LFW: Johnstons of Elgin Spring/Summer 2019

September 28, 2018

[x_section style=”margin: 10px 0px 0px 0px; padding: 45px 0px 45px 0px; “][x_row inner_container=”true” marginless_columns=”false” bg_color=”” style=”margin: 0px auto 0px auto; padding: 0px 0px 0px 0px; “][x_column bg_color=”” type=”1/4″ style=”padding: 10px 10px 10px 10px; border-style: solid; border-width: 1px 1px 1px 1px; “][x_text class=”center-text “]by Mabel Gago

Photos by Mabel Gago and Natalie Worgs[/x_text][/x_column][x_column bg_color=”” type=”3/4″ style=”padding: 0px 0px 0px 0px; “][x_text]Success in the fashion industry does not mean having to conform to fast fashion rules. Differentiation and values are key points for carving out a fashion niche. Quality, art of craftsmanship and heritage are powerful features that can help brands to better connect with their audiences.

Fashion Week knows this demand and opens its doors to welcome designers and brands with these characteristics. Beyond the trends you see in many editorials and behind the scenes of the industry, people talk about the relevance of differentiation, quality and positive fashion as key business trends.

The established brands have carved out their own space. They have evolved over time to understand the new and younger generations, but without renouncing their brand values. This is why the iconic Johnstons of Elgin brand is part of London Fashion Week.

“This unique collection, lovingly made in Scotland, retains our signatures of textile expertise, craft and tailoring for which we have become world renowned, whilst showing the fashion world–for the very first time–that the brand is for all seasons.” — Johnstons of Elgin

At this season’s Spring/Summer 2019 event, held at the Waldorf Hilton Hotel, I had a chance to meet Alan Scott, the Creative Director of Johnstons of Elgin, amidst a room full of 20 lucky models posing as if they were on holiday at the Ischia Island, which inspired the collection. The looks showcased were based upon Johnstons of Elgin’s mastery of lightweight textiles and knit innovations in cashmere silk and cotton. Merino wool was also integrated to fit every shape. And we cannot forget how comfy, sustainable and adaptable merino wool can be.

Jackets and other outwear pieces were also created with another wonderful fabric, a cotton merino double face fabric. According to Johnstons of Elgin, “these pieces set new benchmarks for craftsmanship and cooling comfort in a colour palette of pastels, hot pinks, lemon and electric blue, set against cool neutrals providing contrast and depth. Every fabric used in the SS19 collection is unique to us, and is of course woven and knitted in our mills in Scotland.”

Overall, the Johnstons of Elgin SS19 collection of polo shirts, jackets, women’s suits, wide-leg jumpsuits, and long dresses, was contemporary, classic and timeless.