There’s always a moment in popular culture when you can pinpoint something peaking. It’s usually in hindsight and when something goes from being cool and new to something ridiculed and stereotypical. Remember the hipster beard? This could be the moment for sportswear.
Left - The Meet Me At McDonald's Haircut
A Great Yarmouth school has banned a haircut called ‘Meet Me at McDonald’s’. The offending style features short sides with a floppy, curly mop of hair on top pushed forwards.
According to The Sun, it was inspired by a 13 years old grime artist called ‘Little T’ from Blackpool. It looks like a relative of the 80s Scouse perm and, obviously, complements the current fashion of retro looking sportswear. Add a scowl and a few sovereign rings and you’ve got a Vetements lookbook. I can already see Amazon producing these wigs for Halloween or fancy dress costumes. Just as 80s tracksuit wearing Scousers became comedy fodder in the 90s, this could be history repeating itself and what will turn the tide of this current trend.
After the recent fashion weeks, I’ve thought about how much momentum this sportswear trend, in fashion terms anyway, has left to run. Sometimes you need a replacement to push it off and other times people just get bored. I think it has until the end of the year, but we’re definitely at the beginning of the end. Denim will be back soon, no doubt, and as we see more and more examples of sportswear looking Sports Direct bad, see above, the cool will drain from sportswear faster than you can say “trackie bottoms”!
It’s fortunate they chose McDonald’s, and not KFC, as there probably wouldn’t be anybody there.
Forget snakes, it’s now sunscreen on a plane. I wanted to write this to get my head around what was new and fully understand it.
New research from the Journal of American Medical Association Dermatology has determined that the harmful rays plane passengers are exposed to can put them at higher risk of skin cancer. For pilots especially, wearing sunscreen is of paramount importance. One hour at 30,000 feet could expose pilots to the same amount of UV radiation as a 20-minute tanning bed session would. And, while a passenger certainly faces less exposure than pilots it’s still important to heed the same advice – especially if you’re sitting in the window seat.
Houston dermatologist Dr. Esta Kronberg says when you're on a plane you should always wear sunscreen to protect you from dangerous rays that you probably won't even notice. "The UVB is what causes burning and you know it and you feel it and you tan and the glass blocks the UVB but the more penetrating rays are the UVA and they do more damage," said Kronberg.
“As you are much closer to the ozone layer the sun’s rays are much more harmful,” Matt Gass, a spokesperson for the British Association of Dermatologists (BAD), told Telegraph Travel.
“UVA can penetrate window glass and penetrates the skin more deeply than UVB. UVA protection in a sunscreen will help protect the skin against photo-ageing (skin ageing caused by ultraviolet rays, e.g. wrinkles caused by the sun) and potentially also skin cancer,” according to BAD.
TheChicGeek says, "This is more reason than ever to buy a moisturiser with a high SPF and to wear it all the time. To be able to take into a plane cabin it will need to be 100ml and under. Look for products with a high, broad spectrum protection for UVA and UVB.
Simply apply a marble-sized amount to your face, as well as any other exposed areas such as your neck, chest, hands, forearms, and ears at least one hour before you fly. It’s also important to re-apply the product every two hours, especially on long-haul flights and if close to the window.
It's not often you think about reapplying sunscreen during a flight, but this is definitely something to do during a long-haul flight and to cover up the rest of your body using clothes or blankets."
Here are a few ChicGeek reviewed products containing SPF here
More ChicGeek reviewed sun protection products here
Fashion doesn’t happen in isolation. Large corporations can influence fashion and push their aesthetic through with the help of wads of cash. This, sometimes, makes the companies bigger and more money and so the cycle continues. But, a shift can often beach the whale and sportswear has thrown the preppy baby out with the bath water. Apologises.
I’ve written about the troubles with preppy before, Read more here, usually focussing on Ralph Lauren as the flag bearer, quite literally, of the look and its reluctance to change or evolve to suit the current taste in comfort and dress down.
Left - Brooks Brothers' 200th Anniversary Show at Pitti Uomo 93
That was a while ago, and with people soon to get bored of looking like a charity shop reject or a retro sportsperson, it’s inevitable that it will return.
So, we move to Florence for the 93rd edition of Pitti Uomo. Brooks Brothers is one of the chosen brands to show and they are celebrating their 200th year. Which, for any retailer, let alone an American one, is something to be very proud of.
