Pure London Blog

16 Sep 2019

On trend: utility

Emma Wilder

Way back when, in September 2018, the SS19 catwalks told us one thing: utility is in. And if this year’s London and New York Fashion Week looks are anything to go by, it’s a trend that’s here to stay.

Easy to wear and effortlessly cool, it’s no surprise that we’ve seen the utility trend growing in popularity both on and off the catwalk in the past few years, with pieces like boiler suits and cargo pants reigning supreme. This no-frills look is all about practicality – we’re talking neutral hues and pockets-galore.

What makes this trend even more of a style unicorn is that it’s in season for both women’s and men’s fashion right now.

For women’s fashion, the workwear trend has taken on a seventies revival feel; the belted skirts and practical jumpsuits of second-wave feminism are well and truly back for SS20 whilst loose fitting linen shirts bring us back to the safari styles of the seventies. Meanwhile, a new wave of nineties is hitting the fashion world, with cargo and camo bringing a more military edge to the trend.

Who’s on board? Fendi, Dries van Noten, Hermes and Givenchy have all incorporated a touch of the utilitarian in their womenswear collections this season.

Meanwhile, in menswear, the trend is much more technical. There’s a decidedly more futuristic feel to the men’s styles, with wearable luggage, utility vests and plenty of hardware bringing us military-meets-sci-fi vibes.

The men’s trend also goes hand in hand with the athleisure craze, and with technical sports fabrics and mesh forming the base of the utility look, it’s easy to see the similarities. Of course, whichever way you look at it, it’s all about functionality.

Who’s on board? Specialist “techwear” brands like Acronym are leading the way, and Stone Island is putting it’s name back on the map with their Shadow Project collection, whilst Prada is bringing workwear to the runway.

Love the look? Discover the most up to date trends at Pure London this February. Join us at Olympia London from 23rd – 25th February 2020 for the Festival of Fashion.

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Source: “Everybody’s wearing utility pieces” article by Net-a-Porter
Source: “How to shop the utility trend” article by Elisa Lewittes, Forbes
Source: “5 fashion trends from New York Fashion Week spring/summer 2020 to know now” article by Julia Hobbs, Vogue Australia
Source: “How to wear the utility trend” article by Sam Higgins, Fashion Beans
Source: “Why the utility trend is here to stay” article by Mr Porter
Source: “The complete guide to techwear” by Tom Banham, Fashion Beans


About Pure London and Pure Origin

We are the UK’s number one leading fashion trade event that brings together the entire fashion supply chain, right the way from fibre through to finished ready to wear garments.

No other UK show offers sourcing and brands together, making Pure London and Pure Origin the only event to cater to all your fashion buying needs under one central London roof.

Location & Opening times:

Olympia London,

Hammersmith Road,

Kensington,

London W14 8UX

-

Sunday 9th February 2020, 09.30 - 18.00

Monday 10th February 2020, 09.30 - 18.00

Tuesday 11th February 2020, 09.30 - 16.00

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