IrieDaily S/S 2022 Women’s Streetwear Preview
Retail Buyers Guide: Women’s Streetwear S/S 2022 Retail Buyer’s Guide
Brand: Iriedaily
Interviewee: Ines Schwitzky, Category Manager Womens
How is the women’s streetwear market doing one year after the start of the pandemic?
It was and still is a difficult time for everyone in the streetwear industry. However, due to lockdowns and restrictions, people appreciate more and more going outside and being active. Especially skateboarding has had its biggest growth for a long time which is a positive development within the streetwear market. This of course has also an impact on the women’s collections. I see a tougher Unisex look with a bit of grunge inspiration at the moment.
What are the major trends in the women’s streetwear market next Spring/Summer?
Spring/Summer 22 will be a new start. After all this time in-home office or homeschooling, the collections will be more colourful, fresh and playful.
Besides the skateboarding trend, the ’70s are becoming more and more important within the collection. For streetwear, I see a more 70’s sporty approach that goes into the varsity college direction. Colourful graphics and patterns as well as Graphics with a clear social message are important.
Fair production and sustainable materials are essential for every collection.
What are the main marketing stories and themes in your women’s streetwear line for SS22?
Our main claim for the Spring/Summer 2022 is “ Equality is Quality”. We will have different collaborations with several artists, which interpreted the claim in their own “language”. It’s the story of diversity and facing each other at eye level. That includes treating our environment with respect and focusing on sustainable materials and behaviour. And above all, working steadily with the Fair Wear Foundation on fair working conditions and fair wages for our workers.
What colour palettes are you working with? What about patterns & prints?
The colour palette for Spring/Summer 22 is a mix of fresh pastels like soft orange, sun yellow, soft lilac and warm earthy tones like toffee, honey and masala.
Patterns are strongly inspired by the 70’s trend. Flowers and vintage-inspired animal patterns on soft materials and knitwear are an important part of the collection.
What materials are you working with? Which materials are trending next Spring/Summer?
Lenzing Viscose in dresses, pants and shorts as well as recycled nylon in jackets and organic cotton in t-shirts and sweatshirts are the main fabrics for the season.
What are your most important styles/models? Please name and describe 3 highlight items from your SS22 collection.
Wendie Jacket
70’s inspired
Lightweight, padded jacket in 100% recycled nylon
Reversible with one side plain and one side all over printed
New Basic programme Flagli T-Shirt, Flagli Crew Sweat, Flagli Hooded, Flagli Short
New basic products in organic cotton and garment washed
Wide range of colours
Easy to wear and combinable with the rest of the collection
Blossy Maxi Dress
Long summer dress in 70’s flower print
Lightweight Lenzing Viscose
Easy to wear
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