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While globalization has made it such that fashion transcends climatic seasons, each season still brings with it some overarching trends which encompass the catwalks. As Spring Summer’13 sets in high street maven Splash by Landmark Retail Lebanon interprets the hottest trends, inspired by the sweltering summer. All about contrasts the season sports an overwhelming feeling of lightness and softness where looks are bound by eclectic styling and a willingness to experiment.
With some cracking fashion trends to wear the brand houses looks from ‘City Warrior’ to ‘Clarity’ to ‘Preppy Riot’ and ‘Ashen’ for women while men flaunt ‘Preppy Resort’, ‘Great Gatsby’, ‘Azure Paradise’ and ‘Mystical Diaries’. Taking cue from these trends ‘Fashion 365’, the brand’s campaign moves forward to reveal an all category based imagery while a connect is created with the ‘Fashion Ball’ TVC of the brand. Models sport outfits in a background that is laced with translucent balls which have various dates written on them. For the first time Splash has used augmented reality where you can connect traditional media with virtual content and view this onto a live view of the physical, real world around you.
While fashion explores newer boundaries, this season warriors step out of mythology and get into the city streets imprinting an entire collection with hints of myths and mystique. With a mix of primary colors complemented with shocking fiery reds, neon yellows and bright blues, the trend includes new active sportswear, distressed and slashed denims and relaxed separates in cotton, voile, knits. Prints and pattern dominate the looks with engineered, tribal, reptile and kaleidoscope prints. The evolution from last season has begun and new ways to wear existing trends are emerging. With a strong Oriental trend surfacing, Japanese kimono style garments in ikebana and hybrid prints, typical folds, high belts and soft samurai like shoulder padding are a favorite. The ‘Clarity’ trend also picks up on easy fabrics like georgettes, chiffons and soft knits in shades of fuchsia, citrus and ombre.
As seasonal clichés take to the runways get ready to channel pastels, pearls and monochromes. First on the trend radar are floral prints a perennial favorite which find a romantic revival. As no SS’13 wardrobe would be complete without a sugary display of pastels think whipped butter icing or sweet freshwater pearls, the ‘Preppy Riot’ trend reflects a very 60s mood. Featuring flowy silhouettes in clean lines the feel is much more grown up this season with a delicious mixture of embellishment and texture.
With a trend revolution in progress, the spring runways proved that everything really does look better in black in white. With monochrome all set to rule the roost whether in graphic prints or stark contrast blocking the collection includes pants, dresses, shirts and blouses. Last but not the least is ‘Ashen’ a dark, sensual and twisting trend that is heightened by the silhouettes of romantic long flowing lines and tailored looks Engineered stripes and checks with florals, landscape prints are foremost in this collection.
Moving on to the ohh so stylish trends for men which find continuity this season in the idea of simplicity, Splash explores ‘Preppy Resort’ a dandy goes to the beach collection where American Preppy sportswear meets color paradise. The blend captures the most eclectic colors with the resort look which transports you into a holiday dimension.Explosively optimistic for this season, deep tangerine, lemon yellow, Caribbean blue and neon are combined with pastels and men sport slim blazers paired with easy-fit shorts and pants. Color blocking, as well as pattern mixing play an important role which can be teamed with tote bags and sneakers from the Vessi Footwear to add a casual touch.
Representing the roaring 20s of America, ‘The Great Gatsby’ trend find its inspiration from an era which had a distinctive cultural edge. Capturing the mood of holiday on a private island and looking at a Sunday best kind of clothing, the trend features pastels shades where tailored play is important. White is a predominant colour in this collection and can be coordinated with its pastel siblings.
Marine inspired looks remain popular with an abundance of nautical stripes, featuring across all products categories. Classic deck looks are revived in this trend that is being referred to as ‘Azure Paradise’ through fabrics and print updates and key items include the floral swim shorts and conversational print trousers. New application of color such as cornflower blue and pine green provide a fresh feel to the trend. As global influences coming from Latin America, North Africa and Sub continent merge, the ‘Explorer’ trend is all about seeking adventure in hot red landscapes. A refined laundered look of washed earthy neutrals, mixed with deep red and olives there is a hint of camouflage and geometric prints from eastern mystic looks.
A combination of the best high-street trends the Splash SS’13 wardrobe offers solutions in terms of safe separates, accessories to covet or the colours and fabrics you surely need to have. To further keep you on the cutting edge, we have also put together a webisode on our very own Splash TV, interpreting the key looks with some gossip on what goes behind the scenes of our ‘Fashion 365’ campaign. This spring, get stylish with Splash at all its outlets in Lebanon. It is worth to note that Splash is part of the conglomerate Landmark Retail Lebanon which operates also Centrepoint, homecentre, MAX, Babyshop, Shoemart and Lifestyle.
About Splash:
Headquartered in Dubai, Splash is Middle East’s largest fashion retailer and part of the Landmark Group, one of the biggest retail conglomerates in the Middle East, India and Africa. Founded in 1993 as a single brand store in Sharjah, Splash has grown to over 150 stores and 50 brand stores across 12 countries. With an eye for the latest global trends and reflecting an everyday attitude, Splash’s ‘Fashion 365’ binds together a collection that creates a definite style statement.
Scaling new heights, Splash has taken a step forward into the world of fashion by realigning its product offering to meet the ever-changing lifestyle demands of its customer and re-instating their trust in the brand. Showcasing popular collections for men, women and teens, Splash has revamped its existing product portfolio and introduced a uni-brand concept across its stores. Offering and creating a unique shopping environment, this concept will give customers the ease of browsing through various collections, all under the brand name Splash but divided into categories like Splash Youth, Splash Woman, Splash Accessories, Splash Smart, Splash DNM and so forth. Alongside, Splash will also house a gamut of international brands under its portfolio like Lee Cooper, Bossini, ELLE and Being Human among others.
As a brand Splash believes in constantly being a trend-setter in the region and has successfully created some of the biggest and most popular brand properties/events which have now become part of the social calendar of the Region. With constant revamping of the marketing portfolio, newer forms of communication are added and channelled to keep the consumer involved. The Splash Calendar and Splash Fashion Shows are by far the most popular annual and bi-annual events in the brand’s portfolio of events.
Splash has received several significant industry accolades that include being awarded the “Superbrand” status 2012 which is thrice in a row for the brand. Also listed in Forbes Arabia’s “Top 40 Arab Brands” list, Splash has also been awarded first runner at the Grazia Style Awards 2010, as ‘Best place to Spend AED 500’. A winner of several marketing awards of great significance, Splash has recently won the Most Admired Marketing Campaign at the Retail ME Awards 2011 along with the Most Admired Retailer award.
For more details visit Splash’s website www.splashfashions.com
