Avery Dennisons new designer collection for Spring/Summer 2010 creates a balance between nature and society

Avery Dennison, a leader in brand identification for the textile apparel industry, has introduced an international designer trim collection that incorporates diverse trends and creates a balance between nature and society.  The "Designer Collection Spring/Summer 2010" is being presented this week at the Munich Fabric and Trimmings Show - Munich Fabric Start" (MFS).

The designer collection was developed by an international creative team from Germany, France, and the United States under the name "SIGNAL. The message behind SIGNAL is the need to recognise the signs all around us, that are warning us to raise our level of responsibility in all areas effecting the environment and the global community. Fashion has the ability to transcend physical and cultural barriers and to play a creative role in improving societys current state and reaching its desired future state.

The Spring/Summer 2010 collection incorporates four comprehensive themes, "Serene", "Virtual", "Expression" and "Excess" into its overall concept. They fit seamlessly into the growing desire among many individuals for more balance in their lives, both internally and externally and a more hospitable environment for them and future generations. Twenty individual lines are created within these themes for the apparel industry's core markets. They are:

Serene is a harmonic interplay between oneself and nature.  The design concept plays with purist and minimalist manifestations. The "Refuge" line displays denim solutions, including a branded closure solution and combination labels with metal clasps and interesting fold variations. "Oasis" comes in natural tones and presents fabric labels infused with elastic to create a soft, ruche effect.

Virtual focuses on structured, functional elements that are colouful and innovative with a touch of humour. This theme uses modern synthetic fibres, which are in harmony with the environment being ecologically produced and recyclable.

Expression explores the impact of foreign cultures with an ecological connection. The colours are earth based.  The Bamboo" line for childrens wear highlights the panda as an endangered species and plays with innovative forms such as a panda head as a small pocket and a paper windmill with a bamboo stick combination as a hang tag.

Excess is a new interpretation of classic emphasising tradition and luxury. There is opulent use of high quality materials such as satin, silk and natural leather combined with fine detail.  Excess includes lines such as "LaFleur", featuring woven labels made from 100% silk yarns and "DeGoa" - an extravagantly decorated line using synthetic ostrich leather combined with faux gemstones. The hang tag is finished with thermo reactive film, which changes colour when touched.

To view the collection online please visit: http://www.ibmd.averydennison.com/collections 


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