Trend Direction: Dow XLA

“We are happy to look ahead and fill our lungs with fresh energy,” commented Dow XLA design director Bengt Jacobsson, as he launched into his presentation of S/11 trends. He outlined four different categories touching on unique looks within each of these areas, all of which were based on seaside resorts.

“We need to see a stimulating, new horizon ahead of us and we travel to seaside resorts for inspiration for the Spring 2011 season,” Jacobsson explained.

He also emphasized that now a whole wardrobe can contain fabrics with Dow XLA. The company has made a name in the shirting segment but has broadened its reach recently. It is now doing a lot with denim and bottomweights.

Trend categories for S/S11 included Baltic Breeze, Atlantic Shores, Mediterranean Cruise, and Pacific Sunset.

Baltic Breeze: Overall themes are Organic
Modernity and Eco-Tech features for the future.
Colors are bathed in Nordic light including luminous neuturals, botanic blues and Fabrics based on natural fibers combined with Dow XLA. Important to note are uncomplicated weaves with small amount of pattern, such as down-scaled houndstooth plaids and small scale gighams. The style will be casual, but with a modern fit. Fabrics will be soft and washed and blends with Tencel are important. Linens will be soft with a good amount of drape.

Atlantic Shores: This is a weekend chic look with a fresh take on Vintage with an active sports influence. “It is symbolic of the late 1950s and ‘60s, the Kennedy years,” noted Jacobsson. “Activities influencing design are sailing and beaching, not a crowded gym.” Colors are classic “flag” colors, mixing with neutrals to give a more urban feel. Stripes are important, with all different rhythms of stripes showing up. Jackets will feel more like shirt weight and slacks for me will be more tailored than the everyday khaki. Denims are also important, but are “smart chambray” that are slightly rinsed with added romantic details for women.

Mediterranean Cruise: Fashionably retro-flavored designs dominate. Think of Saint Tropez, Italian resorts like Portofino, Capri and Positano, “where girls look like a modern day Brigitte Bardot,” quips Jacobsson. Clothes reflect the “La Dolce Vita.”
Colors are refreshing pastels and chilled pinks. Fabrics are more tailored. Linen, cotton and fine wool get drape and fluidity from viscose and Tencel, while Dow XLA fiber adds comfort.

Pacific Sunset: This category of designs reflects the jet-set lifestyle, and DJ culture of the West Coast. It picks up an electric vibe and is influenced by the current crop of Disco Divas like Lady GaGa. Colors are vibrant and electric shades that reflect neon lights and airbrushed photos. Fabric highlights are shiny effects and soft drape together with stretch from XLA fibers. “This category really shows how we evolving to more types of fabric,” said Jacobsson. For example the company is even doing a polyurethane coating on XLA as something new and different. “It is a new effect for a casual/dressy look.” l

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