Look from Cotton On’s new 90s inspired Neon Surf collection. Image supplied.
The 90s is back in fashion in a major way and Cotton On‘s women’s Trend Director, Maria Rinaldi-Cant, has been embracing everything that is great about 90s fashion for the latest Cotton On collection. We were drawn in by the brand’s clever take on 90s denim and its summery colour palette and wanted to know more. So, we caught up with Maria to find out how she decides what trends to use, where the inspiration comes from for the collection and what she thinks is so appealing about 90s fashion for Cotton On’s customers.
Where did the inspiration come from for this collection and what informed the trends present in it?
September inspirations came from a number of influences. First I looked at forward trend forecasting resources which talked about macro trends and behaviours in customer mindset, as well as forward colour and print, which I then translated to our customer DNA. Second, I kept my eye on social media to know what celebs were wearing, and frequently checked street blogs, as they identify the hottest item and most importantly the outfits that reflect our casual Australian lifestyle. From there, the theme for September was born – Neon Surf. Colours are washed back, graphics resemble retro photographs of the surf, and denim styles including the High Rise Relaxed 90s Mom Jean, and the High Rise Classic Stretch Denim Short feature in faded colours and acid washes.
What do you think it is about 90s fashion that makes it so appealing all over again?
The styles are effortless, ‘90s fashion has a broad appeal across each generation. The ones who lived in the ‘90s and the ones that were born in the ‘90s can adapt the trend, taking what was great about the ‘90s and turning it into an updated, modern look. The High Rise Relaxed 90s Mom Jean and the graphic Casey V-neck Chop Tee teamed with a simple white sneaker is such an effortless ‘90s look.
What are the key pieces from this range and why?
Ripped High Rise Relaxed 90s Mom Jean in faded washes, the Casey V-neck Chop Tee with graphics which resemble retro photographs of the surf, the High Rise Classic Stretch Denim Short in washed back acid washes and floral prints across the Woven Rene Ruffle Playsuit and Woven Allycia Cold Shoulder Frill Wrap Dress.
How would you describe Cotton On’s denim offering?
Versatile and for everybody. The denim team have captured fits for all body shapes. Key styles include the High Rise 90s Jean, Mid Rise Shape Embracer Skinny Jean, Mid and High Rise Grazer Skinny Jean.
What was the inspiration behind the campaign shoot and what are your favourite looks?
We are an Australian casual lifestyle brand. Cotton On was built on denim – let’s shout out about our denim DNA! Everything in our range should be worn with denim for an effortlessly cool style.
What are Cotton On shoppers looking for from the brand and how did you deliver that with this collection?
Our customers come to us for our basics with a twist. Our offer in jersey tops is excellent – value, colour, and the latest fashion trends. We offer our customers value in denim – we translate trends and make them easy to wear, we offer choice in how to wear the latest girlfriend or boyfriend tee silhouettes, to the newest woven printed wrap tops and how to layer outerwear with ease.