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South California-Inspired Streetwear

Noon Goons Delivers a Bright Tonal Palette for FW20

— January 21, 2020 — Fashion
Noon Goons is a fashion label based in Los Angeles and it recently unveiled its latest collection designed for the Fall/Winter 2020 season. The new lookbook features the seasonal looks and is captured in Los Angeles locally by a French female duo named 'Chaumont-Zaerpour.'

Similar to the brand's previous design work, the capsule features design elements that are inspired by Southern California. Specifically, the inspiration is drawn from the city's vibrantly rich countercultures of hip hop, punk, surf, and skating. The seasonal looks highlight quilting felt prints, and heavyweight wool adorned with plaids and checkered patterns. The collection also spotlights a fully pinstriped suit that is detailed with a velvet lapel.


Image Credit: Noon Goons / Chaumont-Zaerpour
Trend Themes
1. California-inspired Streetwear - Opportunity for fashion brands to tap into the cultural influences of a region that is rich in subcultures and movements.
2. Vibrant Tonals - New color palettes that are contrasting and stand out are set to disrupt the fashion industry's muted tone trend.
3. Quilting Felt Prints - Fashion innovators can explore the use of unconventional materials and patterns to create unique designs that resonate with consumers.
Industry Implications
1. Fashion - The fashion industry has an opportunity to incorporate cultural and regional inspirations into new designs.
2. Textile - Textile manufacturers can explore creating new fabric innovations that feature unique textures and prints.
3. Retail - Retailers can embrace bold, stand-out trends to appeal to younger generations and stay competitive in the market.
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