Ragtrader asks fashion analysis firm Editd to measure fabric, brand and style trends from Mercedes-Benz Fashion Week Australia(MBFWA).
What a week it was! There were the bloggers, the street style heroes, the fabulous weather and, of course, the shows. MBFWA SS 12/13 was always going to be an interesting one. With Josh Goot and Dion Lee’s disappearance from the schedule, the week was anyone’s. So who claimed it?
At EDITD, we harness the volume of online buzz surrounding each key fashion week: the comments on Twitter, the excitement on blogs. It’s data-rich info from fashion’s real tastemakers and is a portal into what is going to work commercially come next season. Designers and buyers use this kind of information year-round to ensure their collections are ahead of the curve and cater to consumer desire.
Here we uncover which prints and styles were the most talked-about, we look into how people actually feel about specific detailing trends, and the season’s new buzz words. We also analyse every single collection’s colour usage, automating a season colour palette pulled from every collection to determine which shades are going to be big news.
So, which designer was MBFWA’s most talked-about? As the charts to the right show, Ellery came out on top for SS 12/13. Their sculptural collection referenced the feminine and sports luxe styling trends, paid homage to the week’s biggest detailing trend, the peplum, and included one of the year’s key garments internationally, the bomber jacket. This potent mix got consumers talking!
With the date changes announced for next season, and the possibility of treading on LMFF’s toes, it will be interesting to see how a unified Australian fashion industry can move forward to engage even more consumer attention.
