Officials The Twilight Saga Candy Hearts Shirt
But, as Aiken notes, it could be counterintuitive. In a market where consumers are pulling back spend, is another black sweater truly going to inspire them to buy? In 2021, consumers were all about dopamine dressing. With more disposable income post-lockdown, they were willing to take risks with fashion, buying into fun, colourful pieces, buyers agree. But once ‘real life’ recommenced and they began re-evaluating their fashion spending, the focus shifted to investment pieces and quiet luxury, which largely focused on black, dark colours and neutrals. “Darker or neutral colours always have good sell-through, because they are versatile and can be worn everyday, in many ways,” says Printemps’s Pupato. “Brands have understood the context that today, every decision is rationalised and every purchase is strategic, at both levels: buyers and final customer.” “Many consumers want to experiment with their style, but within boundaries they’re comfortable with,” says @DataButMakeItFashion’s Madé Lapuerta, who notes that navy is another important colour, with popularity in navy sweaters up 274 per cent this year. “If I love wearing just one colour, that’s fine, I can still keep my closet interesting and fresh.”Officials The Twilight Saga Candy Hearts Shirt
However, as fashion slowly stabilises after a slowdown, it’s important to inspire people to shop again, Aiken says. Brands need to consider the balance between commercial black pieces and more creative uses of colour to avoid homogenisation. At New York Fashion Week, while black wasn’t as prominent compared to the European fashion cities, Vogue Runway’s José Criales-Unzueta noted a lot of repetition between collections, as designers played it safe and shot for commerciality, creating fashion uniform pieces like black boxy blazers, navy coats and grey sweaters. While many of Miu Miu’s viral items are black or neutral, the brand shows a spectrum of colours on the runway, balancing commerciality and creativity.
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