IN MELBOURNE THEY'RE TOUTING GRANNY CHIC

Morgan & Taylor hat and gloves Photo: Rebecca Hallas

There is a lot of talk about the economy – and everyone is saying something different about its fashion ramifications. Some say classics are important, others are sure that luxury will fill the money gap infiltrating the workplace.

At the L'Oreal Melbourne Fashion Festival they're saying it’s all about the Granny. If you remember the 60’s and 70’s then you will remember this trend. It’s about old-fashioned, ladylike looks — the kind of thing your grandmother used to wear.

“Among the key looks, which some have dubbed "granny chic", will be prim knee-length pencil skirts, pussy bow blouses and pretty 1940's-style tea dresses - complete with hats, gloves and hosiery.

Fashion experts say the trend for classic, conservative clothing is a common consequence of uncertain economic times.”

"Our winter collection has lots of 1940's and '50's influences, with hemlines covering the knee. It's very demure," says Melbourne designer Megan Park, who will show her collection of silk blouses, pencil skirts, tea dresses and tailored tweed coats during this week's festival.”

"When times are a bit tough or a bit tight, people definitely tend to invest in pieces that have a timeless appeal. They want garments that are classic and won't go out of fashion, rather than trend-driven pieces they won't be able to wear next season.”

Myer's director of apparel, Judy Coomber, agrees. "The fashion is definitely a lot more refined this season. We're seeing a lot of 1940's inspirations like soft pussy bow blouses, silk and satin shirts, pencil skirts and platform shoes and a little more tailoring and suiting than we've seen for a while."

Ms Coomber expects accessories such as hosiery, hats and gloves to sell better than they have in years.

"Accessories are really important this season to finish this quite refined, polished look. We're expecting strong sales in hats, gloves and hosiery," she says.

The trend for prim designs was evident at New York Fashion Week last month when designers including Diane von Furstenberg, Michael Kors and Peter Som opted for demure over daring fashion. Ladylike clothing has been on display in Paris (Valentino and Chanel) and Milan (Prada and Dolce & Gabbana) — with lots of tweed, belted skirt suits and waisted, below-the-knee dresses — with hats and gloves of course.

US retail strategist, Wendy Liebmann, CEO of WSL Strategic Retail says that while most designers opt for safe clothing during tough economic times, they should be creating new trends. "What they need to do is create a hot new trend to encourage consumer spending — something that makes everyone go, 'Wow, I have to have that,' no matter what their financial situation."