More-is-More | Avery Dennison

AD Trend Alert


This season, we celebrate youth culture with plentiful, brightly colored graphics and experimental surface decoration.

Since winning the Avery Dennison RBIS Emerging Brand Award at this year’s WGSN Fashion Futures, designer Mimi Wade has worked closely with us to transform her kitsch graphics and slogans into a range of heat-applied embellishments. The graphics were used across Mimi’s entire collection for her SS17 London Fashion Week presentation at the Fashion East showcase, an initiative that supports emerging designers through the early stages of their career.

Titled ‘Mimimount,’ Mimi’s collection draws on inspiration from Old Hollywood and her grandmother, who was an actress and local socialite in the 1950s. Flocked cherries, cartoon pandas and an all-over dalmation print were heat-applied to garments in lightweight fabrics and denim, along with oversized woven patches, heat transfer illustrations and laser-cut colored foil, one of which is a slogan reading ‘Infernale Beauté’ emblazoned on a hot pink dress.

 ‘Mimimount,’ Mimi’s collection

Statement graphics continues to be a wild and prevalent trend across the youth fashion world, with busy prints and bold slogans seen this season from other designers such as Stella McCartney, Peter Pilotto and Ashley Williams. Surface decoration becomes increasingly experimental with designers embellishing all manner of materials and items with elaborate patches in all-over scattered placements.

Over in New York, another collaborator embracing the more-is-more approach is international designer Vivienne Tam. The first fashion designer to use NASA’s logo throughout her collection with woven & embroidered patches, she took inspiration from her recent visit to Houston and channeled it into dresses collaged with Avery Dennison RBIS embroideries, woven heat transfers, and appliqués encompassing the city’s highlights.

 ‘Mimimount,’ Mimi’s collection

Sequined rockets mingled with vibrant Mexican blooms, super soft fringed suede jackets were teamed with chrome metallic flares for a “space cowboy meets rodeo” vibe, and botanical prints were spliced with a constellation of stars. The Houston Livestock Show and Rodeo let Tam use their logo, which were seen as patches on a denim dress.

We love nothing more than to see our products used to such great effect on the world’s fashion stage, and continue to partner with designers who push the boundaries and inspire us in their creativity. We have tons of exciting projects in the mix, and will keep you posted here on the AD Trend Alert as well as Twitter and Instagram @avydenRBIS.

For more information on any of our products, insights or partnerships, please contact me at

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