Your Style Scoop With Cotton On’s Trend Directors

Cotton On has been around for over 25 years and they have consistently reinvented themselves. Their secret: reinventing themselves and staying ahead of the trends. We got a chance to find out more from their Trend Directors, Maria Rinaldi­Cant for womenswear and Craig Webb for menswear.

What is one thing that people do not know about your brand? At our Head Office in Geelong, we’re allowed to bring our dogs to work!

Share with us what your team / work culture is like?

Life at the Cotton On Group is never boring, that’s for sure. It’s always fast paced and we’re constantly looking at how we can create better products and better experiences for our customers around the world while making a positive difference in people’s lives. We want to create a fun, happy and engaging environment that helps our people to grow personally and professionally. At all our offices around the world, Cotton On staff have access to health and nutrition programs, training opportunities and a range of well­-being services, which include the much ­loved bring your dog to work days.

What can fans of the brand look forward to in the latest collections?

For our upcoming winter collection we’re loving fleece hoods, bomber jackets, joggers and rigid denim for men. For womenswear it’s all about twin sets, bomber jackets, body con and drapey pants.

How does your brand stand out from the pack?

One of the things we pride ourselves on at Cotton On is our commitment to our customers all over the world, creating products and experiences that they will love. Nowadays trends are emerging faster than ever before and customers are shopping across countries, markets and seasons.

Our team of trend forecasters, buyers and in­house designers work hard to make sure we not only pick up on the latest trends but also help set them, dropping them into store twice a week, every week.

What/who are your sources of inspiration?

Our main source of inspiration is our home. The brand was born in Australia and we try to infuse that effortless Australian style through everything we do. Australians love to travel and that adventurous, ready­for­anything spirit runs through our DNA — it’s this style attitude that we’re exporting around the globe.

What do you think is the next big trend?

For women it’s all about bodycon. Inspired by the global 90s trend, jersey bodycon dressing across dresses, tops and twin sets will carry right through to January 2017.

For men, the urban utility trend continues to inspire menswear. Think longline and customised styling, with urban street silhouettes seen across tees, joggers and our graphic fleeces.

Which trends do you think are here to stay?

Our trend team feels very strongly that the bomber jacket for both men and women is here to stay. Our customer is drawn to this piece as it’s the perfect transitional item and the ideal fashion update for your winter wardrobe. Over the next couple of months we’ll be bringing out updates to the bomber jacket with embroidered and souvenir versions on the way.

Another trend that isn’t going anywhere is denim. As a brand, denim is in our DNA ­­ it’s where we began and we always love to explore new and exciting ways to work with it. With trends in fashion denim continuing to gain momentum through street style and across the catwalk, we’re looking forward to continuing to update our favourite fabric in new on­trend fits and silhouettes.

Any new initiatives that fans of the brand can look forward to?

We’re really excited about the launch of COAR — the Cotton On Active Range — coming this October. COAR will be available for both men and women and features a series of unique tech attributes to enhance performance, including quick dry moisture management, water repellent fabrics and odour management. The range has been designed with lifestyle in mind — meaning you will feel just as comfortable being out to brunch in your COAR gear as you would on the track.

Also coming up is the launch of a new urban street wear collection Among Equals, and updates to our TBar x Cotton On Artist Series, an ongoing initiative that provides a platform for new and emerging artists worldwide to showcase their creativity.

With a better understanding of the brand, you are now all set to invest in your key pieces!