"The thinking behind Milan Fashion Week is about calling the shots for next season's ready-to-wear ranges," says Men's Health fashion director, Neil Doveton.

"The trouble with this is that the average guy on the street has difficulty following — let alone wearing — these prescribed and commercially-driven styles."

"That's why Men's Health attends the shows: to monitor forthcoming trends, to see how we can appropriate these into our South African lifestyle and to glean a few style tips and ideas for even the most unfashionable of fashion victims.

"This year I headed off to the collections rather daunted by the prospect of having to establish a brand new wardrobe in the midst of a recession. I was relieved to see how designers have reacted sensitively and cleverly to our flailing commerce.

"Fundamentally, not much has changed — no revolutionary trends like the slim-fit styles introduced two years ago or the 'Everything Must Bling' fad of 2006 that had everyone rushing off to buy something glitzy in a metallic finish. This lack of change may have disgruntled some of the gossipy third row fashionistas, but I think it's great news — reinvesting in a whole new wardrobe right now is a luxury way down on the list for most people. But hey, let's look on the bright side: there is always one trend, and this year it's colour!"

Trends

According to Doveton, there are a few definite trends headed South Africa's way:

Colour

"Last season's palette of muted shades in greys and naturals lingers on conveniently, but gets a fresh lift — highlighted this year with accents of vibrant and illuminating colour. Red reigns supreme as well as a funky and popular combination of electric turquoise, purple, green, pink and citrus orange and yellow to liven up both mood and outfit," notes Doveton.

"I'm not suggesting you need to don a pink suit or strike a pose in head-to-toe purple (actually we suggest you don't!) it's a matter of livening up your existing wardrobe with a few new colourful items and accessories combined with muted natural shades such as beige, grey and taupe."

Denim

"When it comes to jeans, they get ripped more than a MH cover model six-pack. Slashes, tears, patches, distressed and faded blue is the new key look. Great for the recessionista — just rip a few of your old pairs! The denim shirt makes a huge comeback and teams up with everything from jeans to suits, to chinos and ties."

Shoes

"The boat shoe, loafer, moccasin — whatever variation of this shoe takes your fancy, will see you stepping out in style next summer. Stick to suede for a high fashion edge.

Also making a strong presence this year is the ankle boot — again in suede or soft leather. Whether military inspired or with a hint at the Western cowboy boot, it's the perfect footwear to pair up with faded jeans and your favourite T-shirt. For the slightly more adventurous dresser, wear them with a slim-fit tailored suit."

Bags

According to Doveton, "bags get even bigger and bolder than before".

"Look for a soft leather or canvas sling or tote bag. Whether classic in style like Burberry Prorsum or bright and colourful Etro inspired it's the season's must-have accessory. As long as it's big and eye-catching, get one!"

Sunglasses:

"Whether your choice is the classic aviator or funky retro wayfarer, both styles still prevail. There is no need to rush out and invest in new 'sunnies' — the ones you're wearing now are still cool. At least for another season…"

For more information or media queries, please contact Men's Health fashion director Neil Doveton at neil.doveton@touchline.co.za, or go to the Men's Health website at www.mh.co.za

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