British fashion label YMC has announced the launch of its Spring/Summer 2022 collection, which was officially unveiled via a creative lookbook shot by photographer Laurence Ellis. According to the brand, the expansive collection draws inspiration from '70s-era counterculture leveraging motifs and style elements from groups such as the hippies, west coast bikers, anti-war protesters, and even street gangs.
As a result, looser fits, natural fabrics, and an earthy color palette act as throughlines for the entire collection. Some standout pieces include a patchwork suede jacket, a green and white paisley print coat, and a snakeskin cap. Shot in natural environments on a film camera, Ellis' lookbook perfectly captures the brand's aesthetic sensibility.
For those interested, the YMC Spring/Summer 2022 collection is now available on the brand's website for those interested.
'70s-Era Countercultural Apparel
YMC Draws From 1970s Rebel Culture for SS2022 Collection
Trend Themes
1. 1970s-inspired Clothing - Expanding on '70s era counterculture, clothing brands have a disruptive opportunity to draw inspiration from the past and create vintage-inspired clothing lines for modern wearers.
2. Earthy Color Palette - Using an earthy color palette in fashion can be a modern disruption to bolder colors, creating a new style that brings a sense of warmth, comfort, and nostalgia to consumers.
3. Natural Fabrics - Switching to natural fabrics such as cotton, silk, and wool can disrupt the fashion industry's reliance on synthetic and environmentally damaging materials, leading to a more sustainable future.
Industry Implications
1. Fashion Industry - The fashion industry has an opportunity to disrupt traditional fashion trends by infusing more vintage and retro themes, patterns, and styles into their designs and collections, appealing to a more diverse audience.
2. Film Photography Industry - The film photography industry has an opportunity to grow together with fashion brands, providing perfectly captured aesthetic sensibility product shots similar to the ones Laurence Ellis did in shooting the YMC looks, and emphasizing the vintage and retro themes that give the fashion collection more character.
3. Sustainable Fashion Industry - By shifting to natural, biodegradable, and low-impact materials and production techniques, the sustainable fashion industry can lead to a new era of clothing, reviving traditional fashion for a more eco-conscious and socially aware generation.