Trends of the new season | SS20

Last year neon shades dominated the catwalks of London, Milan, New York and Paris from designers including Gucci, Prada and Versace. This year, expect to see this as one of the big trends in childrenswear. Dazzling neon shades, also referred to as 'day-glo' due to their brightness, first hit the fashion scene in the 1980s and like all popular trends, has made subtle comebacks at various points throughout the decades. In addition to the 1980s classic shades of pink, green, yellow and orange, modern takes on these hues such as peach, lilac and other pastel neons, are just as striking as the original day-glo shades but more toned down. From a subtle flash to full on colour blocking, happy highlighter hues are here to stay from spring right the way through. 

Logos are always popular on clothing for children as it gives products an overall sporty feel and allows kids to show off their favourite brands. 1990s influences are prevalent in many trends for 2020, and whilst he didn't invent it, designer Calvin Klein heavily influenced the logo tape trend back in the 90s with the creation of his branded underwear, using a stretch, jacquard waistband emblazoned with the Calvin Klein name that was worn - primarily above the waistband of jeans - to be seen. Tape, also referred to as 'go faster stripes' are a product of the sports luxe trend that has been around in recent years. Named for their similarity to the horizontal stripes used on sports cars, they have become popular additions to athleisure wear, in particular, jogging bottoms and leggings - the stripe serves to elongate the leg which in turn makes the trousers look more sleek. This season, the go faster stripe has merged with the logo trend to bring the same look to other clothing such as skirts, dresses and t-shirts. Key designers have chosen to incorporate this trend into their collections - Gucci and Fendi use their iconic GG and FF logos and Givenchy and Burberry - amongst others - choose to say it with words. 

Blue is always clean and fresh and this particular shade with a hint of indigo is the ultimate blue hue.  Officially named PANTONE 19-4052, the Pantone Color Institute are responsible for predicting runway colour trends which influences the fashion industry. Chosen for its timeless elegance and simplicity, the institute have compared it to the colour of the sky at dusk and picked it for its potential ability to instil calm, confidence, and connection. With the arrival of our new season drop, the colour of the year can be seen in collections of numerous designers including Kenzo, Dolce & Gabbana, Fendi and more. 

Sustainable fashion is the buzz word on everybody's lips from designers to consumers. People are becoming more conscious of what they buy and what they wear and designers are taking the responsibility to work towards becoming sustainable. Global fashion search engine Lyst reported that on average there were 27,000 searches for sustainable fashion every month last year, with denim and trainers being the most searched for products. For something to become fully sustainable, the manufacturer has to ensure it's adhering to being beneficial environmentally, socially and economically whilst minimising the use of resources and cause for pollution - simply speaking, it should minimise any potential damage to the planet that will affect future generations. 
Many designers are taking first steps by ensuring they are paying closer attention to the materials they are using - organic cotton is replacing cotton that uses toxic pesticides. Additionally, skincare products made from all-organic ingredients are kinder to the skin and the environment. Stella McCartney established the first luxury vegetarian brand as far back as 2001 and has continued to build the eco-friendly ethos into the brand. All Stella McCartney Kids' products are made from environmentally-friendly materials. Similarly, Mini Rodini use textiles certified by GOTS (The Global Organic textile Standard) and a host of different designers are choosing to go 'green'.