Camouflage patterns and utilitarian fashion are not dead and the Fall/Winter 2019 releases of many contemporary brands affirm this notion. One of these companies is Zara who recently unveiled the offerings of its bi-annual SRPLS collection.
Aside from the cozy aesthetics, assertive outfit combinations and clear nods to utilitarian fashion, a thing to note about the release is the quality in promoting it. As frowning upon instances of fast fashion has become the norm for the conscious consumer, companies like Zara, who have long relied on this business model, need to rebrand. Aside from pledging to use 100% sustainable fabrics by 2025, the company has also focused on exhibiting quality over quantity and this lookbook is a great example.
Photo Credits: Zara
Utilitarian Fashion Lookbooks
Zara's SRPLS Capsule is Militant and Dominant in Camo Prints
Trend Themes
1. Utilitarian Fashion - Opportunity for brands to incorporate functionality and military-inspired elements into their designs.
2. Sustainable Fashion - Opportunity for companies to rebrand and promote their use of sustainable fabrics.
3. Quality Over Quantity - Opportunity for brands to shift away from fast fashion and focus on producing high-quality products.
Industry Implications
1. Fashion Retail - Opportunity for fashion retailers to tap into the utilitarian fashion trend and offer functional and stylish designs.
2. Sustainable Apparel - Opportunity for companies specializing in sustainable fashion to showcase their products and capitalize on the growing demand.
3. Fashion Marketing - Opportunity for marketing agencies to help brands rebrand and create campaigns that highlight quality and sustainability.