Soft Sentimental
This soft and feminine trends uses pastel colours across lingerie fabrics and design with complementary packaging to take your brand to the next level.
Romance certainly isn’t dead this Valentine’s Day as the fashion industry embraces everything soft, fluffy and romantic. Combining femininity with functionality, this trend is all about pleasing one’s senses with delicate fabrics such as silk, satin, and knitted yarns wrapped around the body for the ultimate cosy vibes, topped off with embroidered lace trimmings for that elegant vintage finish. This trend capitalises on the increase in consumers looking to incorporate their underwear as outerwear, moving away from strong and sexual products that feature leather, latex and tough hardware features spotted throughout 2022 in favour of light and airy fabrics which hint slightly towards bridalwear. The palette for this trend is more muted with pastel and natural tones shifting to become the focus with a sprinkling of floral motifs, reflecting the soft and delicate mood of this trend. Let’s explore your sentimental side and dive deep into this dainty and sensual trend taking the industry by storm.Â
BRANDING
Brands hoping to resonate with their target demographics in 2023 need to explore more authentic ways to connect that feel more intimate, genuine and bespoke, inviting them into their physical world rather than just the digital. Taking your consumer on a sensual journey with your brand is extremely intimate, and by using silken drawstring bags, delicate ribbons and embossing within the packaging you can engage your customers’ senses more fully. This creates a physical and emotional response to your brand which becomes a more memorable and positive experience for the buyers than simply tearing open a plastic bag. Small details that feel personalised in your packaging such as cursive fonts that mimic handwriting, line-drawn illustrations, or faux wax seals humanise your brand, implying that a person puts those details there very carefully for the customer. This encourages repeat business and creates a stronger bond between the consumer and the brand as the transaction appears more intimate and personalised. These physically engaging details that appear handmade also nod to a more romantic past which exploits buyers’ nostalgia for a simpler, less tech-heavy period. Include ultra-feminine motifs such as butterflies, hearts, and flowers in delicate and dainty art styles to give your brand that whimsical and youthful edge consumers are searching for.
FABRIC & PRODUCT
For this trend, your fabric choice is instrumental in crafting that romantic and cosy atmosphere that consumers are craving. Use silk, satin and lace to create a luxurious vintage finish to your products that are soft to the touch, or you can give consumers a more textured experience with bouclette, snarl or crimped yarns that will leave buyers unable to stop running their hands up and down their bodies. Use silky smooth fabrics that engage the senses for loungewear that can transition fluidly from the bedroom to the bar. Incorporate feminine lace finishings and youthful lettuce-edge trims inspired by the incredibly romantic Regency Period, popularised by Netflix’s Bridgerton to exploit customers’ sense of touch. These small details are also very typical to bridalwear without being too on the nose, which again exploits consumers’ desire for romance and expresses unabashedly feminine notions. Also taken from this period in history is the colour palette, with pale yellows, blues, light purples, rose and pastel greens that mimic watercolour paints used in loungewear and lingerie for a sweet and dreamy effect. Delicately thin floral patterns and dainty ditsy patterns can also be used to add more colour and visual stimulation for consumers, without overshadowing the product itself. These patterns are also very soft and youthful, heavily popularised in the 1990s which will also utilise consumers’ nostalgia for a less digital world.Â
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