Foremost in our mind is how fast brand communication is evolving, much aided by technology. From Burberry’s look-by-look preview of its entire collection on WeChat to Givenchy’s decision to open its show to over 1,000 members of the (unwashed and unstyled) public, the leading fashion brands are pioneering new ways to connect with consumers, in the process turning fashion shows from exclusive trade events targeting buyers and the press to full-on consumer-focused entertainment spectacles. This level of consumer engagement is how brands will be built in the future, something lifestyle products brands can learn much from.
Back at Do HQ we have selected some of the most outstanding collections of the season, just for the pleasure of inspiring you.
Migrant chic: the romantic look of Huguenot refugees fleeing France for the religious freedom of East London
Community support 21st century industrial style, with models carrying one another with specially designed straps
Wardrobe basics reworked and remixed to create stunningly sculptural pieces
All black with slashes of punkish accents, the master of cool deconstruction is back and better than ever
Fashion under construction (literally), with gaffer tape as the new must-have accessory
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