# Playful Robustly Colored Fashion The Hayley Elsaesser x Twik Collection Embraces a Candy Colorway By Kalin Ned | Published 2019-10-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/candy-colorway References: [us.hayleyelsaesser](https://us.hayleyelsaesser.com/) & [simons](https://www.simons.ca/en) Whimsical patterns and candy colorways are the main constituents of Hayley Elsaesser's approach to fashion. The OCAD U graduate has made quite the name for herself in Toronto, where her bespoke patterned clothing has become somewhat of a staple. Now, Elsaesser is reaching beyond with a collaboration with Canadian retailer [Simons](https://www.trendhunter.com/trends/immersive-holiday-experience). The partnership contributes to Simons' Twik department — a division that is geared to appeal to [Millennials](https://www.trendhunter.com/trends/cold-coffee-range) and Gen Z. Hayley Elsaesser delivers eight, playful pieces — dresses, a skirt, a pant, and several tops, that successfully communicate her design ethos and candy colorways. The garments boast Canadian-themed prints — from mountains to waves, boldly tying the clothing to the national landscape and Hayley's childhood experience of growing up across Canada in the 90s. Hayley Elsaesser x Simons will be available starting October 11th online and at all Simons locations across Canada. Photo Credits: Hayley Elsaesser, Simons ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 97% | Activity: 95% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Whimsical Patterns:** Exploring the use of whimsical patterns in fashion can inspire disruptive innovation opportunities for designers to create unique and attention-grabbing clothing lines. - **Candy Colorways:** The use of candy colorways in fashion opens up opportunities for brands to create playful and eye-catching collections that resonate with younger consumers. - **Collaborations with Retailers:** Collaborating with retailers to create exclusive collections can be a disruptive innovation opportunity for fashion designers to reach new audiences and expand their brand presence. ### Who This Affects Most - **Fashion:** The fashion industry can leverage whimsical patterns and candy colorways to create bold and creative clothing lines that appeal to a younger demographic. - **Retail:** The retail industry can embrace collaborations with designers to curate exclusive collections that attract a broader customer base and drive sales. - **E-commerce:** E-commerce platforms can capitalize on the popularity of fashion collaborations by offering exclusive online partnerships and collections to capture the attention of online shoppers. ## Related on Trend Hunter - [Candy-Inspired Tonal Streetwear Launches](https://www.trendhunter.com/trends/candy-drop.md) - [Whimsical Patterned Diverse Fashion](https://www.trendhunter.com/trends/kate-spade-and-target.md) - [Uniform-Inspired Apparel Collections](https://www.trendhunter.com/trends/back-to-drama-school.md) - [Whimsical Ethically Made Apparel](https://www.trendhunter.com/trends/iclothing.md) - [Expressive Color-Rich Apparel](https://www.trendhunter.com/trends/shein-3.md) - [Reimagined Doll-Inspired Capsules](https://www.trendhunter.com/trends/polly-pocket-x-cider-collection.md) - [Playfully Nostalgic Pink Apparel](https://www.trendhunter.com/trends/juicy-couture-x-madhappy.md) - [Whimsical Spring Apparel](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025.md) - [Opulent Holiday Apparel Lineups](https://www.trendhunter.com/trends/brunette-the-label-3.md)