Aug 06, 2020 | By Sarah Owen
Big data meets consumer insights, Experience WGSN.
S/S 22 will be a time of cautious optimism, with the coronavirus pandemic rippling in unpredictable ways. Making careful and considered choices that offer both consistency and newness will be key. This draws us to tones that feel comforting and reassuring, colours that look at the essentials.
The second of our five key colours, in collaboration with Coloro, is the nourishing, plant based hue of Olive Oil. This restful and balanced tone has a timeless and comforting quality, and much like its namesake, makes it a great base to combine with other colours. Green is a consistently important colour, thanks to its association with nature, and with prolonged periods of isolation, wildlife and natures vitality will have a clear appeal to consumers in S/S 22.
Olive Oil is a perennial all-rounder, meaning it will have broad appeal across outdoor active apparel, workwear denim, soft lingerie sets, footwear, accessories and interiors. For menswear and womenswear, it will have particular relevance for practical, functional styles, which are gaining momentum.
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