Trend Number One
70’s
v Se sS t ie en ist er The discovery of “Hippiedom” which began in the mid-60’s, expanded greatly in the Seventies. The 70’s culture seemed to bring out a more mindful generation that, by and large, were open to newer thinking and revolutionary ideals. Though unemployment and inflation was high, the era was a grand party time for many. Styles were electric and the whole world looked and acted as if it had been plugged in. Geometric patterns of circles, stripes and blocks of color plagued every design. The world of fashion had a stroke, and it had it in living, blazing color.
Consumer motivations & attitudes
1. Hippie at Heart -
Bloomsbury kid Lives free through fashion and art. Cares for the planet Vintage is gold.
2. Festival Fairy - Associates bohemian style with festivals. - Becomes a hippy devotee as soon as festival season hits. 3. Edgy with bohemian flair. - Has a masculine style but edits it with feminine features found in bohemian style. - Hybrid between the hippy and the tomboy.
Brands lovin’ the 70’s Free People are part of the URBN company and are renowned for the bohemian apparell. The brand takes a direct influence from the 60’s and 70’s which is evident in their flowing chiffon gowns, puff ball sleeved bouses and patterened skirts.
Burberry’s AW16 collection was amidst with colourful embroidery, flowing midi skirts and vibrant colours. These same trends are key to 70’s fashion. The collection has an eclectic and ethnic, yet still luxurious vibe to it which differentiates itself from other collections.
Zara is a highstreet brand which has an balanced mix between boho and tailoring. In this seasons collection, Zara has created a range of embroided tops and dresses which influence greatly from the 70’s era.
Subcategory 1: Fringing
The modern Cowgirl// festival flair//feminine edge// texture addicts//the new leather jacket.
Subcategory 2: A line Everything Feminine// Margot Tennenbaum// Edgy// School girl// Buttoned down// Casual// Sleek
Street style
Trend number 2
Blurred Lines
Where it began...
Trendwatchers describe a cohort that bridles at being boxed in and tends to shrug off conventional gender labels and other rigid classifiers. It’s a generation drawn to brands, yet skeptical of branding and prepackaged looks. Gone are the days where girls are forced to wear pink and boys wear blue. It’s nearly 2016 and we live in an age where we are starting to see a future free from stereotypes and labelling. In the fashion world, gender free has meant loose clothing and neutral colours but it is starting to move towards more colourful designs but still holding the gender free tag firmly in it’s grasps.
Consumer motivations and attitudes
Anti- fashion// tomboys// loose clothing// gender lines blurred// open minded// rule breakers // history makers// neutral//
Subcategory One: Neutral Nights
Grey//Black//White// Rebels// Away from the norm// gender defiant//the new wave//see a new future// Rad Hourani// One DNA// 69 Worldwide//
Subcategory Two: Flavour for frocks
New wave blur// Rebellious// Kickass with a feminine edge// no rules// no time for stereotyping// attitude//new age genderless// Alessandro Michele for Gucci//
Brands on the genderless hype 69 Worldwide
One DNA
Nicopanda
Alexa Boldy N0576032 FCP