Japanese fashion label DAIRIKU recently introduced its 'A Grow Up' collection designed for the Spring/Summer 2019 season. It is designed with inspiration drawn from the liked of Americana aesthetics and youth culture, transpiring the overall name of the capsule. The thematic shapes feature loosely cut structures and bold graphic details, creating a sense of growing up.
An example that captures this essence is the 'headband-and-suit' pairing, which pays homage to Richie Tenenbaum. The oversized shapes are meant to represent a child wearing his parent's suit, and these largely fit pieces are adorned with prints of the skyline and Harrington patterns. Additional prints include a rainbow-printed "ADULT" and "Millennials" printed on an anorak. There are also some striped patterning and patchwork accents to add a sense of playfulness to the capsule.
Loosely Cut Structured Apparel
DAIRIKU's A Grow Up Collection is Designed for the SS19 Season
Trend Themes
1. Americana Aesthetics - Opportunity for disruptive innovation lies in incorporating Americana aesthetics into contemporary fashion collections, creating a unique blend of nostalgia and modernity.
2. Youth Culture Fashion - The fascination with youth culture offers an opportunity for disruptive innovation by designing fashion collections that capture the spirit of youth and resonate with younger consumers.
3. Loosely Cut Structures - Disruptive innovation can be explored by introducing loosely cut structures into apparel designs, offering a comfortable and relaxed alternative to traditional fitted garments.
Industry Implications
1. Fashion - The fashion industry can leverage these trends to create disruptive innovations that attract and engage consumers who seek nostalgic yet contemporary fashion experiences.
2. Apparel Manufacturing - Opportunities for disruptive innovation in the apparel manufacturing industry arise as new techniques and technologies are utilized to create loosely cut garments with unique graphic details.
3. Youth Marketing - Disruptive innovation opportunities exist in the field of youth marketing, where brands can tap into the fascination with youth culture to create lifestyle products that resonate with younger generations.