Jayne Mountford is a fashion trend journalist and the founder of Hall Five, a platform that brings together trend forecasters. With a focus on the local fashion scene in Sao Paulo, Brazil, Jayne writes for FashionUnited, covering topics such as emerging trends, color forecasts, runway shows, and buyer's guides for both men's and women's fashion.
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Jayne Mountford's focus is on the local fashion scene in Sao Paulo, with a concentration on beauty and fashion. Her coverage includes runway shows, models, color trends, and seasonal guides. When reaching out to her, consider providing insights into upcoming local events such as Sao Paulo Fashion Week or emerging fashion trends specific to the region.
If you have expertise in analyzing or predicting local fashion trends in Sao Paulo or can provide insider knowledge about the regional fashion industry, your pitch may be well-received by Jayne. Additionally, if you are involved with organizing or participating in local fashion events within Brazil or particularly in Sao Paulo and have unique perspectives to offer about these events, this could capture Jayne’s interest.
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By: Jayne Mountford
MFW SS25 designers played down the usual sexy looks in favor of something more demure but still ultra feminine.
MFW SS25 designers played down the usual sexy looks in favor of something more demure but still ultra feminine.
Models Who Walked the Most SS 2025 R-T-W Runways The SS25 runway season saw several notable celebrity cameos, including Alexa Chung at Tory Burch
During Paris Fashion Week SS25, designers offered a variety of intriguing colours and colour combinations. As witnessed on the runways, the sophistication offered by ‘latte dressing,' that is, wearing elegant styles in shades of brown, will continue to trend next season. A palette of refined neutrals told a similar story, and consumer interest in ‘corpcore' promoted looks in multi shades of grey in combination with other colours. On the other hand, as seen in the other ‘big four' fashion cities, bright colour and pastel combinations offered a spirit of optimism in an otherwise uncertain period of time.
During Paris Fashion Week SS25, designers offered a variety of intriguing colors and color combinations.
Several designers showed riffs on military and utilitarian styles during the SS25 runway season. There are a few reasons for the popularity of this trend. The 2024 USA general election is just days away, and with the possibility of the country electing its first woman President, the topic of female empowerment is on many peoples' lips. One could say that women's clothing mimicking military attire sends a message of strength and independence. While some designers, like Elie Saab served up traditional looking versions of army looks, others, such as Versace mixed things up adding utilitarian details with other contrasting styles.
Perhaps surprisingly for the spring season, plaid will be a key pattern for SS25. The word is derived from the Scottish Gaelic term "plaide," originally referring to a blanket or cloak.
Drawing closer to the third anniversary of the passing of Virgil Abloh, it's clear that his legacy will live on.
There were several key outerwear styles shown on the runways for the SS25 season. The trench coat and novel variations of this classic style
People are increasingly looking to the past for inspiration, especially as social media amplifies nostalgia-driven trends.
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