PostSomewhere In-between: Introducing the AW16 Pre-Collection


Although something still relatively new to Clarks as a brand, the concept of a ‘Pre-collection’ actually has a long, interesting history in the world of fashion.

Also known as a ‘Resort’ or ‘Cruise’ collection, the concept of the pre-collection was something that began in America. A line usually produced by high-end designers, in-between the expected twice-yearly spring and autumn collections.


After recognising this gap in the market, the ‘trans-seasonal’ wardrobe was born. The demand for beautiful, exclusive pieces, perfect for luxurious holidays to tropical climates were in high demand by the designer's richest clients. Jetting off to corners of the world that required a suitcase full of summer clothes, when the stores at home were filled with fur and winter boots - hence the coining of the name, ‘Resort’ collection.

These pieces would also usually be designed using shapes, colours, detailing and prints set to be big in the coming season. This uniqueness and exclusivity gained the designs a lot of attention and demand among the masses, resulting in other brands creating cheaper, replica pieces to stand up to newly derived demand – thus, a trend is born.


The idea of borrowing trends from a future season to wear now began to catch on amongst clothing designers and retailers. Clarks, maintaining their trail-blazing spirit, have just launched their third pre-collection line since AW15. This season’s boasts a selection of perfect summer silhouettes – wedding heels, holiday sandals, flats for warm office days as well as casual weekend run-arounds – ideal for now, but with enough style longitude to step you seamlessly in to autumn, and more importantly, your winter sun holiday.


The pre-collection range is always designed with a future season twist, adopting key colours and prints set to be big. Ideal for those wanting to keep ahead of the curve this season and in to the next. Just start counting those compliments - don't say we didn't warn you...


SHOP - Pre-Collection and New Arrivals



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