I attended the Pure London show at London Olympia exhibition on Sunday 4th August 2013, meaning this post is VERY late but I hope it’s still interesting! (Sorry!)

My main reason for attending the event was to see the Spring/Summer 2014 Trend seminar presented by Lorna Hall, Head of Retail and Strategy at WGSN.Thge seminar highlighted three Macro trends for the season ahead.

The three macro trends for S/S 2014 are:

1. New Digital Aesthetic (NDA)

NDA is a trend all about the impact of digital on our culture, and the way humans and computers see the world are blurring and combining. This trend is all about ‘sport lux’. Sporty silhouettes are emerging even more next summer than they did this year. Cobalt blues and orange peel will be key colours as they’re bold but easily paired with the sport themed look.

Key Items of N.D.A – Casualwear

• Cocoon sweatshirts. Due to the weather of A/W 2012/13 and S/S 2013 being so unpredictable, the cocoon sweatshirt is a ‘buy now wear now’ item that can have you prepared for that horrendous British weather we will undoubtedly have! The exaggerated sleeve shape brings the fashionable element as the customer will be more confident to try new styles instead of the bland shapeless sweater available everywhere!
• Polo Shirt Dress: these will be great in bold colours. They give off a sporty vibe but can be worn by all body shapes and are a simple garment that always look great!
• Printed Tee: spots, checks, graphics and geometrics will be a huge part of the NDA trend. Boxy shapes give the ‘boyish’ and sporty feel. Wear sheer fabric tee’s to provide the feeling of luxury fashion while fitting in with the trend.
• Pleated Cuff Trousers have the ability to give girlie pleats a sporty edge.
• Sequined Shift Dress: provide a glamourous feel to a simple garment.
• Playful/Cartoon Prints: these may be popular among older customers wanting to buy into the trend. They may not be confident to wear the trend ‘full on’, but want to experiment.

Perforated textures, sheer and sold fabrics (combined), knits, pixel designs, florals, aztecs and disrupted luxe (with contrasting hems) are all major elements of the N.D.A trend.

Here are some images to help you understand this trend;