Published 26 September 2023

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Back in 2021, we created our Fashion Directions for S/S 23. In this short report, we show how Amble was validated firstly at luxury level, and then across the mass market.

The Zeitgeist 2021

Research for our S/S 23 Directions began in early 2021, looking at the evolving zeitgeist – across the socio, cultural, political, technological and design innovation spheres – that would inform future product development. Here are some of our key takeaways.

  • The global pandemic increases demand for wellness-imbued products
  • Comfort and pragmatism are key consumer concerns
  • Nature and the outdoors are suddenly celebrated as luxuries
  • Downtime, home life and self-care take on new relevance

July 2021 - Stylus Direction Amble S/S 23

Working 20 months ahead, we predicted that a comfort-led mood would prevail for S/S 23 in Amble, where pragmatic casual styling, wellness-imbued colour and materials and soft, undulating forms defined the look, while gentle print and pattern equally offered quiet and contemplative respite.

2022 - Catwalks & Collections for S/S 23

The catwalk collections shown in September 2022 confirmed our forecast as designers and brands embraced soft yet pragmatic utility styling across all product categories alongside a palette of easy and soothing pales and neutrals. Casual oversized tailoring also featured, as did gentle dreamy print and pattern themes.

Amiri

Marant

Miu Miu

Stine Goya

Van Noten

Amiri

Marant

Miu Miu

Stine Goya

Van Noten

2022 - Catwalks & Collections for S/S 23

The catwalk collections shown in September 2022 confirmed our forecast as designers and brands embraced soft yet pragmatic utility styling across all product categories alongside a palette of easy and soothing pales and neutrals. Casual oversized tailoring also featured, as did gentle dreamy print and pattern themes.

2023 - Mass Retail

At mass market level, S/S 23 has likewise seen confirmation of our Amble direction with utility styling, soft oversized tailoring and easy resort sets being commercial winners for many brands and retailers. The soothing palette and print themes we forecast also emerged as key with muted pastels, neutrals and mid-tone combinations proving popular.

All Saints

Cos

H&M

Uniqlo

Zara

All Saints

Cos

H&M

Uniqlo

Zara

2023 - Mass Retail

At mass market level, S/S 23 has likewise seen confirmation of our Amble direction with utility styling, soft oversized tailoring and easy resort sets being commercial winners for many brands and retailers. The soothing palette and print themes we forecast also emerged as key with muted pastels, neutrals and mid-tone combinations proving popular.