Download - SS22 Design Direction
![Page 1: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/1.jpg)
SS22 DESIGN DIRECTION
- SHAPE & STYLE- MOOD (Spring theme)
![Page 2: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/2.jpg)
Hop Lun SS22 Swim Design Direction
Not Just a Label
The popularity of elevated basics will continue into next season, as consumers covet a more sustainable offer and a minimalist wardrobe.
Texture BasicsShape & Style
TJ Swim
MontceL Space Peony Melissa Odabash
Eres
![Page 3: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/3.jpg)
Hop Lun SS22 Swim Design Direction
Dolores Cortes
Lisa Marie FernandezAll that she loves
SS22 lead the way with Metallic, The attraction of summer metals is the way the sun hits the fabric, creating shade and visually interesting textures. A good investment for
both the beach and festivalwear, especially for youth market.
MetallicShape & Style
Eikō AiSolid and Striped
![Page 4: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/4.jpg)
Hop Lun SS22 Swim Design Direction
Ruching is gaining popularity within the swimwear market, emerging as a go-to detail to update core styles.
Exaggerated in its softness, texture makes a bold statements in ruched designs with rhythmic appeal.
Intensified TexturesShape & Style
Agua Bendita
Nasty Gal
isa boulder
Veronique Leroy Johanna Ortiz Lenny Niemeyer
![Page 5: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/5.jpg)
Hop Lun SS22 Swim Design Direction
Feminine cut are complements with soft frills, use on bikini styles under the bust, along the shoulder strap or to accent seams.
RuffleShape & Style
Dawn
For Love & LemonsAgua Bendita Love Shack Fancy Encantadore
![Page 6: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/6.jpg)
Hop Lun SS22 Swim Design Direction
Use statement straps to update bestseller styles and elevate even the most basic silhouettes. Because of their playful visual appeal, bows and tie features will adorn straps well into S/S 22, also allowing consumers the option of adjustable and personalised fits
Decorative StrapsShape & Style
Juan D Dios
Ancora
Johanna Ortiz
Oysho
Frankie BikinisPrincesse Tam Tam
![Page 7: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/7.jpg)
Hop Lun SS22 Swim Design Direction
Not Just a Label
Dramatic frills form statement silhouettes for bikinis and swimsuits, with off-shoulder and scooped frills creating a striking effect.
Statement FrillsShape & Style
Club Bossa
AncoraJohanna Ortiz Cabana Juan D Dios Encantadore
![Page 8: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/8.jpg)
Hop Lun SS22 Swim Design Direction
Jacquemus L’Amour
Love Shack FancyAgua Bendita
Voluminous SleevesShape & Style
Maaji
A new take on swimwear design featuring exaggerated puffed and blouson-sleeve that speak volumes in one of a kind pieces. This is all aout unique element that stand out and can be worn beyond the beach.
Maygel Coronel
![Page 9: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/9.jpg)
Hop Lun SS22 Swim Design Direction
The Wrap-around effect embodies sculptural protortions with long ties applied to bikini top and bottoms.
Expressive Ties
Shape & Style
Ancora
Palm Swims
Zimmermann
KARLA ŠPETIĆ
Palm Swim
CIN CIN
![Page 10: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/10.jpg)
Hop Lun SS22 Swim Design Direction
Shape & Style
Raw and crafted look silhouettes offer rustic approach to minimalism with textiles that celebrate simplicity.
Fabric manipulation is a great way to add visual interest and texture to swim styles incorporate wrapping, folding and unfinished crafted
look prevail
Twisted and Wrapped
Juan D Dios
FellaAexae MarysiaJuan D Dios
![Page 11: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/11.jpg)
Hop Lun SS22 Swim Design Direction
Not Just a Label
Cutout features evolve and are combined with asymmetry panelling to create a striking element on silhouettes. as young market strive for urban styling and versatility for layering piece.
AsymmetricShape & Style
Dolores CortesPalm Swim Palm Swim
Mikoh
Neiwai
![Page 12: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/12.jpg)
Hop Lun SS22 Swim Design Direction
Providing more coverage and practicality, athletic top emerge as key item this season. from minimal sport’s bra styles to high neck and rash guard silhouette, these items that can easily transition from beach to street.
