FEMME by A+A colour & style forecast
A+A Femme is presented through reinterpreted suggestions, accompanied by the right styling, accessories, colours, moods and print in contemporary stylish designs. Just as A+As remaining assortment, this edition is as well presented in an elegant and inspiring manner. The book consists of trend themes with the colour direction in original dyed A+A colour yarns, complemented by Pantone references and direction of materials and prints (as pixel-based .jpg); demo@colourhouse.se
FROM THE EDITOR
During these very tough times, as brands navigate new ideas and creations, a new aesthetic is coming to life as a poignant avenue
for escapism in all sorts of directions. More and more, brands are learning the importance of reaching the consumer on an
emotional level. Designers are struggling between a fashion that is commercial, safe, mature and that which is surreal, a bit outof-
the-ordinary and sometimes almost disturbing, inspiring consumers to dream beyond our current reality. As seasons change,
so does the canvas upon which the fashion world draws its inspiration from. 26.2 heralds a new era of fashion that is dynamic,
ever-changing and reflecting the cultural zeitgeist of the moment. As in the past, these pivotal moments are influencing the way
consumers think about self-expression and the clothing style they choose to wear. In this edition, we share with you our formula
for escaping, reconnecting and enduring these difficult times with a sprinkle of “bizarreness”, an injection of authenticity, a
symbiosis with nature, nostalgia for what once was, and the discovery of the inner child in us as well as all the other beautiful
adjectives you will read about along the way. In a moment in time where different eras seem to co-exist all at once, we dedicate
and want to give equal importance to all of them, believing that what’s new and yet to come, is actually a combination of all these
ingredients and more.
KEY THEMES FOR 26.2
SUR-REALIST
The theme is pop, fun yet strong, feminine and challenging. A real southern attitude. Black and white optical games, elevated by
golden metallic details, create surreal prints. The volumes are massive, big, bigger. Extravagant yet always dramatically elegant.
Rouches and frills adorn blouses and shirts. Jackets like boleros are embellished with rich embroideries, blinking an eye to the
most traditional rococo decorations of southern Spain and Italy.
Keywords: Bold Ballerina, Muchacha Moderna, Caliente, Flamengo Couture
OH MAMA I WANNA GO SURFING
A sportive theme with a carefree spirit. A “forever young” kind of mood. Inspired by a sort of surf and skate culture, beach days
and suntans. An aesthetic that is ageless, attracting enthusiasts from all walks of life. A theme that captivates the essence of a
laid-back, adventurous lifestyle, away from all the heaviness of these times, blending functionality and sense of freedom and fun
Keywords: Ageless Aesthetic, Care-Free, Seaside Escape, Casual-Sporty
MONUMENTAL
A statement theme. Seeking inspiration from the mineral world. Avant-garde but with a strong allure and wide range of
monochromatic greys. A sort of brutalist theme that is elegant and refined. The textures and materials seem to grow from stone
with their unique cuts, shapes and rough edges. A bit raw but also extremely crafted, artisanal yet innovative. A very genderless
theme that seems to emerge from a dystopian future where the garments protect and envelop us from the conditions of everyday
life but with incredible allure.
Keywords: Street Couture, Brutalist Elegance, Organic Camouflage, Earth-core Minimalism
ALICE 2.0
A fun theme for a young generation. An inspiration coming from a sort of playful, surreal, child-like world and theme parks. A ravelike
yet colorful vibe with some ‘00 references. This “girlhood theme” equates outward femininity with frivolity. It is for those that
are unique, a bit out-of-the-ordinary and that want to distinguish themselves from the rest. Effortlessly cool, a bit nostalgic but
also sensually fun and with a touch of novelty. Some references to “Alice in wonderland” madness for a crazy summer with no
rules and pure fun.
Keywords: Cute and Naughty, Y2k Meets Coquette, Girlhood, Contemporary Rococò
SHE LOOKS LIKE FUN
A patina of glamour for a frivolous, boudoir-ish femininity—a sort of ante-litteram coquette look with sexier undertones. We go
back to a sense of a light, spontaneous seduction, infused with a sentiment of romantic decadence and a certain fragility. In a
world permeated by uncertainty, a certain level of “badassery” is required to thrive in everyday life with garments that emanate
confidence and attitude. Colors seem melancholic, a bit somber, almost autumn-like but they are timeless. A far cry from the
macaron coyness of candy pinks and nursery blues. A sexier, more alluring beauty that is almost contradictory.
Keywords: Sassy, Boho meets Rock, Glam to Impress, Spontaneous Seduction
PARADOX
Bizarre, irrational ideas that are almost desirable, conceptual illusions, surreal, reveling in the freedom of being unshackled from
fashion rules, doing things instinctively, without reason. It parallels a time when it was only human to respond dementedly to the
trampling of order, all around us. Proportions all over the place. Exaggerated proportions that are bold, strange, extravagant.
Designers play with all kinds of cuts and shapes. Bigger is better, but smaller is also better as long as you don’t look normal.
Keywords: Sophisticated Weirdness, Playful yet Conceptual, Bizarre, Unexpectedly Oversize
