LONDON — Fall 2021 is primed to be a “happier” season and, in preparation, Browns is launching new names, classes and the most effective of the mega manufacturers.
The final intention? To deliver again the weather of discovery and pleasure in purchasing, and to cater to all sorts of girls, from the purists to the exhibitionists.
“It’s really important to continue to pick up newness. It’s more important now than ever to keep customers engaged and excited,” mentioned Ida Petersson, the retailer’s shopping for director. “And as we move on to the new season, designers have been more experimental. For spring, everyone was more safe because they got smacked in the face with COVID-19 and tried to adapt with what they already had. But now excitement is back.”
This means a powerful celebration put on edit with crystal Versace or Area celebration attire, loads of stringy little black attire from up-and-comer Nensi Dojaka and LaQuan Smith assertion items.
“It’s all about those crazy, full-on ‘I’m going out and I’m proud’ LaQuan pieces,” mentioned Petersson, additionally pointing to different younger names like Knwls, Thebe Magugu and Maximilian.
“Maximilian is going from strength to strength to strength. It’s designed for real women; he really thinks about how it’s going to look on different sizes — and we really started looking at what sizes a brand offers, to be able to celebrate women in every size.”
For all of the recent expertise Browns is launching for fall, there are additionally loads of acquainted names.
“Still obsessed with Bottega,” mentioned Petersson, including that the excitement round Daniel Lee’s collections isn’t going away anytime quickly. She additionally name-checked the likes of Valentino, Prada, Chloé and Celine as her fall highlights. “I think Hedi [Slimane] has really found himself, and [discovered] who this new Celine woman is.”
New York-based Khaite can be establishing itself among the many luxurious gamers, so far as Browns is anxious, and it has purchased deeply into the model’s fall cashmere and classy clogs.
There is loads of newness within the equipment world, too, with names like Tabitha Ringwood, identified for her sculptural heels; Angelo Figus, a footwear label from the ’80s that’s making a comeback, and Petit Kouraj, a acutely aware bag label providing exuberant macramé fringe luggage.
“There’s definitely been a narrowing down in that entire contemporary accessory world and people have changed the ways they shop and engage with those brands, especially bag brands — because there weren’t as many Instagram moments,” Petersson mentioned.
Brands like Jacquemus, By Far or Italian boot label Paris Texas remained robust, however because the market builds itself again up once more, there will likely be an even bigger expectation for manufacturers to offer a singular promoting level.
“Brands will need to have a really strong identity, that’s maybe not inspired by Bottega or whatever else is trending. I think people have had time to save up for Bottega instead of buying three contemporary-priced pieces,” Petersson mentioned. “There’s still a lot of opportunity for someone who is clear about who they are.”
Outside its core trend supply, Browns can be persevering with to construct out an array of adjoining classes from sport to resort, homeware and a soon-to-launch new youngsters put on supply — all within the title of inclusivity and providing “something for everyone.”
When it involves resort, a number of latest swim manufacturers will likely be launching quickly, from minimalist favorites like Jade Swim to Rielli, a Miami-based model favored by the Hadids and the Jenner sisters for its daring cuts and colours. It will likely be a Browns unique within the U.Okay. till October 2022.
Loungewear stays related, too, and is increasing as a class with a number of acutely aware labels like Come Back As a Flower, identified for its shiny patterns; Copenhagen-based OpéraSport; and Lisa Yang, who’s all about stylish, fuss-free silhouettes.
“People are changing the way they dress. There are those who want to throw on that glitz and glam again, but there’s also the people who might have changed their style a little bit to something more fluid and easy going,” Petersson mentioned. “We’re still going to be working from home a lot more, and will still want to look good, so it was important for us to address that.”
To that finish, the retailer’s dwelling part is shortly filling up, too. As dinners and internet hosting resume, the Browns crew has been constructing a wider tabletop assortment too, with labels like Snoopy Studio, Vaisselle, Ka Na and Les Ottomans.
“Again you have something for every woman, from minimalistic to quirky to mismatched patterns for the bohemians,” Petersson mentioned. “We want everyone to be able to come in and find something new that will appeal to them, be it luxury or something a little more unexpected. It’s less about a price point and more about feeling and personality. That’s why we’ve mixed it all together and [encourage] customers to fall in love with the piece rather than the name. Fashion, especially today, should be about discovery.”