What to wear next season: A/W 2010 trend report

My PR days are behind me and I’m slowly getting back into the journalistic swing of things. After a very happy couple of hours spent reacquainting myself with the beauty cupboard and having a good root through the A/W make up box, I’m now feeling thoroughly excited for the coming season.

You see, the sun may be shining (well, most of the time), but us long-lead beauty journos are already thinking to Autumn and beyond. In fact, the first invitations have started trickling in for the annual ‘Christmas in July’ press events, meaning we’re already thinking rich winter moisturisers and heavy-duty lip balms.

I was fortunate enough to be invited to the Vogue A/W 2010 trends report download recently (a beautifully organised event with the cutest mini scones and brownies you’ve ever seen) and I wanted to pass on the exciting trends coming our way this winter.

As is often the way, it’s a case of beauty imitating fashion this coming season. The catwalks were awash with grown up camel coats and capes, understated but beautifully finished eveningwear, and 90s style minimalist tailoring.

This less frivolous, more practical influence was mirrored in beauty by a huge movement towards ‘back to basics’ make up. The focus was on products and colours you usually disregard or take for granted. Eye shadows in subtle earthy hues from camel and taupe to mink and mocha took centre stage, and the techniques used to create this ‘sepia photograph’ effect became the focus.

Contouring was big news with a move away from soft blush towards a more rigid structure - powders were used to boldly carve out strong cheekbones. Brows returned to their natural, un-plucked state (in contrast with this season’s bleached brows) and lips were lined perfectly, and finished with a thin layer of clear gloss.

Nicola Moulton, Vogue’s incredibly lovely Beauty Director, told us make up artist Val Garland used a toothbrush to gently scrub models’ lips to bring out the natural colour, before patting on lip balm for a barely-there sheen. A perfect example of the ‘less is more’ approach.

So my top tips to those who want to stay ahead of the game are:

1. Invest in a good quality set of make up brushes. Lancome are launching a new range this autumn, and Max Factor have just launched a decent range for those on a budget.

2. Stock up on those neutral shadows you usually overlook. Blend them to create subtly beautiful eyes. Revlon have once again got it spot on with their new range of copper, bronze and silver shadows. Look out for my favourite, Nude Slip, a taupe-y pink with a beautifully soft sheen.

3. Don’t bin your statement lippies just yet. A wide variety of shades featured on the catwalks, from deep plums to electric corals, just make sure you properly prepare and line your lips first. Pick up a good long-lasting clear gloss or balm to seal the deal. Crème De La Mer’s The Lip Balm is the best I’ve ever tried.

So there we have it ladies - happy shopping, and remember: Next season, less is most definitely more! 

Jx