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What Sold in 2021: The Year of Dress-Down, Sex-Up, Jeans, and Jewelry Leave a comment

Our Birkenstock business has been through the roof. So too Mach & Mach, which is done by two sisters from Georgia, really came up, from day one; it instantly took off. We have the shoes and are launching their clothes in the spring. Someone like LaQuan[Smith] took off. Having the digital space to tell a designer’s story can be really influential really quickly.

Sacai and Marine Serre have been really great for us. So too have labels with a dressed up but still casual feel, like Khaite. Sequins did well; the idea of things to have fun in. From contemporary, Naked Wardrobe—a bit of a skin reveal! Ulla Johnson. It’s really all about extremes, a broad range, but whatever it was that connected it expressed that sense of feeling great again.

What I’ve also seen is a shift to greater inclusivity in sizing, for both clothing and shoes. So many brands have embraced that, from ASOS to Louboutin. There’s an incredible desire to be inclusive, from denim to shoes in bigger sizes and widths, to boots which can fit a variety of calf sizes.

Were there any surprises?

I’ve not been so much surprised as taken by the breadth of expression we’ve seen: Wearing what makes you feel good, which has been affirmed by the amount of color. I’ve seen such a lot of fuchsia, turquoise, and emerald green, those bright jewel tones. It was fun to see them coming through in the puffers. And I guess a little surprised by how quickly people have gone back to suiting, not just the jacket, but everything you’d wear with it.

What didn’t connect so much?

Some of the brands which catered to a more polished, suited, matchy-matchy look. That has been slower to come back. Also, brands who tried to serve a younger audience but without staying true to their DNA.

How did the pandemic affect or change the retail experience?

I think customers have really enjoyed coming back, and they’re very purposeful in asking for help in finding a new look or a new outfit. We’ve been offering what we call 360 degree experiences: A deli concept, a Swedish village with Falljraven, special personal shopping around Simone Rocha. A ton of activations and experiences. Those have been really successful. And live-streaming events with brands and our stylists, where they can also be in store. The blending of online and offline has been very important.

Source: Vouge

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