Once again, minimalism proves popular. Common showed the AW14 collection names Tech – Noir. The brand describe the collection as ‘a fusion of London-edge, Paris-chic and Scandinavian minimalism’ and they have hit the nail on the head. The collection was quite obviously based on science fiction mixed with film noir as the clothes expressed the genre perfectly. The colour palette focusses particularly on the darker colours including cold blues and blacks matched with contrasting stark white for extra effect. Then, to add the science fiction part an insertion of laser red and bottle green in a design that shows detailed graphics that looks a little like a science experiment. Similarly to other AW14 collections the collection oozes a casual style with straight cut trousers and square shapes around the shoulder. Including large, fluffy coats in a range of colours and long white shirts draping downwards the film noir is also apparent. A reoccurring trend seen for the season is most definitely the turtle neck as seen again in the Common collection however by adding ‘CMMN’ in letter around the front of the neck they have stepped just outside of the box and left a memorable stamp in my mind. If a laid back, urban style is your thing then Common AW14 is definitely for you.
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WORDS: Sarah Stoneley @Sarahhsx
IMAGES: Sarah Stoneley @Sarahhsx
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