Brand's new beginning
When considering british fashion, the word 'heritage' shows a lot of weight.Consumers fitness center further afield are seduced by history, and companies from aquascutum to burberry and daks have ridden on the rear of that trend, reinventing themselves as classic high fashion brands and forgetting any notions of fusty old clothes for fusty old people.
Scotland's individual 'heritage' brand has been ripe for the picking for a decade.Pringle of scotland was recognized in 1815, far more 40 years before burberry, and in theory in comparison with grande dame of the lot.It's almost two centuries old, famous for its quality knitwear and can be credited with creating the twin set.Much of its production still comes together in scotland.But www.locosounds.co.uk yet, until just recently, it has struggled to find a truly firm footing in the style world.
But that is evolving.Down the road evening, pringle of scotland will show its autumn/winter 2010 recovery at london fashion week.It's the second time the brand has shown in london since time for britain's fashion capital from milan fashion week last autumn, and it should cement their renaissance.
Towards the end of the 20th century, pringle was famous for pastel golf jumpers and past it knits.It would take a miracle to dig the brand out of the literal and metaphorical bargain buckets.But that miraculous finally came in 2005, in the guise of taste supremo clare waight keller, previously of gucci, ron lauren and calvin klein.She has were able to inject youth, humour, high fashion and irony into a brand that was lacking these types of.She has rescued the brand artistically speaking, but there was still some route to take as, in its tries to shake off the dowdy image, pringle appeared to have forgotten its own identity.
That can bring us to the spring/summer 2010 collection, shown in the autumn at that symbolic homecoming to london fashion week.Knitwear is not something sits easily with summer collections and can be easily sidestepped, so it's telling that waight keller chose to embrace pringle's heritage so wholly with a firm knitwear focus for spring. "Waight keller, said vogue's overview of the show,"Went all out to remind the viewers that pringle is a knitwear firm,
"Knitwear is the soul of the trademark, but we've always had a more complex time of knitwear in spring, tells me waight keller, a petite redhead with a gentle english accent and a penchant for black. "But it's so flexible it anything, and it's so important to be creative with it and to uncover that knitwear can be very light, very subtle and very wearable all year-Round,
Clare waight keller in pringle's design companies
Your result is fresh, as well as classic.Neutrals and whites are presented with lemon yellows(The colour of the summer season), And knits may be light and whimsical or chunky cables.There are youth, dynamics, fashion and style but it's rooted in heritage then there's a sense Ralph Lauren Polo Shirts UK of confidence, a feeling that this is what pringle does best so it will now do it without apology.
The move has been driven by leader mary adair macaire, until now of chanel, who joined the business in september 2008(A year in which pringle made a testified to 9.3 million diminishment).Her motive was simple:To revisit the rich past of the 195 year old brand that had somehow been ignored.
Our present-Day collection is significant in that it marks a step back, towards the foundations of the trademark.Pringle may have clambered out associated with bargain bins, but some would argue that it went too far in the other way, becoming a current fashions brand without utilising its strengths, which lie partly in its roots, and alienating existing customers using this method.It is evaluating, as an example, that the brand that gave the world the twin set in 1930 stopped selling it while in its noughties makeover(While chanel continued to make millions of pounds from the reasoning).
By all means, pringle is liable for a number of firsts that have fallen by the wayside in recent years.About the, you should see scotland's biggest fashion brand making a much bigger hoo ha about some of its remarkable achievements in seasons to come.
Pringle began producing cashmere alongside its original hosiery and big boy pants in 1870, and was the first one to use cashmere for regular garments.By their early 20th century, it presented"Knitwear"To explain outer garments, and the iconic pringle argyle pattern was made in 1920. "The argyle pattern and the twin set are such iconic elements of the trademark, locosounds but they style have connotations of what your grandmother used to wear, contends waight keller. "A twin set is just about almost constantly.There isn't any reason why it can't be very modern,
There may be that word again.Handling modernity and heritage is the clear focus for the pringle label, which has first hand connection with what can happen if you neglect one in favour of the other.The autumn/winter collection will probably be a further step towards a brand more aware of its own roots.
