Agi & Sam's womenswear line has made its official debut at the Harvey Nichols store where it will be sold exclusively. Designers Agape Mdumulla and Sam Cotton have in the past worked on menswear collections only, and their shift towards the female demographic will change the nature of their iconic brand.
The label invested time and energy into the ambitiou transition, and have entered the new market with caution, "We have always hoped we could translate quite easily from mens to womenswear, but we wanted to hold out until we felt ready enough..."
The Autumn/Winter 2012-2013 set works with mod motifs, incorporating 60s cuts and vintage patterns. Agi & Sam borrowed from its current menswear pieces which are largely inspired by time travel, evident here in the historic styles.
60s Fashion Line Launches
Agi & Sam's Womenswear Collection Debuts at Harvey Nichols
Trend Themes
1. Womenswear Lines - Designers and fashion brands shift towards female demographics, creating new lines of clothing and disrupting existing male-focused markets.
2. Vintage Fashion - The incorporation of past fashion trends, such as 60s cuts and vintage patterns, into modern designs results in a unique and disruptive fashion offering.
3. Expansion Into New Markets - Fashion brands expanding their product offerings into new markets can disrupt the traditional customer base and attract a wider audience.
Industry Implications
1. Fashion Industry - The fashion industry is disrupted by the emergence of new womenswear lines and the incorporation of vintage fashion trends.
2. Retail Industry - Retailers like Harvey Nichols have the opportunity to disrupt traditional retail markets by offering exclusive access to new lines of clothing.
3. Design Industry - The design industry is disrupted by the need for fashion brands to expand their product offerings into new markets, requiring designers to develop new styles and aesthetics.