# Fantasy Fete Fashion The Swash London SS13 Collection is Full of Imaginative Indulgences By Meghan Young | Published 2013-06-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/swash-london-ss13 References: [fashionising](http://www.fashionising.com/lookbook/b--swash-london-ss-13-look-book-58161.html) & [swash](http://www.swash.co.uk/) Full of fun fantasy and sweet feminine details, the Swash London SS13 collection is sure to conjure up images of childhood memories and hazy vintage scenes. The [whimsical illustrated prints](https://www.trendhunter.com/trends/fioretta) is what gives the designs its magical appeal. Of course, the use of [soft pastels and loose silhouettes](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection) doesn't hurt as well. Shot in studio against a dove grey backdrop, the Swash London SS13 collection has been dubbed 'May Day.' Instead of sounding off an emergency call, however, the fashion line simply alludes to its [appropriateness for springtime](https://www.trendhunter.com/trends/splendid-srping-2025). Creative directors Sarah Swash and Toshio Yamanaka indulged their innocent imaginations when designing the Swash London SS13 collection. It's hard to say what is more endearing, the clothing or the accessories. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 83% | Activity: 72% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Fantasy Fashion:** Disruptive innovation opportunities in creating clothing and accessories that evoke childhood memories and vintage scenes. - **Whimsical Prints:** Disruptive innovation opportunities in incorporating illustrated prints to add magical appeal to designs. - **Soft Pastels:** Disruptive innovation opportunities in using soft pastel colors and loose silhouettes in fashion collections. ### Sectors Adopting This - **Fashion Industry:** Disruptive innovation opportunities for fashion brands to create imaginative and nostalgic collections. - **Accessories Industry:** Disruptive innovation opportunities for accessories brands to incorporate whimsical prints in their designs. - **Textile Industry:** Disruptive innovation opportunities in developing new techniques and fabrics for soft pastel clothing and accessories. ## Related on Trend Hunter - [Whimsical Feminine Runway Shows](https://www.trendhunter.com/trends/wild-rose-sparrow.md) - [Dreamy Apparel Collections](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection.md) - [Politically-Inspired Runway Collections](https://www.trendhunter.com/trends/selkies-the-libertine-collection.md) - [Island-Inspired Summer Wear](https://www.trendhunter.com/trends/sel-de-mer.md) - [Fabric-Centric Spring Fashion Capsules](https://www.trendhunter.com/trends/sage-nation-5.md) - [Enchanting Mediterranean Swim Collections](https://www.trendhunter.com/trends/casa-del-sol-collection.md) - [Print-Focused Swim Lines](https://www.trendhunter.com/trends/fioretta.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md)