Sporty RemixShape & Style
For Restless SleepersIts Now Cool
Princesse Tam Tam Beach Riot Solid and Striped Same Los Angeles
![Page 13: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/13.jpg)
Hop Lun SS22 Swim Design Direction
Use mesh for panelling, layering and offbeat cover-up fabrics. For colour, it's essential to take an inclusive approach to nudes
Panel IllusionShape & Style
Hype
Beach BunnyAgua Bendita OYE Hype
![Page 14: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/14.jpg)
Hop Lun SS22 Swim Design Direction
A key detail update spotted through-out the season – the squareneck refreshes the classic sweetheart neckline with a modernist lens.
Square NecklineShape & Style
Haight
Bondi Born
Agua Bendita Armantia Haight
Stone Fox Swim
![Page 15: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/15.jpg)
Hop Lun SS22 Swim Design Direction
High Cut sihouetteShape & Style
This Ah-mazing super high cut leg are designed to wear over the hip, creating a long-legged sihouette, Cheeky fit ever-making it the best for getting some sun on your booty.Highwaist bottoms feature a wide, flattering waistband that falls just below the belly bottom and moderate bum coverage.
Philipp Plein
Stone Fox Swim
BillabongHaight
![Page 16: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/16.jpg)
Hop Lun SS22 Swim Design Direction
A growing interest in artisanal looks, Natural materials and craft-work details designs and timeless deails come to the fore. Tirms and buckles made ofwoven raffia or faux tortoise-shell.
Artisanal TrimsShape & Style
Bronx & Banco
PatBO
PatBO
Adriana Degreas Armantia
Armantia
Akoia
![Page 17: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/17.jpg)
Hop Lun SS22 Swim Design Direction
Not Just a Label
Eyelets and trims become more exaggerated, and are designed to be seen as the main fashion feature of expressive designs.Creative cutout to create interesting new shapes.
Edgy EmbellishmentShape & Style
Club Bossa
Beach BunnyCult Gaia Beach Bunny
Agua De Coco
Evarae
![Page 18: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/18.jpg)
Hop Lun SS22 Swim Design Direction
Bohemian trims and DIY crafting are perennially popular for swim.Incorporate with handcrafted details, wooden trim and Oversize Tassels to upgrading and renewing core items.
Bohemian CraftingShape & Style
Mar de Rosas
VIX
Agua De Coco
Lenny Niemeyer
livy
VtIX
![Page 19: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/19.jpg)
Hop Lun SS22 Swim Design Direction
Fisch
Zimmermann For Love & Lemons
As women begin to reject push-up styles in favour of more natural curves, reduce padding and revisit construction. Update core styles by lowering the underband,
creating a centre-front cutout
Center-Front cutoutShape & Style
LspaceFisch
![Page 20: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/20.jpg)
Hop Lun SS22 Swim Design Direction
Getting back to nature and isolated hideaways are all predicated to rise in popularity, we explore how natural textures, dyes and artisanal crafts are all key.
Laidback and bohemian styles are key drviers for S/S 22, traditional techniques with a homespun feel such as embroidery, macramé, crochet, tassels and pompoms update true swimwear.
BohemainMood & Colour
Bondi Born
Bronx and Banco
![Page 21: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/21.jpg)
Hop Lun SS22 Swim Design Direction
Mood & Colour
Bondi Born
��������
����������������
�������������
�������������
���������
![Page 22: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/22.jpg)
Hop Lun SS22 Swim Design Direction
An eco-conscious approach signifies an increased focus on ethically sourced materials with unbleached, natural qualities.
Back to Basic are key. Elevated Core shapes become must-haves, with the addition of active and leisure element with function and styling equally as important.
Eden-landMood & Colour
Agua Bendita
![Page 23: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/23.jpg)
Hop Lun SS22 Swim Design Direction
Mood & Colour
����������
�������������
����������
����������������
����������
![Page 24: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/24.jpg)
Hop Lun SS22 Swim Design Direction
Womenswear trends influence swim styles, we expect nostalgia to continue into S/S 22. Florals are set to be winners, retroflorals make sense on nostalgic vintage styles.
Incorporate frills and lace or crochet trims into classic girly styles in playful ways.
Joyful BloomsMood & Colour
Bondi Born
![Page 25: SS22 Design Direction](https://reader034.vdocuments.site/reader034/viewer/2022042421/625ff322c24e32791c24ae17/html5/thumbnails/25.jpg)
Hop Lun SS22 Swim Design Direction
Shape & Style
CIN CIN
������������
�������������������������������
��������������
������� �������