Fashion is a funny and fickle affair. As the June issue goes to press, I’m wondering how many of you will be updating your summer wardrobe? Many of you will no doubt be puzzled by that question: “What’s wrong with the one I’ve got? And, anyway, why would I want to buy more furniture?.'
But what you’ve failed to realise, dear reader, is that all of us in the trade suddenly have an opportunity to grab our marketing kite and harness a huge gust of consumer whim that, although destined ultimately to fade and disappear, could prove in the short term to be more than just a load of hot air.
Ok, sorry, enough metaphors! I’m talking about this year’s fashion trend for fruit-based prints, which are being used by some of the world’s leading clothing designers to liven up their spring/summer collections. Labels such as Suno, Prada and Stella McCartney have evidently been inspired by the fresh produce department of their local supermarket – a sign perhaps that, during a recession, rich fashion designers do their own shopping? – adorning their creations with pineapples, bananas and citrus respectively.
Of course, this is nothing new for the European fresh produce business. Many of its top executives do their best to don fruit-promoting apparel. The Americans are especially good at this and are more than happy to convert their polo shirts into walking billboards, while Fyffes director Laurence Swan’s ties can always be relied upon to bring a splash of colour to industry meetings. But fruit’s adoption by haute couture this year may go one step further and prompt the general public to reconsider the value they place on fresh produce. That would be a very good thing indeed. What a shame though that no-one thought to provide a guest at the Royal Wedding with a fruity hat. Now that would have been high class!
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