trend document spring/summer 2015
Abigail McEwan, Beth Hamblin-Warren, Elizabeth Simpson
4 8 12 14 16 20 24 26 28 32
Re-imagined Futures Creative Direction Primative Nature Menswear Trends Pre-historic Discovery Print & Graphics
36 38 40
Contaminated Colour Print & Graphic Fluid Complexity VM & In Store Appendix
Skeletal Structures VM & In Store Native Ritual Creative Direction Peaceful Transmission Menswear Trends Aztec Divison Print & Graphic Untold Africa VM & In Store Mutating Networks Creative Direction Clinical Dynamics Menswear Trends
tents
Con-
re-imagined futures
CREATIVE DIRECTION - SPRING/SUMMER 15
Re Imagined Futures is driven by intention of going back to basics being a new form of sustainable luxury. The resistance of modern life by tracing back to our Pre - Historic roots, yet contrasted with futurustic elements of de extinction of animals and the discovery of new species. The colour palette shows rustic shades of burgandy, brown and grey with hints of navy.
denigami-er s erutuf
CREATIVE DIRECTION - SPRING/SUMMER 15
Re Imagined Futures is driven by intention of going back to basics being a new form of sustainable luxury. The resistance of modern life by tracing back to our Pre - Historic roots, yet contrasted with futurustic elements of de extinction of animals and the discovery of new species. The colour palette shows rustic shades of burgandy, brown and grey with hints of navy.
PRIMATIVE NATURE
MENSWEAR TRENDS SPRING/SUMMER 15 The direction that menswear is leading to for Spring/ Summer 15 is driven by going back to basics with simple and minimal tailoring. London designer Wen Tan and his Autumn/ Winter 14 collection is a key inspiration for this emerging trend with the pre historic and botanical prints. Japanese clothing brand YEAH RIGHT influences the message of the preservation and re construction of garments, rather than to purchase new items. Delicate shades of pastel blues and greens, with neutral tones of biege and khaki.
PRIMATIVE NATURE
MENSWEAR TRENDS SPRING/SUMMER 15 The direction that menswear is leading to for Spring/ Summer 15 is driven by going back to basics with simple and minimal tailoring. London designer Wen Tan and his Autumn/ Winter 14 collection is a key inspiration for this emerging trend with the pre historic and botanical prints. Japanese clothing brand YEAH RIGHT influences the message of the preservation and re construction of garments, rather than to purchase new items. Delicate shades of pastel blues and greens, with neutral tones of biege and khaki.
PRINT & GRAPHIC SPRING/SUMMER 15
PRE-HISTORIC DISCOVERY The influence behind Pre- Historic Discovery is directed by the findings of ancient cave paintings created by Austrailian Aborginials and the Native Americans. Inspiring an hand drawn illustrated aesthetic as well as a graphic inspired by the re discovering of bones from humans and animals of the past. Delving to what is inside the bones, interesting structural prints of bone marrow are portrayed showing delicate and fragile imagery. Butterfly and dragonfly prints are influenced by Alfred Edmund Brehm who was a German zoologist and a natural history illustrator, who contributed to zoological findings. The colour for this trend palette demonstrates light shades of grey contrasted with vibrant blues and burnt oranges.
skeltal structures
VM & IN STORE SPRING/SUMMER 15
The direction which Visual Merchandising is heading for Spring/Summer 2015 is directed by the way that the image of bones can create interesting structures which can be incoporated into instore design and window displays. The Iceland Whale Bone Project has greatly influenced this trend with a local tradition being kept alive around the bones of whales which are often used in their raw state, taking the idea of using these bones to “create something new.” The “Vertebrae Staircase” is an architectal structure by Andrew McConnell which is inspired by the spine of a whale. When filtered through to instore this trend wil drive a sprial aesthetic representing a human or animal vetebrae, contrasted with a silver or metallic finish for a futuristic element.
NATIVE RITUAL
CREATIVE DIRECTION SPRING/SUMMER 15
Deepest Africa and Islamic street culture inspire raw earthy looks with an ethnic feel. Africa is the world’s secondlargest and second-most-populous continent and after years of just creating the product in the sideline its now their time for the spotlight through SS’15 trends. ‘Africa Now’ art auction being the forefront of the market, artists like El Anatsui and Bruce Onobrakepeya inspire consumers globally with modern and contemporary African art. Colour Palette varying from warm yellows, rich browns to deep reds and greys.
