Sunday, 19 November 2017

Primark SS18 - 90s Mickey Mouse Club Meets Uber-Cool Asian Streetstyle

A couple weeks ago, I woke to a frosty Monday morning. Although delayed, the cold had finally descended and I finally had to start wearing jumpers and closing my window at night. Funnily enough, it was that same day that Primark was having their SS18 press day and I walked from the cold outside into a brightly-coloured, very summery, DJ'ed lunchtime showing (with my favourite blogging pal, Emma of Ol' Green Eyes - so nice to have an event wingwoman on the reg now!).

Interestingly, I noticed, quite quickly, that their summer trends included some rather autumnal shades and plenty of jumpers and coats. The latter makes sense for dressing for Irish summers but the former reflects something I have noticed of late. Florals abound this AW and, while that over-used The Devil Wears Prada quote laments about how florals for Spring is nothing new, the predominance of them for the colder months is unusual. It seems that, as with this embracing of a pattern type so deeply associated with one season during another, this use of shades normally relegated to Autumn during SS18 reflects a desire to mix things up and question fashion "rules". In a fashion climate where "good taste" is often up for debate, this minor breaking of rules seems like a natural trickle-down progression and I, for one, rather like it.

The collection presented five different trends; Club Mix, Castaway, Mono Remix, Asian Wonderland and Midnight Cowboy. Club Mix is a 90s inspired selection of cutesy, brightly coloured pieces that look alot like what I would have been dressed in as a kid and what you would have seen on the Mickey Mouse Club.

Castaway, meanwhile, takes its influence from nautical sources with cute rope details, stripes, frayed edges and more and presents a cute yet rather sophisticated take on those marine looks that often reappear around that time of year. These are the pieces that look far more expensive than they are.

Mono Remix presents monochromatic 80s power-dressing and a continuation of those glamorous looks that we've been seeing all over as of late.

Asian Wonderland finally names an influence I've been remarking on at the Primark events for seasons now: Asian Streetstyle. Cool and funky, this was the rail that Emma labelled as the "Colette rail" and I couldn't agree more. Think cool Miu Miu-esque slides, cross-body bags, little check skirts, primary colours, ribbon details and a mix of pretty and streetwear vibes: i.e. perfection in a rail.

With Midnight Cowboy, it is another case of being exactly what it says on the tin: fringing, denim, cowboy shirts and more mixed with mismatched florals, oversized sleeves and a delicate dance between masculine and feminine.

Primark presented a more edited version of things this time around with great attention paid to more luxurious accessories and the stories behind the trends. As a result, the vision we got for their SS18 is clear and very cool. Best of all, you won't even have to wait that long as pieces begin to drop from December through to April. Right now I'm enjoying playing with layers but it looks like next season is going to be fun too.

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