trends: british
Images:
Above: mugs by Jan Constantine. Below: kitsch curios from Rex International
Products
In terms of how this trend has been captured in products, it spreads far and wide. The beginnings were seen with the popularity of kitsch, mix and match tableware and patterns by de- signers such as Emma Bridgewater and Cath Kidston. This continues, with more diverse patterns and novel- ty kitchenware. As the trend develops, designs are utilising more directly British elements. The Union Jack is now central and used across crockery, cushions, throws, jewellery, decorative flags, bunting and even clothing. Jan Constantine is one de- signer waving the flag for truly British housewares with hand-embroidered textiles that evoke a range of patriotic connotations, from memories of the 60s with fun messages such as ‘Love’ and ‘Peace’ stitched onto kitsch cush- ions, to pieces with popular seaside icons such as seagulls, lighthouses and anchors. She adds a modern twist by using the Union Jack in new and edgier colour schemes including pink, black and cream.
Another popular motif within this
trend is the British bulldog, an icon of national strength and determination, and reminiscent of previous struggles. Harking back to a time when the British Empire was powerful, depic- tions of monarchs past and present, maps, crowns and globes are preva- lent. Empowering slogans such as ‘Keep calm and carry on’ and ‘When life gives you lemons, make Lemonade!’ are popular and tap into the desire to overcome the current difficulties. Retro illustrations of pin- ups and wartime posters add a sense
Wild & Wolf channelled these inspira- tions into its ranges at the recent trade shows with compelling prod- ucts including Ladybird Activity Kits and a range celebrating the popular English footballer Charles Buchan. Traditional and typically British inter- ests including cricket, rugby, polo, sailing, trains, baking, picnicking, cy- cling, hunting and exploring are all called upon to inspire both adults and children alike. On the low to mid- price end of the market kitsch lunchboxes, flasks and novelty picnic- ware are becoming more popular, as
“Harking back to a time when the British Empire was powerful, depictions of monarchs past and present, maps, crowns and globes are prevalent.”
of fun and encourage ‘team spirit’. Many designs play to adults’ nos- talgia, with classic hobbies such as crafting, Boy Scouts and Girl Guides, reading fairytales, playing football, sewing and skipping, as well as games including Cowboys & Indians, Doctors & Nurses and card games.
shown by suppliers such as Rex International. As budgeting con- sumers embrace the value of packed lunches and picnics, such accessories can make them more fun and fash- ionable. An interest in tea parties, street parties and home entertaining can be catered to with decorative teapots, tea-cosies, plates, and cups and saucers. Carters Ceramic Designs creates quirky and quintessentially
English teapots in Suffolk and reports that its teapot designs such as the Cupcake, Typewriter, Egg & Soldier, and Poetry Books were particularly popular at Spring Fair 2010. This trend also runs to high-end
products that offer an element of authentic heritage and symbolise a traditionally luxurious lifestyle. Spring Fair saw a number of orna- mental globes, luxury rocking horses, leather trunks and model classic cars, yachts and boats. Ultimately this trend looks set to
stay. With the rest of 2010 likely to remain a slow economic recovery process, consumers will still need reasons to spend, particularly on any- thing other than necessities. Patriotic products can speak to a lifestyle that many are working towards, encour- aging impulse purchases and helping consumers enjoy their disposable in- come, so now may be the time to start waving the British flag through your product offer!
18 Gifts & Housewares
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