Trends from the fashion tradeshow

We recently checked out Margin London, the leading alternative streetwear tradeshow in the UK. Here’s a quick rundown of the major trends from the show:

Nu Rave: Nu Rave has been bubbling under for a couple of seasons now and if Margin is any indication, it won’t be a flash in the pan trend. In fact, the smiley face looks set to take over from where the skull and crossbones left off. The iconic image, created in 1971, has been developed by the trademark owners into a full collection of tees and sweats, available in a rainbow of day-glo shades, for men and women. PVC, oiled polyester and onionskin nylon in florescent shades were popular at White Trash for Cash and Miss Milne. Accessories from Fiona and Luke and Stylex were also channeling the early 90s club scene style.

Fair Trade? No Sweat!: The backlash to sweatshop labor has influenced even more new brands to operate with an ethical outlook. Traditional European craftsmanship and limited edition hand printed garments replaced cookie cutter factory goods. Revived 70s shoe brand Monbianco was a hit; available in original retro styles, the history and social consciousness of the handmade Italian footwear appealed to retailers and press. Los Cojones del Perro’s line is produced by language-restricted South African tribal workers unable to find work elsewhere. Leather accessories designer Gretchen and UK knitwear brand Vacant only use specialist factories in Europe and the UK.

New Brands To Watch: Now in its second season, the 101 area of the show continues to provide a launch pad for new designers making their debut. Particularly noteworthy was 2-in-1 shoe brand Nat-2, whose sneaker unzips to reveal a slide. Four Holes, Stunt Double and Agharta made a strong impression on streetwear retailers. Womenswear brand Emily and Fin’s collection of blouses, skirts and dresses was also very well received.

market news

LONDON SHOWS USHER IN S/S 2008 TRENDS
London, England, 10 Aug. 2007

At Margin (margin.tv), which ran August 5 to 7, a new initiative, Accessories Gild, presented a consistent slew of labels encompassing handbags, jewelry, socks, scarves and even the odd tie. A collection of abstractly printed clutches and scarves by Stateek (stateek.com), was one highlight and Punky Pins (punkypins.co.uk) charmed visitors with its clubby, quirky jewelry range.

On the apparel side, Oak Jeans (oakjeans.com) showcased its collection in the section dedicated to new names, 101. Although the label is still in its infancy and offers a limited number of styles, it is reaping the awards after being featured to great acclaim on the prime time TV UK reality show, WAGs Boutique.

The fluoro color fad, which was absent elsewhere, made an appearance at Margin where it manifested itself in the collections of White Trash for Cash and Chateau Roux, among others. (Evidently, the New Rave trend is not yet ready to put its dancing shoes on the shelf, at least in London, the club mecca of the world.)

Margin’s producers reported that attendance at the latest edition matched that of the February 2007 show, which saw a 40% increase from the prior one.

- Emma Holmqvist, London Correspondent

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+++ MARGIN LOCATION & DATES +++

The Vinyl Factory Gallery +
45 (rear) Foubert’s Place
Entrance from Marshall Street +
London W1F Venue Map online at:
www.margin.tv/map

Sunday Monday & Tuesday
5th 6th & 7th August 2007
Sun 5th Aug: 11am til 6pm
Mon 6th Aug: 10am til 6pm
Tue 7th Aug: 10am til 3pm

MENS & WOMENS CLOTHING & ACCESSORIES �
UPSCALE STREETWEAR & DIRECTIONAL TAILORING
+++ Margin is a curated event where buyers know they can find great new labels season after season and don’t have to wade through hall after hall of established brands to find directional new products to offer their shoppers.

+++ Spaces are limited to appropriate brands only that have a directional edge and something new to offer.

+++ Margin consistently welcomes key buyers from directional stores and editors from cutting-edge titles keen to keep a step ahead of the competition and who know Margin is the prime location to discover new brands + at larger events where mainstream brands take centre-stage and priority, new labels can often be an opportunity missed.+++ The Original and the best platform for new talent for over 5 years, Margin was established to help new labels reach a wider buying and press audience. Margin was created out of necessity. Retailers and Editors travel the world looking for the next big thing but are never going to find it at a show whose costs prohibit fresh talent. The main drive of Margin was to establish a show where new young labels could find an affordable and successful platform.

� AUGUST 2007 EXHIBITORS INCLUDE +++
101 APPAREL + 2D’S PLACE + AGHARTA + AMES BROS + AYAME + B^$T^&D + BABBU + BLOCK HEADWEAR + CHATEAU ROUX + CLOVER + CRAIG NATIVE + DAVID & GOLIATH + DEPHECT + DISTRICT 6 + EC STAR + EIO CLOTHING + EMILY AND FIN + FAME WILL COME LATER + FFYR + FIONA & LUKE + FOURHOLES + FUNKROCK + GAMA-GO + GRETCHEN - THE LITTLE PEARL + HICALORIE + JUNKIE LOVERS + KATALYST + KEEP CALM AND CARRY ON + LA GIOIA + LIFEPOD + LOST PROPERTY + LOS COJONES DEL PERRO + MARMALADE HO + MERC + MIMOCO + MISSMILNE + MONBIANCO + MULDOONEYS + NAT-2 + OAK JEANS + PERFECTLY FLAWED + PRETTY VACANT + PUNKY PINS + RIMO-TO + RING LEADER + RUFUS + SHEPLAND + SMILEY COLLECTION + SPUK + STATEEK + STUNT DOUBLE + STYLEX + SUNKING + TOKE + TRASHMARK + UPPER PLAYGROUND + URBAN GOD + UZI + VACANT + WENDYS + WHITE TRASH FOR CASH + YAMAMA + YUMMY INDUSTRIES +

AND MORE +++