After the most recent slew of fashion weeks saw numerous ‘show-stopping’ moments such as Coperni’s robotic dogs or (di)vision’s tablecloth-dress moment, many fashion editors are criticising brands that attempt to ‘break the internet’ with theatrics rather than focusing on innovative garment design. Perhaps these avant-gardes rehearsed ‘viral moments’ no longer resonate with a market on the brink of a recession and a cost of living crisis who have grown weary of marketing tactics that seem designed purely for social media views. In any case, editors, consumers and designers alike are now craving simplicity and sophistication, with creams, beiges and greys fast becoming the hottest colours this year. Let’s explore how ‘greige-core’ (grey & beige, naturally) and its sweeping popularity with the fashion crowd is affecting the world of contour.
A return to basics with a focus on simplicity inherently feels more natural and grounded. It is no surprise that ‘greige-core’ is gaining momentum as the fashion industry continues to worry about the industry’s effect on climate change. Colourful plastic packaging, extravagant use of glitter, and high-shine non-recyclable materials don’t fly with today’s eco-conscious market, despite the appealing aesthetics. Instead, brands such as Zara, Burberry and Nike are opting for plain brown cardboard for their packaging; a more simplistic approach without the unnecessary sparkling bells and whistles which is easily recycled.
Using new manufacturing techniques, at least 40% of Burberry’s new sustainable packaging is made from recycled coffee cups and is even certified by the Forest Stewardship Council (FSC). Nike’s ‘Move To Zero’ campaign has been running since 2019, however, they partnered with a biotech company, Newlight, in 2021 to develop a carbon-negative AirCarbon; a material the sporting goods giant is hoping to incorporate into their packaging and products. The innovative material is created from oceanic microorganisms that convert air and harmful greenhouse gases into a material that can then be melted into a usable form, becoming a substitute for both plastic and leather. Athleisure brand, Patagonia, known for its advocacy for sustainable practices and minimalism, is also leading the charge in paired-back packaging that’s better for the environment. At the end of 2022, they revealed that they were implementing changes to their hangtags after customer feedback, swapping standard garment care details with a simple QR code, meaning that they can reduce their paper consumption by 60%. Removing branding can be intimidating for new brands seeking to make an impression on consumers but by going back to basics and only using what you need, you can offer customers a refuge from the hectic and busy day-to-day, whilst also reducing your carbon footprint.
Simple silhouettes, muted colour palettes and all-in-one outfits sum up the ‘greige-core’ trend in the activewear category, with a strong market desire for paired-back designs that feel sleek and sophisticated rather than bright and punchy. Popularised in the 1980s, we are accustomed to consuming activewear products in fluorescent neon, primary colour blocking and clashing patterns to imitate the quick movement and aggressiveness of working out. Since then there has been a shift in how and why we exercise, with many people working up a sweat as a form of meditation or to find a moment of peace in the hustle and bustle of modern living. As such, consumers want their workout gear to also feel more calming and grounded, dressing head to toe in neutral colours such as grey, beige, sage green and stone becoming extremely popular colourways since the 2020 pandemic.
The active dress is also emerging as a key trend for 2023 gym bunnies who want to feel chic, comfortable and clean whilst working out. With built-in shorts for modesty and free movement, the simplicity in the design of this dress which comes in neutral block colours is what appeals to minimalist lovers, plus its versatility which reduces shopping consumption. Futuristic activewear company, Vollebak offers their customers a range of neutral basics that are enhanced with innovative tech to increase longevity and durability, such as embedding ceramic particles within the material. Their garment innovation is some of the most advanced in the industry and their mission to create clothes that last a lifetime not just a season is evident in their clean colour palettes and minimalist designs.
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Our family has expanded to include a two new companies. Head to HYSCULPT for all your marketing & PR needs and get to know Bodywear Lab for design and production support!
Our family has expanded to include a two new companies. Head to HYSCULPT for all your marketing needs and get to know Bodywear Lab for design and production support!
