As Coco Chanel so famously observed, fashion is in the sky. It's also in popular music, beauty products, sports, travel, color, and all the many other lifestyle products we enjoy. The fashion trend & forecasting experts at The Doneger Group have been reading the tea leaves and recently released the first in their series of seasonal trend insight pieces. They've dubbed the new kitschy-cool, yet upscale, aesthetic that has been emerging Endless Summer , after the iconic documentary from the mid-60s which tagged along with two Cali natives as they followed the waves around the world in a never-ending global summer of surfin'.

Here is how to catch the wave:

Surf Trend Summer 2010

FASHION: The focus is on prints like watercolors, tie-dye, washed-out florals, bleach and acid washes, and colorblocking - in waterproof materials like neoprene, rubber, plastic, and paired with beach-ready accessories.  (We're totally in lust with these limited edition Opening Ceremony Keds in Ultrasuede neon brights!

Surf trend retail summer 2010

RETAIL: Surfing has inspired collaborations Backstage_giles_deacon_ss10_048 copy including Loomstate x Surf Lodge, Cynthia Rowley x Roxy, and Vans, as well as merchandising concepts and store decor, along with an emphasis on eco-awareness.

BEAUTY: It's all about that surfer-girl vibe - pastel hair, marine-inspired nails, sun-kissed cheeks and white eyeliner.

TRAVEL: The life of leisure gets laid-back and luxe at surf-inspired destinations like Montauk's Surf Lodge, the Postcard Inn on the Beach at St. Pete's Beach, and the Canary Hotel in Santa Barbara. Bars like Surf_lodge_montauk_1 NYC's new rum joint Cienfuegos and Trader Vic's have helped to make beach kitsch hip again.

Hang Ten!