This time of year all the major fashion houses are busy jockeying for position in hopes of becoming the trendsetter of summer fashion. Recently we've seen plaid make a return to fame and summery tints like lime green ran from Oxford Street to Bond Street. Major designers are as busy differentiating themselves from one another as they are to jump on the bandwagon for any look which seems to be gaining momentum.
Welcome to 2010 - year of the Chav.
"I liken it to the hip hop movement," Karl Lagerfeld told associates recently in Milan. "In the 1980s, New York City lower classes shopped at stores similar to my maid and gardener. Simple and basic looks that went from cult status to global trend."

Paris, London, Milan, Los Angeles, and even Tokyo are already heralding in the new wave.
"There's something about mixing a naf jumper with a tracksuit and velcro shoes," said buyer Robin Walkes.
Hip hop mainstays Tommy Hilfiger and Burberry are two of the most noticeable high street brands to follow suit. Their collections are replete with fake diamond earrings, heavy cotton hooded-sweatshirts, lined tracksuits, caps with the bill aligned asymmetrically and at an upwards slant. Burberry is even recruiting actual Chavs to model its line-up, such as Derek Moore who lives near the labels outlet store in Hackney.
"And I was like I ain't coming down to put on yer fookin' cloves fer girls," he recalls. "Who der fook do ya think you're talkin' to you fookin' egg in a bun?"
But in the end Moore could not resist the steady pay and is now contracted with Ford modeling agency and is just one of many such stories.
"These rags to riches stories are being borne out of the hard economic times," says Ford spokesman Olivia Hubert.
"It took some time for the luxury brands to respond but it is apparent now that they see the times have changed. Many designers are speaking of expanding the line into a sort of lifestyle," she says. "Ermenegildo Zegna is asking 'what would a chav wear to a job interview, if chavs actually worked?'; meanwhile Ikea is trying to send designers to visit flats in Blackpool for inspiration."
After taking root in the fashion world, the word has now spread into academics as well. City University graduates have already begun fundraisers and awareness programmes: Chavs Against Poverty, including a photo-essay of patients at drug, alcohol, and knife-wound recovery clinics entitled "I want to live like normal people".