Is it Spring/Summer already?
Posted by Yvonne Baulderstone on August 7th, 2009 at 11:59am
We might complain about record heatwaves, water restrictions and long term drought however it takes a measly month or two of ‘winter’ before we are again ready to launch Spring /Summer. Despite deceptively warm days according to the calendar we still have almost a month of winter before we can truthfully see the launch of spring and months before summer really hits our shores. So why is it we and the fashion industry in particular, are so keen to hasten winter and bring forth summer?
Come August the big department stores are pushing the onset of the new fashion season as Spring/Summer lines are launched in store. The release of Myer’s Spring/Summer TVC (Badjar Ogilvy) brings with it a sense of excitement and new beginnings:
The 30 second ad is bright, interesting and stirs your imagination acting as a teaser to the warmer months to come.
As a fashion designer, I felt like a kid at the Christmas pageant, the joy as I realised it’s that time of year again! I can share my passion for summer dresses without the added and often unconvincing line “you can always layer it”. From a boutique retail perspective the dawn of sunshine at any time of year brings with it joyful customers and in turn a joyful shop keeper as the shopping bug hits.
So what is it about Spring/Summer which has such a profound effect? Is it the old grass is greener scenario? Are we equally keen to welcome Autumn/Winter into our lives and our wardrobes? Today, after months of darkness and dreary cold weather I find this hard to believe. The joy surrounding the onset of Spring/ Summer seems to run deeper into the Australian psyche. Summer, along with the Aussie beach culture, bbq’s and the hills hoist, is an integral part of the Australian identity. There is something about summer days that make you feel more in tune with your inner Aussie. Winter is fine in short doses however it wouldn’t be cricket not to welcome summer at the first sign of warmth even if it is still August.
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