Denim obsessives salivating over the new trends at Bread and Butter would have been immediately struck by the near pervasive shift from dark utilitarian denims to a more lived-in, antique look. Sure, the LOCK hall had its fair share of purists but in the more commercial Denim Hall buyers were met by a barrage of vintage look jeans, all rich in detail from ripped and repaired sections to contrast inner waistbands. The big difference in this season's reprisal of the vintage look is to be found in the silhouettes. Rather than fastidiously recreating the shapes of Levis' classic 501, 505, and 201 jeans, this season it's all about interesting new tapered shapes, some articulated others cropped.
G-star presented among the strongest detail-rich examples of this revived antique-finish denim trend with ripped and repaired looks alongside luxe detailing (check out the leather inner waistband on the picture directly above) and rivet rips. Fits are still articulated and engineered to offer tapered effects. But the spring 11 collection is so much more than just denim. Sportswear gets a huge outing for SS11 with the brand's engineered aesthetic used on cotton trousers too. Clean lined knitwear, sweat pants and collegiate jackets were also in the mix alongside denim jackets, printed T-shirts and pastel coloured hoodies.
G-Star had a newly designed exhibition stand at Bread & Butter which clearly defined, by separate sections, the various trend stories and looks on offer, from G-Star Raw and the continuing Marc Newson collab to the expanded sportswear section and the tailored Correct line.
With its broader product offer and defined sections this was a clear statement by G-Star that the Dutch brand no longer wishes to be shackled to the raw denim military/utility personality which first made it famous. The fact that G-Star had among the most eye-catching wash treatments on denim and among the most directional jeans silhouettes, alongside more commercially-led sports-inspired looks, underlined its intention to become a broader trend-led lifestyle brand, able to seek its fortunes from more than one singular look. The statement can also be read as an admission by G-Star that the trend for dark, raw denim is well on its way out of consumer favour.Source URL: http://icip2idayusof.blogspot.com/2010/07/spring-2011-collection-report-g-star.html
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