Under the painted ceiling of the Palazzo Vecchio, a deep presidential blue curtain pulled back to reveal an orchestra playing ‘Empire State Of Mind’. So far, so good. Out came the models in various guises of preppy, yet it had been styled to mute their greatest hits. Cable knits over jackets and suit jackets tucked into trousers, it looked like a collection embarrassed to brushed with the preppy magic.
Brooks Brothers can lay claim to dressing presidents and charting the evolution of American style over the last 200 years. This should have been preppy so good that you’d bounce out of the show and be googling ‘John F Kennedy Jnr’ before you hit the cobbles of Florence’s Piazza della Signoria.
Unfortunately, this wasn't the case. This should have been a celebration of America’s 20th century power and the handsome, dashing evolution of that dressed style into preppy and the history of American fashion.
Brands like Brooks Brothers and Ralph Lauren need to push in order to return to fashion favour. There’s no point in sitting back and waiting for the tide to come back in on your style. Push preppy, push suiting, push people looking like they give a shit. There was was no fight here.
Preppy isn’t fully dead, it just needs to be really good. There are new American brands like Rowing Blazers, and British brand, Drake’s, is a perfect example. They manage to make preppy feel artistic, creative and beautiful. It’s the colours, the prints and the detail that makes you want to explore the fun and exaggerated side of preppy and, shock horror, put a tie on! Maybe.
French beauty company, L’Occitane, opened their huge - the largest in the world - new flagship store on London’s Regent Street last night. This isn’t just another standard branch, it’s spacious, has a luxurious yet homely finish and even has a Pierre Hermé macaroon counter to boot. It feels like a cross between an airport lounge and a store. It’s definitely somewhere you could happily spend time in.
Left - Upstairs at L'Occitane Regent Street February 2018
Anyway, chatting away, somebody mentioned their boyfriend had come into the store previously and was looking for hand cream. The sales assistant said it was upstairs. As he went upstairs another sales assistant came over and said, “You’re looking for hand cream?”.
Mind reading is a skill that modern retail needs. Clearly, the sales assistant, downstairs, had radioed ahead. Not only is this great service, it’s also a form of human cookies - the chain of information your internet journey/history leaves behind allowing brands to track your movements and also recommend appropriate stuff.
It’s not magic, it’s just clever data, and I, for one, don’t mind having things recommended for me or being reminded I looked at something previously. You can clear your history every now and again if it becomes annoying.
What this shows is a linked up journey in a physical store. The customer is looking for something and rather being lost somewhere on the journey or not finding what they want, the sales links became strong and would obviously have more conversion in sales with the added bonus of wowing the customer and making them feel they had received great service.
Right - The flower filled ceiling installation from above inside the new L'Occitane Regent Street store
This is what physical stores need in order to compete with online: sales assistants quickly talking to each other, directing the consumer and having that want to please and fulfil expectation.
I understand many stores are too busy, some of the time, for this type of individual attention, but many luxury brands can offer this type of service if the sale assistants are motivated. It’s about a personal, human touch, which in the future we will miss from online shopping and something that can become a physical store USP.
‘Human Cookies’, as a concept, would definitely put new meaning into a physical store’s customer journey.
I’ve spoken of ‘Fashion Saturation’ before - here’s an article I wrote in 2016 - but, now, it’s official.
According to Weight Watchers, Britons hoard £10billion worth of clothes we never wear: 588 million unworn garments are languishing in the nation's wardrobes with women hoarding 365million and men 223million.
Of the 2,000 people polled – 1,000 men and 1,000 women – 25 per cent said they plan to wear their outfits again once they lose the extra pounds they have gained since buying the items.
Okay, I know it’s Weight Watchers, and they obviously see a motivator for people to lose weight is to get into all these unworn clothes, but it’s also a signifier of the wastage and glut of clothes we have in our wardrobes.
Left - Take a leaf out of Joey's book? Maybe this will be a trend to wear as much as possible to get those unworn percentages down
Men reported wearing just 53 per cent of their clothes, with the 47 per cent of unworn items worth £5.1billion. The most commonly unworn garments were T-shirts, jeans and jackets.
One in ten respondents claimed they did not throw out unworn clothes because they were waiting for them to ‘come back into fashion’. That’ll be those bootcut jeans then!
