Behind the collection – Mediterranean Style
Shaped by our team’s expert product knowledge and close eye on the market, our new Mediterranean Style collection captures the essence of aspirational summer living.
Jen tells us more about the thinking behind it, from customer aspirations to the themes and aesthetics defining the season.
What was the inspiration behind Mediterranean Style?
Year in, year out, there is demand for lovely, summery Mediterranean-inspired books that indicate summer really well, and even more so this year. At the spring shows, there were a lot of products with illustrations of citrus fruits, tomatoes, crabs, lobsters… A lot of really fresh, summery ingredients that people associate with summer holidays. And stripes are very on trend at the moment, too. We wanted to create a collection that indicates the season, feels very fresh, and goes with the tableware and homeware that is trending at the moment.
There's definitely a bit of an Italian focus, it’s just the ultimate summer destination. It's quite aspirational; the food, the wine, the beaches, the lifestyle is something that has perennial appeal. That's the sort of vibe we were going for, and I think that's captured really well in this collection.
How did you decide what to include?
The visual was really important, because it's really about capturing a feeling and tying in with other trending products. We actively spent time looking for lemons and oranges and shellfish, those motifs we wanted to include. We were pulling in visuals with that same retro, colourful look we've been seeing, referencing things like tinned fish packaging, tomatoes... They're things that aren't necessarily Mediterranean, but it was about creating an aesthetic as much as the content.
We thought about those Mediterranean countries, the food, drink, a little bit of lifestyle. Italy features quite heavily, but there’s also Croatian cuisine, Greek cooking, a bit of a mixture of things. There are really gorgeous, aspirational travel books in there, because we know everyone wants the perfect Instagram photos.
On top of that, we look at pricing. We want the collections to have variety, from a small pick-up item that signposts the aesthetic, to luxe, higher end titles. Depending on your customers, you know the sort of price points you'd be able to sell, or you can mix and match. We want to make sure there's something for everyone, so regardless of your normal price point, there's something that can help convey the trend.
Why do you think Mediterranean-inspired products are resonating with customers?
It appeals because it’s associated with happy memories on holiday and exciting plans. Even if you're not going abroad, it's like pretending you can live this sort of lifestyle. There’s a glamour associated with it.
The look is quite classic, but fun and colourful, and it really catches people's eyes in shops. We're seeing a lot of products on the market with that aesthetic; tinned fish is a huge trend, and we've seen it with things like matchboxes, nostalgic design with a bright, playful twist. People are buying things with pretty packaging to have on display in their kitchens or repurpose.
What kind of retailers should look at this collection?
Lifestyle shops, farm shops and garden centres are all a natural fit. It doesn't have to be limited to people who sell things like food and drink or tableware, though. It would work with holiday-themed fashion displays to help tell a story; you could pick up a little book about Italian cocktails while bikini shopping to get in the mood for your holiday!
