Of all the design disciplines I believe the fashion industry has the clearest understanding of the importance of colour. Most brands have six collections a year and each needs to inject excitement and newness for the customer while reinforcing the brand image. Colour,fabrication and shape are the three elements that drive each collection forward and, with up to 85% of sales based on colour, getting the season’s colours right is vital for commercial success.
I have worked with brands in all sectors - from luxury Italian labels to value retailers. With every company and with each collection, what is important is understanding how the trends translate for that brand at that moment in time. To help companies achieve this I report, predict and track trends in colour and fabric direction. Then, working in close collaboration with the company’s design teams, I develop colour palettes that reflect the upcoming trends, updating the clothing ranges, ensuring they evolve with the season, and enhancing the brand identity.
What I love about colour in fashion is the exacting selection of each season’s hues and how these work with different fabrications. In fashion "white" comes in a multitude of tints, as do camel, grey and black. Getting these just right is as important as the season’s trailblazing highlights.