Kelly Helfman, Show Director of WWDMAGIC, shares upcoming trends

As the young contemporary market is growing, there are various upcoming trends for the new season. With WWDMAGIC just around the corner, there are a select few key pieces highlighted for the evolving market. In order to note these trends before the show, FashionUnited chatted with Kelly Helfman, Show Director of WWD, about the evolution of Young Contemporary in the fashion industry.

Please tell us about your experience in the fashion industry prior to WWDMAGIC.

After I graduated college in 2003, I started working for the footwear brand London Sole, specifically handling their online retail business and working out of their Santa Monica location. While at London Sole, I decided to start my own vintage-inspired contemporary brand called KWEEN. It was displayed in the Fe Showroom at the Cooper building in LA along with brands like Heatherette and Megan Fabulous. I learned all about the wholesale business, retail channels, etc. I did that for about three years until I got the opportunity to work at MAGIC.

Can you explain WWDMAGIC in your own words?

WWDMAGIC is the largest trend and young contemporary ready to wear and accessories tradeshow in the US, connecting brands to buyers. It is all about giving brands the platform to market their collection, meet retailers and connect with the fashion community.

How does the show help develop what the new upcoming trends will be?

Of course retailers and buyers are coming to stock their stores up, but a huge reason for attending the show is to understand the trends for the upcoming seasons. Our brands manage to stay ahead of the game and are delivering trends quickly.

Can you share with us some of the emerging trends for the Young Contemporary market?

A few emerging trends we have noticed within the young contemporary ready to wear market include statement/bell sleeves, satin, military inspired jackets, shearling jackets, and complex geometric patterns.

As for emerging trends within the young contemporary accessories market, we’ve been spotting corset belting, wristlet bags, bold/climbing earrings, and chunky, avant-garde shoes a.k.a “ugly shoes”.

Why these styles are specifically predicted as trends?

These styles start on the runways in Europe or come from specific decades which were hot in fashion and so, they work off these types of concepts to create the trends. For example, the 90’s era is back in full effect right now with trends such as chokers and slip dresses over tees.

What is the target demographic for Young Contemporary clothing?

The target demographic for Young Contemporary is ages 16-50. These days, a mother and daughter are shopping at the same stores. Young Contemporary clothing is able to cover just that; from a fashionable girl in high school, all the way to her hip mom.

In what ways is the Young Contemporary market growing in the fashion industry?

Young Contemporary is growing because it has a sweet spot on pricing. Denim is just under 100 dollars, while tees are under 40 dollars. The Young Contemporary market is not only affordable, but also screams out quality.

WWDMAGIC takes place this February 21-23 in Las Vegas at the convention center. Bringing together a large selection of women's apparel and accessories in the industry, the show highlights upcoming trends and emerging designers. UBM Fashion Group, the producer for WWD MAGIC, leads in over one trillion dollars in global fashion, including shows in New York and Las Vegas. The shows cover trends from womenswear, menswear, children's apparel, accessories, and footwear.

Photo Credit: Kelly Helfman, Show Director of WWDMAGIC, PROJECT Women’s and FAME