CHICAGO — Consumers enamored with the luxe trend should be pleased come fall: buyers at Chicago’s Stylemax were snapping up all things beaded, embroidered or sequined.
“There’s a lot more detail in the fashions, and it’s all about color,” said Krista Brown, owner of Decked Out in Mackinac Island, Mich. “We’re looking for really unusual, unique items. Nothing that you could find in a department store.”
Whether it was sequins and studs at BCBG Max Azria, soft chiffons and beading at Laundry or embroidery and rhinestones at Allen B., simple and unadorned looks show no sign of returning anytime soon.
“It’s a very feminine and flirty look, but it’s more covered up than last year,” said Barbara Smith, co-owner with Kristen Sparzak, of Leigh’s in Grand Rapids, Mich. “We’re seeing a lot of great outerwear with fur trim and jewels of some sort. Tahari’s coats were fabulous, absolutely amazing.”
The sold-out show played to a full house March 19-22 at The Merchandise Mart.
While the embellishment craze seems to be holding steady, pants and jeans are showing signs of evolving, with extreme low rises starting to lose their grip on the market.
“I’ve seen a lot of higher-waist pants and anything goes in the leg — bootcut, straight leg, even gauchos,” Smith said.
One denim designer that showcased a bit of that growth was 10 Feet. The European line, which comprises four basic fits in four washes, features a waistline cut slightly higher in the back to provide additional coverage. Distressed elements — including frayed edges, patches and worn-out holes — were featured by many denim manufacturers at the show, along with rhinestones and embroidery.
All that denim should prove to be the perfect backdrop for the many ethnic prints and bohemian styles being previewed for fall.
“I’m seeing many ethnic styles and sparkles,” said Barbara Nehring, owner of the family-run Trading Post in Land O’Lakes, Wis. “Our audience is changing. That 30-something generation is growing up, and they want something different, but still not too outlandish.”
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Joan Tromp and Nora Brennan, co-owners of Ananas in Oak Park, Ill., were thinking about more than fashion.
“We’re very concentrated on price point,” Tromp said. “The midrange consumer is getting squeezed out, so we’re looking for moderate price points. But the quality has to be there, and the sizing has to be good — everything is just so small.”
In accessories, long beaded necklaces designed to be layered, shell-accented handbags and Western-style belts were strong draws with retailers.
“People are inspired by color — pink with brown or turquoise with brown,” said Karen Drake of The Hall Tree, which has five stores across central Iowa. “We’re also finding Western belts and fur-trimmed pieces.”
This edition of Stylemax marks the first time the four-day show was held in the 7th floor Market Suites of The Merchandise Mart.