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.
Straight off the back of London’s LFWM and a look around Florence’s Pitti Uomo, the smarter jacket shape for AW18 is what I’m calling the ‘Slouchy Norfolk’.
It’s a longer jacket with a distinctive waist, and rather than the rigid and thick tweed of the Edwardians, this is more relaxed, unstructured and modern.
Oliver Spencer showed his with matching trousers in a handsome micro checked fabric, while Danish brand, Hansen Garments, featured the Norfolk’s signature waist belt and multiple pockets in a soft flecked material.
You’ll be able to wear this as a light coat and, also, instead of a smarter jacket during autumn and early winter.
Far Left - Oliver Spencer AW18
Left - Denmark’s Hansen Garments
Below - Classic Hunting Norfolk Jackets
The word of the season is 'oversized'. The bigger the better. It just means getting dressed just got easier: one item covers all, well nearly.
We've been a fan of this AW16 collection since we saw it at Pitti Uomo at the beginning of the year. Handmade in Hackney by knitwear designers Anna Wilkinson and Lindsay McKean, Cats Brothers is known for its quirky crochet and colourful knits. Putting the craft into fashion, their pieces are ingrained with humour and style and feel more art-piece than yet another fashion item with a creature or icon.
Credits - Red Monkey Jumper, Oversized Black & White Jumper, Tiger Bag - Cats Brothers, Tracksuit Bottoms - Lyle & Scott, Velvet Trainers - Russell & Bromley
Shot by Robin Forster on OlympusPEN
More images & video below
TheChicGeek talks a buzzy Pitti Uomo in Florence, how the major brands were domestic, Zegna looking around again after their foray into high fashion and why Michael Kors is the fashion brand of this decade. Enjoy!