The House of Fraser AW11 lookbook might make you feel a little warm and fuzzy on the inside, because it turns a range of classically comfortable looks into smokin' autumn styles.
Items like oversized ponchos, enormous scarves, high-waisted breeches and skirts that hang below the knee seldom look so good, yet this fashion label has pulled off the execution of such garments and excelled at pairing them together.
In many of the outfits, one has to struggle to see the feminine form of Emma Maclaren beneath thick layers of crocheted capes and long-sleeved knitwear. Regardless, the girl looks absolutely fabulous, and fit for any setting, whether city or country. The House of Fraser AW11 campaign will may just convert those with a preference for sleekness and structure, given how stylish cozy clothing can truly be.
Why This Trend Is Growing
- Rural Fashion
- The rise of fashionable country-style clothing presents an opportunity for fashion brands to explore a new niche demography looking for practical and comfortable outfits that are both stylish and functional.
- Oversized Apparel
- The success of oversized apparel in the House of Fraser AW11 campaign suggests that designers could experiment with new materials, cuts, and manufacturing techniques for clothing made for layering and warmth.
- Classical Comfort
- The classical and comfortable look executed in the House of Fraser AW11 campaign presents an opportunity for fashion brands to showcase versatility and create looks that are both casual and chic.
Industries Being Reshaped
- Fashion
- Fashion brands and retailers can create new product lines and marketing strategies that cater to the rising trend of comfortable yet stylish clothing, especially targeting urban and rural demographics alike.
- Textile Manufacturing
- The rise of oversized apparel and the growing trend of rural fashion is a fertile ground for textile manufacturers to develop new materials and production processes that fulfill the demand for warm, durable fabrics.
- Retail
- Retailers can tap into the trend of classical and comfortable clothing for their seasonal campaigns, showcasing their products in cozy and inviting settings to attract customers looking for fashionable yet comfortable outfits.