LAUTIR EVIATN
CREATIVE DIRECTION SPRING/SUMMER 15
Deepest Africa and Islamic street culture inspire raw earthy looks with an ethnic feel. Africa is the world’s secondlargest and second-most-populous continent and after years of just creating the product in the sideline its now their time for the spotlight through SS’15 trends. ‘Africa Now’ art auction being the forefront of the market, artists like El Anatsui and Bruce Onobrakepeya inspire consumers globally with modern and contemporary African art. Colour Palette varying from warm yellows, rich browns to deep reds and greys.
peaceful transmission
MENSWEAR TRENDS SPRING/SUMMER 15
Peaceful Transmission is a trend based on Islamic street culture with a modern twist. Islam stands for the peaceful transmission to god and normally will require men wearing very loose baggy clothing. However this will be twisted with modern society of trainers rather than the traditional Islamic shoes. Tourne De Transmission was a key inspiration for this trend as he bases his clothing ranges on the Bangladesh street culture with modern elements. The colour palette will consist of warm Middle Eastern colours; mustard yellows, deep reds, rich browns and a dominant colour of grey.
peaceful transmission
MENSWEAR TRENDS SPRING/SUMMER 15
Peaceful Transmission is a trend based on Islamic street culture with a modern twist. Islam stands for the peaceful transmission to god and normally will require men wearing very loose baggy clothing. However this will be twisted with modern society of trainers rather than the traditional Islamic shoes. Tourne De Transmission was a key inspiration for this trend as he bases his clothing ranges on the Bangladesh street culture with modern elements. The colour palette will consist of warm Middle Eastern colours; mustard yellows, deep reds, rich browns and a dominant colour of grey.
PRINT & GRAPHIC SPRING/SUMMER 15
AZTEC DIVISION Aztec Division is heavily influenced by tribal geometric print. Autumn/Winter ’14 is a key instigator with engineered graphic lines and disrupted patterns. Ethnographic art is underlining and the bases for inspiration within print. Its revisiting africas deep history providing us with a cultural print clashed against modern geometric lines. The dominant colour for this trend is black with hints of warm reds and metallic golds.
UNTOLD AFRICA
VM & IN STORE SPRING/SUMMER 15
Afronauts are leading the way through this VM and In store trend, ‘Untold Africa’. With Africa being the future hidden elements are arising. The Afronauts is a space programme that started in 1964 by a schoolteacher who dreamt of sending Zambians to space between Soviet Union and the United States. However, the ambitious initiative was doomed to failure. The subject has now been re-touched on by photographer Cristina De Middel who has re-created her own story of how she imagined it to look. VM and in store trends can be changed with this creative aspect by creating fantasy-rich and self created props or broken rocket ships with unexpected twists. The colours through store will be bright and viabrant consisting of reds, greens, blues and white inspired by the costumes Cristina De Middel has given these Zambians.
MutATING Networks
CREATIVE DIRECTION SPRING/SUMMER 15
This trend explores the discovery that oiur bodies our 90% bacteria and only 10% human, thus changing the way we understand health and biology. We are looking deeper at the complex networking of the microbial organisms that compose the human form. Instead of shying away from bacteria as a resource we are seeing artists use it too create stunning artworks. The colour palette evolves similar to bacteria, we will start with a neutral palette with greys, whites and off purples. However once the bacteria grows we see vibrant dashes of blues, greens and pinks.
GNIATtuM skrowteN
CREATIVE DIRECTION SPRING/SUMMER 15
This trend explores the discovery that oiur bodies our 90% bacteria and only 10% human, thus changing the way we understand health and biology. We are looking deeper at the complex networking of the microbial organisms that compose the human form. Instead of shying away from bacteria as a resource we are seeing artists use it too create stunning artworks. The colour palette evolves similar to bacteria, we will start with a neutral palette with greys, whites and off purples. However once the bacteria grows we see vibrant dashes of blues, greens and pinks.
clinical dynamics
MENSWEAR TRENDS SPRING/SUMMER 15 Clinical Dynamic, is a menswear trend with the print being heavily influenced by the complicated networks of bacteria. The tailoring follows a more casual approach, for the more adventurous co-ords in matching intricate prints. However for a more subtle look we are seeing statement pieces introduced with the key print, such as the bomber jacket, shown in Patrik Ervell’s collection. The colour palette demonstrates the vibrancy of the bacteria, with subtle greys contrasting with dynamic clashes of colour.
clinical dynamics
MENSWEAR TRENDS SPRING/SUMMER 15 Clinical Dynamic, is a menswear trend with the print being heavily influenced by the complicated networks of bacteria. The tailoring follows a more casual approach, for the more adventurous co-ords in matching intricate prints. However for a more subtle look we are seeing statement pieces introduced with the key print, such as the bomber jacket, shown in Patrik Ervell’s collection. The colour palette demonstrates the vibrancy of the bacteria, with subtle greys contrasting with dynamic clashes of colour.
