Spring Summer 2012 'Guide to the Season' - Intense Trend Report

on 16/10/10

South America is the destination of choice this Spring Summer, as we look to this diverse continent for inspiration. Offering a strong transition from the tribal influences of previous seasons, colour palettes & prints are drawn from wide-open plains through to the vibrant close-knit favelas.  

With rugged landscapes & a simmering intensity, references are taken from a bygone Argentina through to the extravagant gestures of Latin dance. Spirited, yet at the same time restrained. Austerity makes way for sombre flamboyance, as we add the subtlest of touches to create real passion & drama.

Trend Direction 1: Intense Colour

Intense colour is an essential direction for this theme with palettes as bold & passionate as this tempestuous continent. From vivid flashes to real depth of colour running throughout, each hue & tone takes on board the intensity of its Latin-American influences.

For colour palettes draw inspiration from the wild, rugged landscapes synonymous with Argentinean cattle ranches or the mountains ranges of the Andes. Contrast this with the richness & vibrancy of the cramped favelas or the splendour of the region's traditional dress. 

Spring Summer 2012 Trend Report - Intense

Intense Colour Trend Direction for Spring Summer 2012 - See Downloadable Version For Full References

Trend Direction 2: Argentina Past

A mix of old & new provides the backdrop to Argentina Past, the strong visual identity of the country comes to the fore, with rugged gaucho styling that mixes function with bolder statement pieces. 

Rich in culture & a spirit of the modern pioneer, this direction avoids becoming a pastiche by incorporating modern craftsmanship and urban references to create an intricate & diverse mix.

Argentina Past - SS12 - The Trend Boutique

Argentina Past Trend Direction for Spring Summer 2012 - See Downloadable Version For Full References

Trend Direction 3: Unearthed Minerals 

Deep mineral tones are unearthed as we mine the past for inspiration. Travelling back to the roots of civilisation, the depths of our planet & the solar system are explored. Primitive, rugged & earthy, its simple craft & natural artisan-like qualities become much sought after.

Softer tones & qualities are added through a collector's touch, as we gather an eclectic array of trinkets & finds to be displayed like our own 'cabinet of curiosities'. 

Intense Minerals SS12 the Trend Boutique
Unearthed Minerals Trend Direction for Spring Summer 2012 - See Downloadable Version For Full References

Trend Direction 4: Sombre Flamboyance

We start to see a slight loosening of the austerity measures to reveal a sombre, understated elegance. With a hint of the restrained passion beneath, this theme is a wonderful reflection of the spirited fervour so often associated with this continent.

Delicate patterns in subtle hues are given a captivating intensity through overworking and a plethora of diminutive, blurred florals.

Spring Summer 2012 Trend Report - Intense
Sombre Flamboyance Trend Direction for Spring Summer 2012 - See Downloadable Version For Full References

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article resources

For Download Version:

/files/files/Guide to Season SS12 - Intense.pdf


Intense Colour

1. Santa Marta Favela, Rio de Janeiro, Brazil by Haas & Hahn

2. 'Trift' by Judith Seng

Argentina Past

1. 'Trigger' by Joana Vasconcelos

2. 'City of Reubans' by Miso

Unearthed Minerals

1. Image Courtesy of Studio Toogood

2. Image Courtesy of Dutch Design Week 

Sombre Flamboyance 

1. Collection by Cacharel

2. Rural landscape by Ken Lund

Haas & Hahn

Judith Seng

Joana Vasconcelos


Studio Toogood

Dutch Design Week


Ken Lund 


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