Overall, the £10billion figure breaks down to £200 of unworn clothes per adult in the UK.
People are drowning in stuff. This is why retailers aimed at more mature customers are suffering. The Debenhams, Marks & Spencer’s and House of Frasers of the world.
People have wardrobes full of unworn clothes and adding to this pile is turning many off the idea of relentless consumption.
Retailers aimed at the younger market are doing better - Boohoo, ASOS - as these consumers are still hungry for items and also their mindset is: wear, enjoy, dispose.
The irony is the less space we have, as homes become smaller, we’re using our precious space to store clothes we’ll never wear. Okay, I understand you can’t wear 100% of your wardrobe 100% of the time, but that 47% could easily be reduced to around 15-20%. Things for special occasions or have sentimental value you’ll keep.
Just look at your wardrobe, there’s not enough days in the year to wear the amount we have.
We need to unlearn this idea of ownership and also close the loop on reusing and recycling clothes. We need processes that make clothes’ fibres easily reduced back to their raw state and then reused and those which don’t fit this process, we limit their use. We can’t simply keeping adding to the unworn pile.
Value and price are related, obviously. A high price can offer great value, and vice versa, but many designer brands are very far from this. See more here - Greedy Margins & Brand Blindness
We’re in an age where the arrogance of brands has caused many to push their prices up while lowering their quality. It’s not good enough. So, it was a nice surprise to go into the new Fiorucci store on London’s Brewer Street and see quality product at reasonable prices.
Left - Tired of shopping? Have a lie down
I’d been meaning to take a look since it opened in September. Now owned by Janie and Stephen Schaffer, who had founded the high street chain Knickerbox together in 1986, Fiorucci was one of the coolest fashion names of the 1970s. This is the first store in its rebirth.
Right - The spiral staircase up to the 1st floor in the Fiorucci store on London's Brewer Street
Founded by Elio Fiorucci in 1967, after being inspired by London’s Carnaby Street and King’s Road, the first Fiorucci store opened in Milan’s Galleria Passarella. More stores followed. In 1974, a second location in Milan, a year later in London. Then, in 1976, East 59th Street in New York. The Manhattan store becomes known as “the daytime Studio 54”. It laid down the blueprints for the concept store as we know it today.
Until recently it was just a name check in Sister Sledge’s “He’s The Greatest Dancer” song. But with Halston gone, Gucci overloaded, it’s, now, all about Fiorucci.
We’ve seen many brands from the 1970s try, and, generally, fail to make a comeback. Ossie Clark never quite made it and Biba stuttered and became an in-house brand at House of Fraser. Many brands make the mistake of trying to carbon copy what was then rather than taking the best bits and thinking about a contemporary shop or experience.
The new owners of Fiorruci have done this really well. The shop has that disco, playground feeling yet still feels sophisticated and the product all seemed to be Made in Italy of decent weighted fabric and excellently priced - £80 for a T-shirt and £140 for a sweatshirt.
Left & Right - More images of the first Fiorucci store as part of the brand's rebirth
While £80 is a lot for a T-shirt to many, when you compare it to £250 for a Gucci one that is so thin you can see your hand through it, it seems great value. I’m not sure who is doing their manufacturing, but it looked like the reason why you buy Italian-made clothes.
At these prices it’s something you can get involved and have fun with. Young consumers will be able to afford it or at least save up to it. They are positioning the brand for the long term, looking for repeat custom and offering their consumers something decent for their money. I know if I see a guy in a Fiorucci T-shirt I’ll want to go over and speak to him. It’s cool.
Go check it out next time you’re in Soho.
Walking into Topman’s Oxford Circus flagship, a couple of weeks ago, there was a collection of bought-in brands such as Nicce, Le Coq Sportif and Champion, in an area on the first floor. All familiar, all offering the current taste for branded clothing.
Left - Vision Streetwear - Scarf £30
There was a large section for a brand I hadn’t heard of called “Vision”. All Balenciaga-type logo tops and branded football scarves, the product was good and definitely where we are right now and what guys want to buy.
I always like retailers to surprise me and give me things I hadn’t heard of before. I just thought it was a street/sportswear brand that was yet to jump onto my radar.
