# Mystical Menswear The NON Fall Winter 2010 Collection Tells a Cautionary Tale By trendstop.com | Published 2010-05-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/non-fall-winter-2010 References: [the-non](http://www.the-non.com/) & [trendstop](http://www.trendstop.com) The NON Fall Winter 2010 Collection, called The Golden Dawn, is presented in a dramatic and atmospheric lookbook. The British menswear label was inspired by the magical order that was founded in Great Britain in the late 1880s, a period characterized by increasing interest in occultism and secret societies. The lookbook is both reminiscent of those successful individuals who rose to unbelievable heights, as well as those who became victims of their own creative imagination. The NON Fall Winter 2010 Collection embodies a variety of [re-contextualized styles](https://www.trendhunter.com/trends/paranoid-fw25) and culminates in an eclectic mix of shape, pattern and materials. [Luxurious details](https://www.trendhunter.com/trends/kody-phillips), velvets and subtle details promote an English eccentricity that is exacerbated through the addition of monogrammed slippers, bow-ties and oversized capes. NON is designed by Tony Spackman, previously a Design Director at [Nike](https://www.trendhunter.com/trends/anomaly-cycle) for over nine years. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 63% | Activity: 49% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### Why This Trend Is Growing - **Occult-inspired Fashion:** There is an opportunity for fashion brands to incorporate mystical and magical elements to their collections, similar to the The NON Fall Winter 2010 Collection. - **English Eccentricity:** There is an opportunity for brands to promote their products through a heightened sense of English eccentricity, as seen in The NON Fall Winter 2010 Collection. - **Re-contextualized Styles:** There is an opportunity for brands to mix and match different styles, patterns, and materials to create an eclectic and unique aesthetic, similar to The NON Fall Winter 2010 Collection. ### Industries Being Reshaped - **Fashion:** There is an opportunity for fashion brands to incorporate mystical and magical elements as well as re-contextualized styles to their collections, similar to The NON Fall Winter 2010 Collection. - **Luxury:** There is an opportunity for luxury brands to emphasize the English eccentricity of their products through the use of luxurious fabrics and subtle details, such as monogrammed slippers, bow-ties and oversized capes, similar to The NON Fall Winter 2010 Collection. - **Design:** There is an opportunity for designers to incorporate mystical elements and mix and match different styles, patterns, and materials to create an eclectic and unique aesthetic, similar to The NON Fall Winter 2010 Collection. ## Related on Trend Hunter - [Parisian Sophisticated Fall Fashion](https://www.trendhunter.com/trends/nn07.md) - [Middle Eastern-Inspired Fall Fashion](https://www.trendhunter.com/trends/act-ii-collection.md) - [Fall-Centric Dynamic Fashion Capsules](https://www.trendhunter.com/trends/undercover-5.md) - [Subculture-Themed Generational Fashion](https://www.trendhunter.com/trends/wildest-ones-yet.md) - [Timeless Sophisticated Fashion Collections](https://www.trendhunter.com/trends/fallwinter-2025.md) - [Minimally Elegant Fall-Ready Fashion](https://www.trendhunter.com/trends/studio-nicholson-1.md) - [Fall Textile Fashion](https://www.trendhunter.com/trends/home-collection-1.md) - [Jamaican Folklore-Inspired Fall Fashion](https://www.trendhunter.com/trends/anansi-rhythm.md) - [Sartorial Co-Ed Fall Fashion](https://www.trendhunter.com/trends/soulland-2.md)