Image: Saint Laurent
The fashion calendar changes as our environment changes around us. The typical seasonal schedule has served the business well for decades. Designers used to present their Spring Summer collections in September, followed by an Autumn Winter drop six months later, but those days are long gone. The need for a much-needed reset in the fashion industry has been underlined in recent years. And, while we have already covered the transition to virtual fashion and its impact on traditions such as street style, it appears that another industry standard has come under investigation – obsolete fashion seasons.
Image: Saint Laurent
Despite its creative motivation, the fashion industry is very conventional in terms of business. As a result, it was regarded as imaginative when certain designers began deviating from the rules and exhibiting their variety between the two defined seasons. These were known as pre-collections, and they were frequently a designer’s ready-to-wear choices before the appearance of the more exclusive pieces. Once the concept was proven to work, everyone jumped on board, so much so that the fashion season is now divided into four major units: Pre-Spring, Spring Summer, Pre-Fall, and Fall Winter, with brands taking advantage of the opportunity to highlight and organize pieces from the two pre-collections into themed wardrobes known as “capsule collections.”
How Fashion Is Taking Advantage Of The Travel Rebound
Early Cruise or Resort collections, which date back more than a century, were simply that – separate capsules designed by designers and published between the major collections to appeal to rich clientele who vacation. However, when the cost of foreign travel decreased, the middle and upper-middle classes began to take their own vacations, and these specialized lines not only became more popular among customers, but also provided fashion companies with significant financial benefits.
“You don’t react to seasons or fashion displays; you relate to a state of mind.” Tamison O’Connor, luxury reporter, stated “It’s incredibly appealing for the genuine luxury client who views these goods as a fun way to accessorize a vacation,” she explains, “but it’s also an entrance point for more ambitious and younger consumers.”
After a year of postponed vacations and sitting at home, traveling and vacation clothing are experiencing a renaissance like no other. Consumers are seeking for apparel that will enhance their travel experience and put them in the mood for a holiday. “What we’ve heard from our consumers is that she’s thinking about going away this summer and is excited to buy beachwear and getaway items that are beautiful and enjoyable,” Anu Narayanan, Anthropologie’s chief merchandising officer, said.
A modern holiday outfit consists of a head-to-toe suit rather than just swimwear and a cover-up. Furthermore, customers want resortwear that can convey a story – about a company, a location, or its creator. Jacquemus’ 23-piece capsule collection for Spring 2023, for example, was inspired by the Sun & Sea art installation by Rugile Barzdziukaite, Vaiva Grainythe, and Lina Lapelyte, as well as the work of photographer Massimo Vitali.
The beach-themed collection was published exclusively in collaboration with Net-A-Porter and comprised summer classics of well-loved Jacquemus designs done in his distinctive, soft-colored colours. With short linen-blend shirts and mint green bucket hats, they capitalized on possibilities to engage consumers by creating a buzz around the release while remaining relevant and accessible to younger customers.
Jacquemus isn’t the only high-end brand spending big on vacation wear. Dior has collaborated with “Parley for the Oceans” to launch the next season of its “Beachwear Capsule” range in March 2022. Dior’s mission for the house is to become more eco-innovative and sustainable, and in collaboration with Parley’s stance against major ocean threats, the two brands have created a collection that includes a color palette of blue packable jackets and ochre poplin pants, with some items incorporating Parley Ocean Plastic made from up-cycled marine plastic debris and recovered fishing gear. They have not only capitalized on the current trend of vacation dressing, but they have also managed to leverage its roots as a name for trendy, eco-conscious jetsetters, just in time for a post-pandemic vacation rush.
Overall, this means that as demand for the developing resort category develops, businesses and designers must alter their assortments to meet customers’ new expectations of the sector. To that purpose, manufacturers have created collections that go beyond beachwear and summery themes. “There’s pent-up demand,” said Michael Kliger, CEO of Mytheresa. “It’s much more than simply beach and bikini.” It serves customers all year round.”
The Extensive Selection Of Vacation-Themed Capsules
With winter vacations growing increasingly widespread, it seems natural for fashion businesses to cater to colder-climate vacations. Luxury ski-wear was developed in the 2000s when brands saw the ability to sell clothing all year round. Coco Chanel, Christian Dior, and Prada, among other luxury fashion brands, began making more winter capsules expressly for ski getaways. It is still going on today, as more influencers and celebrities flaunt their Christmas attire thanks to the advent of social media. The Kardashian-Jenner family uploaded photographs of them skiing on their social media accounts throughout the 2010s, and in the 2020s, models like the Hadid sisters inspired others to buy and wear expensive ski gear.
Fendi has announced their new Winter Sports capsule collection, which includes sustainable tech-wear, luggage, and winter accessories. Cold grey, white, baby, and ice blue were sprinkled around the very technological wardrobe, sharply referencing the style of the Roman design company.
Hiking-themed capsule collections have also emerged from major fashion brands such as Loewe. They’ve teamed with performance brand On for a limited-edition capsule collection of shoes and gear for the modern explorer, taking on the big outdoor adventure. They reinterpreted long-established craft methods, bringing the handcrafted to technology items, with a focus on workmanship. The ready-to-wear garments have a distinct combination of performance and attractive design elements. Ideal for those looking for a vacation focused on the outdoors.
Overall, vacation dressing has grown in importance to brands. The allure of vacations as an escape from routine and an opportunity to try new things is fueling the rise in consumer desire for destination apparel. Shoppers are continuously looking for clothing that will enhance their trip experience, and with this new trend of vacation-themed capsule collections, designers can demonstrate their creative inventiveness while selling their items all year long. Without a doubt, Christmas capsules will return bigger than ever.