I went to the Topman SS18 press day, the following week, and there was a special area for “Vision” and, then, the penny dropped: this must be an in-house brand.
It’s clever. It allows brands to do something different, have a clean creative sheet and for it to be detached from the parent brand. It can also, unlike the main brand, be disposed of the minute it starts to wobble. Easy come, easy go.
People are much more open to fresh brands and this is the future for high-street retail. Secretive in-house brands, that look like they’ve been created by a young, dynamic group of creatives rather than be tainted by the connotations of the parent brand. TK Maxx have been doing it for years.
And this takes me to HIIT. A new sportswear focussed brand under Burton’s umbrella. I’m much more likely to get excited about HIIT - it looks really good BTW - than “Burton Sportswear” for example. It also allows the people who work there to push it and be very current without a buyer in the background wailing “It’s not very Burton, is it?”.
Right - HIIT Available at Burton in January 2018
It also allows it to be stocked by third parties such as Zalando and ASOS. It stands on its own right and when its life cycle is over it can be shelved and a replacement or alternative waiting in the wings.
I’m calling these “Russian Doll Brands”: brands within brands offering a new niche and more fashion forward or specialised clothing.
What these do is represent the shortening lives of brand and how they can easily come and go and also, it’s a step away from “collaborations” which many consumers and brands have grown tired of.
Correction - Vision is owned by Authentic Brands Group, a brand development, marketing and entertainment company, which owns a global portfolio of lifestyle, sports, and celebrity and entertainment brands. It is exclusive to Topman in the UK and US, but not in Japan.
At a recent press day, previewing the new SS18 collection from the Swiss brand, Bally, I got thinking about how you can slip between the gap. Bally has followed the Gucci model of Wes Anderson statement pieces in bold colours and look-at-me graphics and slogans. But, Bally’s problem is, it isn’t Gucci, and just doesn’t have the attraction as a “name”- I actually like it more for this reason. Therefore they can’t charge the prices Gucci ask and sell in the volumes too. They also have another issue, well, it’s actually a good thing, they are offering a quality made product.
Left - Gucci Cruise 18
I’m going to call it out. Gucci isn’t good quality. I like Gucci’s ideas, I just don’t think it’s executed to reflect the prices they charge. I’m not naive, I know luxury goods have huge margins, but there’s margins and then there’s margins. No wonder Gucci’s profits are through the roof, they are making products that aren’t as good as they should be in that price category.
There’s enough Gucci out there, now, to hear of plenty of quality control issues: shoes than run in the rain, tiger patches on jeans repeatedly fixed, leather belts that feel like a free school belt. It’s not just Gucci doing this, but they’re the label flying high and drawing in the masses. They are also creating complicated product that requires time and a level of expertise to make it well and quickly shows its quality.
The article said “Balenciaga has stolen Gucci’s crown to become the hottest brand in fashion. According to the latest data analysed by BoF in partnership with search platform Lyst — which tracks 4.5 million data points per hour from over 65 million annual consumers, five million products and 12,000 brands — the Demna Gvasalia-designed brand climbed two places to top the hottest brand ranking in the third quarter of 2017.”
Right - Bally SS18
The feedback on Twitter, from many passionate people, was that they wanted Gucci and couldn’t understand this. It must be wrong. Clearly, Gucci is still in demand and they need to maximise this while they can, but this quality issue will speed up their “hot” lifecycle. People will question what they are paying for and many will feel cheated. The fashion crowd are already over Gucci.
A friend recently had a scarf, retailing, probably, for around £400, and it was so thin, it was clearly nowhere near the best quality scarf of that type. It’s almost laughable, and while people have “Brand Blindness” it’s okay, but you free-fall quickly after without quality. Quality makes people return to a brand.
And, this takes me back to Bally. Currently looking for a new owner, they need to decide whether to offer quality and an acceptable price or chase the higher margins, slash quality and see what happens. They’ll never be a Gucci, but they can clearly maximise sales, but increasing margins like many of its competitors. It'll be interesting to see who the new owner is and which direction they decide to take.
Oxford Street is the main artery linking west and central London. Everything goes through it: either sucked or pushed out the other side. You can spend hours on the bus thinking you’re on a magical mystery tour rather than a straight road bookended by two Primarks.