It is primarily the collection, macaire proposes, that truly begins to speak the future of pringle as a high fashion heritage brand.And if the hints waight keller has dropped as to what don't be surprised from tomorrow evening's show are anything to go by, this will mean returning to its scottish beginnings. "This array will be about exploring our scottish heritage, but in any modern sense, states. "So you'll start to see a sort of simplification of that idea of heritage, good results.Fair isle, aran knits or tartan,
Did she just comment the t word?If anything is an recognition that pringle of scotland has to play up the 'scotland' part of its name a little more, it is news that it's going to be wheeling out the tartan.And it's likely a wise move.As a designer brand, pringle has only several years under its belt.This is not, following that, to compete with the big power houses that were doing this for decades.For the, as a beliefs brand, it has a couple of centuries worth of expertise, that ought to prove invaluable.
Consumers in mega markets such as the us and singapore recognise this, and are notable for splashing their considerable cash on brands with a bit of history behind them.Burberry may have upped its fashion ante during the last few years, but it has never that is abandoned timeless staples like the trench coat it is credited with inventing.That's right, the garment remains in the middle of every collection.
What burberry knows and pringle seems to have cottoned on to is that fashion fans overseas need a concrete reason to spend on a particular brand when there are numerous to choose from.In the event of heritage brands, the reason is buying into a sense britishness and, more specially in pringle's case, scottishness.It's no coincidence that organization has chosen a scot actress tilda swinton, who lives in nairn to front its latest push.
As part of her input, swinton stars in a video clip by ryan mcginley, with points including ruined castles, seashores and caves.Swinton is not usuing running shoes and bare faced.With your girlfriend androgyny and agelessness, she seems to embody a concept of timeless style that pringle is keen to embrace. "You see much models in our clothes, who could perhaps 18 or 19, utters waight keller. "Then i use them and i'm in my late 30s.And then you've got tilda putting them on in her late 40s.Could possibly real modernity to that.It's good to have a woman of tilda's age fronting the campaign.There's such a sense of character and of life practical working go through to that, as she did work for season, swinton probably will have a front row seat for the show tomorrow evening.
Pringle's return in the autumn to london fashion week was so successful that waight keller is enthusiastic about another season on sovereign soil. "Coming back to london for fashion week last year made the scottish focus for us even essential, states. "Tilda is a big part of that because i think she embodies an idea of recent scotland so well, that idea of history and roots, although of real modernity.That's another significant element scot i've had in mind working on the autumn/winter collection.
"The surroundings around nairn, where we shot the program with tilda, has been a massive influence for me.The colours and textures of that surroundings are so evocative.Even the next Ralph Lauren Outlet UK thunderstorm is an influence,
They will, it is pringle's return to its scottishness that will probably help it expand further afield.From paul holmes and vivienne westwood to alexander mcqueen and burberry, it is the brands that have disclosed a sense of britishness(Read upper class, story, eccentricity and norm)That are most warmly embraced outside europe.
Pringle is by far the oldest of them all and yet the collections of the past few years have chosen not to convey that explicitly. "In my position, growing the global presence is vital, expresses waight keller. "A stronger presence withinside the uk is great, but the asian and us finance industry is a key part of any brand's success.On one side, often there is an element in those countries where they appreciate tradition, but they also know exactly what they want and it's not always as straightforward as perhaps you believe.A unique character and modernity are key to them,
Pringle currently has six standalone stores all over, including three in great britan, but plans are afoot to flourish to new york and paris, and a transactional website launch will even play a key role in the plans for expansion.Online in hong kong, korea and tokyo are also being known to be.Private information is looking to expand during a recession, but it's a skeptical growth.And in the mean time the brand is addressing what we're all looking for during these difficult economic times:Durability, decision and timelessness with a brand whose history we can trust.
Then there's the relationship with the art world.Consequently working with ryan mcginley, pringle has partnered with the serpentine gallery in london when promoting and support scottish talent by inviting a group of artists to create new works inspired by some of pringle's most iconic imagery, while the twin set and the argyle pattern.These works are being unveiled now.Artists participating include glasgow based david shrigley, who has already created a range of witty t shirts for the company depending on the twin set.
Pringle of scotland's plan of action is clear.Its, unquestionably, a contemporary scottish brand, but it is location itself as more of a grande dame than an enfant terrible.Its campaigns are fronted by an actress in her late 40s who eschews both make up and celebrity culture and is simply as happily modelling menswear as womenswear.It is linking with the art world but is forging a brand based on its rich history.
It is proud of its heritage but looking to the time to come.It wedding favours style over fashion, classic benefit over trends, and timelessness over an passion with youth.And especially true, it is scottish simply by and because of.
This was originally published in scotland on sunday on 21 february 2010
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