Saturday, May 25, 2024

Colour me neon! – Lifestyle News

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At her Renaissance World Tour concert in Atlanta last year, pop icon Beyonce stood out, more so for her choice of colours than the design of her stunning outfit—an asymmetric sculptural drape created by fashion designer Gaurav Gupta. The neon green shade of her saree gown caught everyone’s attention and it was impeccably styled with neon green heels and a silver wrist cuff.

Neon—that bright and bold, eye-catching colour associated with the 80s’ arts and subcultures—has been quite a sensation in 2023. ‘Barbiecore’ (the viral fashion trend in hot pink inspired by Barbie) ruled over the runways, brand promotions and wardrobe essentials and brands like Balenciaga, Jimmy Choo, Gap and Forever 21 introduced fashion in hot pink—not to mention stars like Kendall Jenner, Rihanna and Billie Eillish, who dressed in the buzzing colour with poise.

This year too, the trend is back with solid blocks and pops of neon to brighten up a dull day. Neon is especially apt for summer for those who are not afraid to make a bold statement. Highlight shades like mint green, bold yellow and hot pink are the brightest popping shades this season and fashion designers and labels such as Mac Duggal, Marks & Spencer, Nykaa Fashion, Navyasa Liva and Gucci are offering layerable essentials to statement-making outfits in neon.

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Clearly, many brands have started to experiment in shades apart from black, beige, white or pastels. These solid blocks in sunshine yellows, tangerine oranges, vibrant blues or hot pinks are more than just about maximalism. “Neon has certainly made a bold comeback in recent years becoming a prominent trend in summer fashion. The vibrant hues add a pop of excitement to any outfit, making it a favourite choice for those seeking to stand out. During spring-summer, people tend to gravitate towards bright colours that exude optimism and joy,” says Rahul Dayama, founding partner of London-based fashion brand Urbanic.

Lido, luxury fashion house Gucci’s latest collection, is also all about a spirit of escapism, embracing the spontaneity, vibrancy and joy synonymous with the season. It pays homage to the enchanting allure of coastal living, drawing inspiration from the charming beach clubs or ‘lidos’ that adorn Italy’s storied coastlines. The bright and neon pops of colour extend to small accessories and shoes so that one can effortlessly complete the Lido look.

According to Umashan Naidoo, head of customer and beauty at Westside, neon adds a dash of the contemporary to any style. “Recently, the colour has been trending across fashion and beauty categories. It is majorly witnessing a rage among summer essentials such as swimwear, sunglasses, accessories and beauty. We are aware of the power that neon holds. Neon, as a colour, is electrifying and symbolises a nod to tech and the rebellious 80s. If you want to be on trend instantaneously then beauty and accessories are the way to go—like a quick swatch of nail polish or eyeliner, or bringing in a tote for the summer,” adds Naidoo. Westside has recently launched a swimwear collection in neon lime green.

Hot & happening

Brands promoting the neon colour are expecting a high demand during the summer months. “When the temperature rises, people are inclined towards lighter fabric, and brighter and bolder colours that complement the season’s vibe. Brands are offering quality, stylish pieces experiencing a surge in demand as consumers seek to incorporate this trend into their summer wardrobes. Additionally, the popularity of neon on social media platforms further fuels its demand, as influencers and fashion bloggers can be seen enjoying the sun on the beach in neon swimwear and resort wear,” adds Dayama of Urbanic.

At Urbanic, the demand for swimwear and resort wear rises in summer as consumers tend to travel, and hence spend more on these styles than the regular ones. “Neons are kept for specific occasions unlike casual wear which is a versatile wear, light and everyday fabric, and in demand during the summer months,” says Dayama, who is expecting a healthy increase in demand for affordable resort wear and swimwear in bright shades.

Styles with undertones of neon are specially liked by young consumers. Amar Nagaram, co-founder of fashion startup Virgio, whose target consumer is under 30 years, says, “This age group is aware of the environmental consequences of fast fashion and its impact on the planet and drawn towards co-ords and dresses in the summer months.”

The bold colours add a pop to any outfit, making it a favourite choice for fashion-forward individuals including Gen Z and millennials. Dipti Advait, founder and designer at fashion label Nouria, says, “Fashion reflects the mood of the times, and neon resonates with those seeking optimism and energy after challenging times. Fashion should be fun and fearless, and neon is the perfect embodiment of that ethos.” The Anna Dress in neon at Nouria is a bestseller.

Meanwhile, Virgio’s collection is a mix of dresses, trousers, tops, co-ords and more, advocating for eco-friendly practices within the fashion industry, and accessible to young consumers offering a range between Rs 990 and Rs 3,000 depending on the style and fabric. “Our mission is to champion the adoption of a circular fashion model, prioritising sustainability by producing high-quality garments crafted from environmentally friendly materials such as modal, linen, cotton, tencel and viscose,” adds Nagaram.

Adding vitality to the summer wardrobe, Delhi-based women’s wear designer Sameer Madan feels, “Neons empower individuals to embrace unique style and a perfect colour to style up a classic white shirt to beat the summer heat.”

Similarly, Nykaa Fashion is offering animal print high-waist mini skirts, and off-shoulder bardot-sleeve mini bodycon dresses, or solid halter neck strappy bodycon mini dresses in neons. Forever New, too, has an electrifying pop of colour statement dresses to chic bodycon. The brand is seeing a strong demand across various age groups for coral, mint, and lavender shades, pushing style and comfort for a fashion forward consumer.

Luxury fashion brand Alan by Vani is offering poplin fabric garments in silhouettes and patterns like oversized pieces with modernistic cuts, tailored A-line structures, wraparound styles, and sophisticated panelling. Every piece has intricate appliqué work in sequins, piping, cut dana, beads, stones, anchor thread starting at Rs 4,100.

In its summer capsule, AND’s latest collection also has the essence of sun-kissed vibes in bold prints, stylised layering and structured fabrics.

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