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AW24 Trends from Pure London x JATC

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Bright and early Sunday morning, the first edition of the newly merged
trade show Pure London x JATC [Just Around the Corner] opened its doors to
the fashion world and with it came an influx of brands and retailers
looking to connect and converse over the latest collections for AW24.

To ensure attendees also had their finger on the pulse regarding trends
that will be dominant this upcoming season, creative director of Vesuvius,
Malaïke Ewande, opened the trade show’s seminar programme with a
presentation dubbed ‘AW24 Trend Update: A Tale of Balance and Creativity’.
During the talk, Ewande shared two overarching “mega trends” and their
subsequent micro trends that she said would be “all about balancing
creativity”, combining “individual expression and new craftsmanship” to
inspire community and bring art back to fashion.

Overstimulated

Chaos dress

Pure London x JATC runway show, Feb 2024. Credits: Pure
London x JATC.

Based on the mission of achieving “ultimate individuality”, the micro
trend Chaos dress is reliant on the motto of “the tackier the better”.
Drawing inspiration from subcultures and classicism while referencing eras
of the past, the aesthetic of this theme is heavily centred around a bold
use of textures, from shredding materials to utilitarian gathering.

Pure London x JATC runway show, Feb 2024.
Pure London x JATC runway show, Feb 2024. Credits: Pure
London x JATC.

Child’s play

Pure London x JATC trend runway, Feb 2024.
Pure London x JATC trend runway, Feb 2024. Credits:
FashionUnited.

To sum up Child’s play, Ewande described the concept as finding “a happy
place in the blissful ignorance of childhood”. Taking a departure from the
darker trend prior, this one is defined by the bold use of bright colours
and cartoon-ish silhouettes, many of which are oversized and emphasised
through lightweight textiles that Ewande said are reminiscent of “juvenile
drawing”.

Pure London x JATC, Feb 2024.
Pure London x JATC, Feb 2024. Credits: Pure London x
JATC.

Reformed Maximalist

Faux minimalism

Pure London x JATC trend runway, Feb 2024.
Pure London x JATC trend runway, Feb 2024. Credits: Pure
London x JATC.

Taking a brief departure from the quiet luxury trend that has dominated
recent seasons, Faux minimalism instead looks to a more creative and
culturally-built aesthetic that retains the elegance of its predecessor but
instead emphasises the use of quality textile. Here, Ewande highlights
illusion fabrics, contrast printed knits and materials like cashmere and
silk that continue to give a sense of luxury albeit in a toned down manner.

Monster tailor

Pure London x JATC trend runway, Feb 2024.
Pure London x JATC trend runway, Feb 2024. Credits: Pure
London x JATC.

For this micro trend, Ewande references a major shift in tailoring
influenced by the adoption of a more casual way of dressing, and as such
sportswear detailing and relaxed cuts are becoming more evident. She
elaborated that this form of tailoring was “breaking generational
barriers”, moving away from traditional rules, especially in the realm of
textiles, which are also taking on a more hyper casualisation in the form
of mismatched fabrics, such as velvets and silks.

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