Words: Lauren Carbran
Apart from Kendall Jenner debuting her platinum-blonde hair on the Burberry runway and Harper Beckham on the FROW supporting her mum at her runway show (#familygoals), London Fashion Week was all about a shift in perception for Spring/Summer 2020 fashion. So while we enter snuggle season, here’s everything you need to know about how fashion and fragrance are now connected more than ever before…
Let’s start with Victoria Beckham, who showcased an unapologetically striking collection of turquoise and purple-tasseled dresses and masculine tailoring in burgundy and beige. There was something for everyone here, and inclusivity and feminine duality were key messages, which is the direction in which the fragrance industry is going, too.
Unisex scents are nothing new, but they’re becoming more mainstream by the minute, with Gucci dropping its Mémoire d’Une Odeur (Roman chamomile, bitter almond and vanilla), which has diversity at its core and is fronted by singer Harry Styles. The Perfume Shop’s exclusive fragrance collection, The Perfume Edit, is on trend, too, with its unisex scent, Citrus Fresco, which oozes lemon, lavender and rosemary. Expect to see more unisex fragrances launching for 2020 – after all, gender-fluid fragrances are the smell of the future.
Unless you’ve been living under a huge rock, you’ll know that sustainability is the new cool. Everyone’s talking about it, and it was big news for London Fashion Week SS20. The Preen by Thornton Bregazzi catwalk showcased sustainable fashion at its best, with statement black-and-white eccentric sleeves and bulky dresses. There was a splash of colour, too, with floral midi dresses and yellow tulle pieces. The best part? The designers used leftover fabric and materials for their SS20 clothes, putting them on the eco-friendly fashion map.
Sustainability in fragrance is massive right now, too, with brands such as Montblanc giving back to the community from which they source their products (for Montblanc Explorer, the perfumers helped support three libraries for schoolchildren that are being built in Sulawesi, Indonesia, the origin of the patchouli in the brand’s perfume) or Guerlain, which produces its fragrances with sustainable development in mind – even the transport used from factory to store reduces its carbon footprint. Want to invest in a sustainable scent? Check out brands such as Kierin NYC and The Perfume Edit, too.
If you missed the Halpern catwalk at London Fashion Week, all you need to know is that it was all about glitz and sparkles – and we were suckers for it. How could you not love the sequinned ball gown, bronze metallic pieces and statement leopard prints for summer? Yep, summer 2020 just got really glam, and if you want a taste of what to expect from OTT, super-feminine fragrances next year, take a look at the new Carolina Herrera Good Girl Glorious Gold Collector fragrance, which smells just like the original Good Girl (cocoa, coffee and vanilla) but is presented in a gorgeous gold limited-edition bottle. Want more? Jean Paul Gaultier La Belle is an obvious essential for you glitzy girls, with its ultra-sexy bottle and hints of vanilla and pear.
So there you have it – your round-up of London Fashion Week and the fragrances to match. Inspired? It may be time to treat yourself to a fashion week-inspired scent…
Images: IMaxTree, Unsplash
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