Well, “radical” plans are afoot, there are plans to pedestrian Oxford Street from December 2018. Admittedly, only half of it, at first, but this is going to be the retail equivalent of the smoking ban. You think it’s never going to happen, then, all of a sudden, it’s happening and everybody is on board and it’s the best thing that ever happened. The End!
Left - The "Posh" end gets the first pedestrianisation treatment in December 2018
No doubt this has been speeded up by the ridiculously poor air quality along Oxford Street and the need to separate people and vehicles due to terrorism, but this is really exciting, nonetheless.
The section of Europe’s busiest shopping street between Oxford Circus and Orchard Street - that’s the corner of Marble Arch M&S & Selfridges - would be the first to become "predominantly traffic-free". However, north and south routes across Oxford Street will be retained after businesses and locals raised concerns about gridlock on nearby side-streets.
The plans would also see cyclists being forced to dismount on the pedestrianised stretch. The plans are designed to address concerns about rising numbers of traffic collisions, pollution and overcrowding. The proposals for the traffic-free Western section include new seating areas and raising the existing street to pavement level to make it more accessible. An 800 metre-long work of public art, acting as a centrepiece along the entire length of the pedestrianised section, could be commissioned. There will also be new public spaces, cycle lanes, improved pedestrian crossings, wider pavements and extra taxi ranks across the wider West End.
The first pedestrianised section will coincide with the launch of Elizabeth line services - and increased visitor numbers - through central London in December 2018.
Let’s be honest, the current Oxford Street isn’t a place you hang about in. You get in and get out. It’s not somewhere you can wax lyrical to tourists about either as it's slightly embarrassing and a busy mess. These plans can transform it from not only the busiest but the most attractive streets in the world. They need to have a contemporary concept and a "vision" - maybe ask Thomas Heatherwick? Or a competition to showcase the best of British architecture and design? - and really think differently rather than a simple repaving and adding extra benches. Let’s make this the centre of British fashion and style. Let’s celebrate our leadership in these areas. Fashion week outside Selfridges? Shopable shows on the retailers' doorsteps? The greenest street in the world? Cafés all along? Street theatres? Christmas markets? A street that comes alive after the shops close? This has so much potential and could be just over a year away. Exciting times.
Arguably the biggest fashion collaboration of the year, every year, H&M are masters of creating hype and buzz with whomever they choose to tie-up with. This year was the turn of British/Canadian designer, Erdem Moralioglu, just don’t ask me to say his full name, so they stuck to just “Erdem”, luckily, and they approached things differently.
Left - Short Sleeved Shirt - £69.99
Usually you don’t get to see the full collection with prices before the big reveal, and often the collection is a seen as a “greatest hits” type homage to the brand rather than bang-on-the-fashion of the season or what customers are currently buying.
H&M held a preview fashion show in L.A. a couple of weeks ago to selected press, they released images and prices of the full collection and they held a preview shopping evening for press and the public the evening before it hits stores, this week, at the glamourous and spookily beautiful Freemasons' Hall in Covent Garden.
Erdem has never sold menswear before so it was a first, and his floral signature is definitely in vogue, ATM, thanks to Gucci. This collection is basically H&M’s nod to Gucci’s current aesthetic and hedges their bets with a public who may not know the Erdem name or care.
The queues for Freemasons' Hall was full of London’s fashion folk. Once inside it was a frenetic grab for items people came specifically to buy. There was no time for browsing.
Right - If you missed or couldn’t afford the Burberry Tudor ruffle neck white shirt, here’s Erdem’s version - £49.99
When you see designer, Christopher Kane, amongst the hubbub of rails and elbows, you feel it won’t take much for his name to be in the running for next year’s collab. (Which would be very good BTW).
After the initial buying panic, the coats and tailoring didn’t seem to be very popular. It was the silk and floral pieces that people wanted and they quickly disappeared. Silk pieces seem to be very much in demand right now - See my favourite from Pretty Green - here - and checking on H&M's UK website you can’t even view the Erdem, page.
This is the right collection at the right time. People are going to be bored of this Gucci look pretty soon, so they’ve timed this collaboration right. The florals aren’t particularly standout, so don’t scream "Erdem X HM". They’re not that memorable which will work in their favour and, let's be really honest, men can never have enough floral silk pyjama sets!
Read ChicGeek Comment Erdem X H&M Menswear here
Left - Pyjama Top - £79.99