PRINT & GRAPHIC SPRING/SUMMER 15
Contaminated Colour Print and Graphic trend resembles the spontaneous colur and patterns created by bacteria in the natural forms. We see artists such as Klari Reis start to embrace bacteria as a medium to form beautiful artworks. Prints will embrace the natural vitality and vibrancy of bacteria with each print being unique
FLUID COMPLEXITY
VM & INSTORE SPRING/SUMMER 15
For the past 20th Century we have been fixated with a clean minimal aesthetic. Fluid shapes are replacing hard structures and this clinical modernism tone we have adapted, will be replaced with a more organic aesthetic. Celebrating the natural intelligence and vibrancy of slime networks.
NDIX
ApPe-
RE-IMAGINED FUTURES
http://ngm.nationalgeographic.com/2013/04/125-species-revival/zimmer-text http://www.iheartmyart.com/post/38667977621/sparrek-protecting-solitude-2012 http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Creative_Direction/Spring_ Summer_2015/s_s_15_fashion_forecast.html http://fuckingyoung.es/stof-springsummer-2014/ http://shop.one-ness-fukuoka.com/?pid=47799539 http://traveloffbeat.in/historical/pachmarhi/ http://adamschallau.photoshelter.com/gallery-image/Vertical/G0000iHOyDeuvzBo/ I0000xdSQajffTBU http://wanderlustmind.com/2010/08/ http://www.ecal.ch/en/1547/events/exhibitions/ecal-milano-2013-the-iceland-whale-boneprojecthttp://www.archdaily.com/330589/vertebrae-staircase-andrew-mcconnell/ http://www.archdaily.com/274331/lignum-pavilion-frei-saarinen-architekten/fsa_lignum_02/ http://www.flickr.com/photos/jonathanzawada/
http://www.channel4.com/culture/microsites/B/bigart/big4_artists1.html http://www.octobergallery.co.uk/artists/anatsui/ http://www.modernafricanart.com/ourartists.asp?id=5 http://nigeria-vacation.com/users/profiles.php?id_usr=186&tong=3 https://www.bonhams.com/auctions/18571/lot/83/ http://www.mutualart.com/Artist/Bruce-Onobrakpeya/AA80F4613A71F371 http://www.bbc.co.uk/arts/yourpaintings/artists/yusuf-grillo https://www.bonhams.com/auctions/18571/lot/11/ http://www.space.com/23121-afronauts-art-photos-zambia-space-program.html http://www.dailymail.co.uk/news/article-2135354/Meet-afronauts-Hilarious-picturespoke-fun-Zambian-space-programme-quite-got-ground.html Designer Forum SS’15 Talk Berlin 2014 http://www.tournedetransmission.com http://store.hypebeast.com/brands/tourne-de-transmission http://www.redbubble.com/explore/aztec+tribal http://store.hypebeast.com/brands/tourne-de-transmission http://www.redbubble.com/explore/aztec+tribal
NATIVE RITUAL
http://www.galeriezander.de/en/exhibition/homeland/information
MUTATING NETWORKS
http://ngm.nationalgeographic.com/2013/04/125-species-revival/zimmer-text http://www.iheartmyart.com/post/38667977621/sparrek-protecting-solitude-2012 http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Creative_Direction/Spring_ Summer_2015/s_s_15_fashion_forecast.html http://fuckingyoung.es/stof-springsummer-2014/ http://shop.one-ness-fukuoka.com/?pid=47799539 http://traveloffbeat.in/historical/pachmarhi/ http://adamschallau.photoshelter.com/gallery-image/Vertical/G0000iHOyDeuvzBo/ I0000xdSQajffTBU http://wanderlustmind.com/2010/08/ http://www.ecal.ch/en/1547/events/exhibitions/ecal-milano-2013-the-iceland-whale-boneprojecthttp://www.archdaily.com/330589/vertebrae-staircase-andrew-mcconnell/ http://www.archdaily.com/274331/lignum-pavilion-frei-saarinen-architekten/fsa_lignum_02/ http://www.flickr.com/photos/jonathanzawada/ Designer Forum SS’15 Talk
Who? Our trend report is aimed at brand designers and creative directors. Our creative direction and VM pages will be useful for the brand directors as it will inspire and help them to stay on trend. The designers will use our menswear trend pages and print pages as inspiration for design. Our report is heavily picture based with small descriptions to provide them with a mood and asethetic open for interpretation, rather than constricting them to one specific route.
Visual Report Ideas Within our Trend Report we wanted to create an interactive and engaging touch. To do this we used acetate within some of the trend pages, tailoring was layered on top of the colour pallete so you could see the colours against with the outfit and without.
This is the visual idea we had if our report was to be bound.