Why Does the Boho Trend Never Disappear?

If you are suffering from boho fatigue, it’s entirely understandable. Two weekends of Coachella results in a grand total of 144+ hours where social media is saturated with hazy shots of (modern) hippy moments: Floral garland headbands, fringed everything, hair braids, peace signs, cowboy boots, crochet, printed maxi dresses, and all of the usual garb was again employed by the desert festival’s fashionable crowds to party in what’s now “traditional” Coachella style. As a fashion editor who feels a strong affinity with all things ’70s, I find myself confronted with a strange conundrum: I love the look, but have we reached peak boho? One glance at the retail landscape, as well as the direction of both this season and next, and it would appear not…


(Image credit: Vanni Bassetti/Getty Images; Style du Monde)

Nadiia Sahpoval and Kate Foley giving good boho on the streets of fashion week.

We’ve already deciphered the ways you can sidestep the clichés like the coolest A-listers, but it’s not just these Californian coordinates where bohemia currently rules supreme. A fashion designer once described boho trends to me as a “cash cow”: It always appeals, it always sells, and it always works on a shop floor—no matter what the overarching trends of the season may be. The mood on the runways and the streets has been very much in favour of the ’70s for some time and continues to be well into A/W 16, but what makes this aesthetic a cash cow? Why do we love it so much? And can you look legitimately bohemian in spring 2016 without going a tassel too far into fancy dress? We put the questions out to the fashion industry and they duly responded.

Keep reading to discover what’s behind this mega-trend and how you can ace it now…



(Image credit: Getty Images)

Valentino and Etro S/S 16 shows had strong bohemian vibes.

“Boho is the epitome of fashion escapism, offering women clothes they wouldn’t necessarily wear to the office and instantly evoking a mood of summer and travel.” — Lisa Aiken, retail fashion director of Net-a-Porter

“My feeling is that bohemian is more than a trend. It is actually a style and lifestyle that reflect an eclectic aesthetic—one that takes inspiration from travel and different cultures.” — Kim Hersov, co-founder alongside Shon Randhawa of Talitha

“I think it’s a constant because it is a very flattering and feminine look that suits all different shapes and sizes of women. Many trends can be unforgiving on the body but the ones that aren’t, like boho, have a lot more mileage!” — Coco Fennell, designer

Coachella sells four times more product than Glastonbury festival. We see triple the volume of searches for festival fashion in April compared to June, and with that comes a huge spike in demand for boho and all the search terms associated with it.” — Katy Lubin, PR manager at Lyst



(Image credit: Natalie Off Duty)

Modern boho master: Natalie Suarez of Natalie Off Duty.

“Avoid too many items at once—a tiered maxi dress plus fringed bag and floaty hat has moved beyond fancy dress into naff reality TV uniform. Pair each piece down with something plainer and add some sharper edges. A pretty sundress with a tailored blazer is going to be this summer's strongest look.” — Victoria Moss, senior fashion news and features editor at The Telegraph

“Dodo Bar Or have taken the printed kaftan and elevated it so you can wear it whether you’re at the beach, in the city or at a festival. Even Saint Laurent, known for its rock ‘n’ roll aesthetic, presented an array of prairie-inspired, printed dresses, which feel perfectly in line with the current bohemian spirit. You can buy into the trend in many different forms, from March11’s embroidered linen dresses and Mes Demoiselles’ broderie anglaise to Vilshenko’s cotton maxis. There is a style to suit everyone.” — Lisa Aiken

“For S/S 16 there was a vintage feel to the collections, providing a different way into the trend. Designers such as Etro, Erdem and Alexander McQueen all embraced modern bohemia in the form of romantic print floral and ruffle dresses. It’s clear that people are obsessed with vintage pieces; they’ve stood the test of time and we’re now seeing brands replicate the style with a contemporary twist—think long floral maxi dresses with an asymmetric hem and cut-out shoulders.” — Lisa Aiken


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Hannah Almassi
Editor in Chief

Hannah Almassi is the Editor in Chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits.

Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.