Maximum statement…

Eryn Behan

Eryn Behan

The Maxi dress is coming of age. Ginger Trend Consulting for Mudpie looks at its recent evolution from a summer staple to a cooler statement altogether.

Eryn Behan is director of Ginger Trend Consulting, the exclusive agent for UK trend forecaster Mudpie and its online platform MPDClick, and a provider of fashion forecast services and consumer insight trends to the fashion and interior design industries throughout Australasia.

Maxi Dresses are no longer restricted to their seasonal and evening roots. For autumn winter 09/10 we see the summer staple receive a casual day make over and become an absolute ‘must have’.

Spotted on streets across the globe, we saw a host of savvy dressers showcasing the ‘maxi’ trend. Outsized layers provide a beatnik look while jersey body-con numbers are teamed with hefty bovver boots for grunge appeal. British radio starlet Fearne Cotton adopts a thrift shop approach combining a floral maxi with sneakers and piled-on accessories.

Meanwhile, showcased on Fall runways from London to Paris, top designers celebrate the maxi dress as a day-to-eveningwear staple for autumn winter 09/10. Statement styles are favoured; full length sheaths feature block graphic and photo montage prints, while flowing A-line versions feature eclectic fabric patchworks, assuring full length dresses as the latest answer to fashion forward daywear.

The 1990s were all about maxi length styles for grungy and indeed smart/casual daywear; for too long the retro garment has been restricted to the summer wardrobe. Clever retailers have already noted the renaissance of the casual maxi dress and have begun to include them within top selling womenswear ranges. Follow suit to ensure the custom of ‘Gen Y’.

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