Festival season is upon us: Sonar this weekend, Glasto next, then Exit, the Secret Garden Party, Latitude and Bestival....the list could go on and on.
In the past couple of years, 'festival chic' has become part of the fashion world's consciousness. I don't know if this began as a clever marketing campaign or whether it was spawned from the numerous pictures of stylish off duty models caught on camera but designers have seen the potential and festival dressing has become almost a season in itself, like cruise. This is to the extent that DSquared2's Spring/Summer '10 was based entirely around the concept of 'glamping', or glam camping.
To hardcore festival goers and hippies, glamping probably goes against everything true festival spirit stands for. However clever designers like Dean and Dan Caten have tapped into a new spirit: an almost competitive urge to look photo ready and uber stylish (yet 'naturally' so) from the moment you enter the campsite until the moment you leave.
What first struck me about the collection were the pops of colour, whether it was a parka in a primary shade or a glimpse of a tangerine knee sock peeking out from above a gumboot. Secondly, there was the fact that inspiration came directly from the campsite itself: the vermilion dress (pictured above) clearly mimics the structure of a tent.
Finally there was the injection of humour and irony that underpinned the entire collection and this was perfect for the paradox of a fashion show based around camping. My favourite touches were the 'I Heart Camping' hoodie, the picnic rug dress and the anti-fashion baseball caps jammed onto the models heads as they glamped down the catwalk.....
....talk about tongue in chic.