trendsetting
&
forecasting:
anticipating the future
part one
&
part two
rocha s/s
30
2015
flower bonanza the macro trend “flower
to its glory. this can be
bonanza” derived form the
seen parallel to the idea of
fashion collections of the
women. as they grow they
in a fast moving and con-
blossom, become wiser and
stantly developing and
walks. although visually
confident. flowers represent
urbanizing world the inte-
being represented through
femininity and delicateness.
gration of natural elements
the use of floral and or-
each plant, each flower,
link the trend to tradition,
ganic patterns and textures,
each petal is unique, such
thus the trend can be seen
the trend is rooted deeper
as each person is unique.
as a counter reaction to the
and represents an idea that
the trend will not only be
fast paste and constantly
is transferable to other
visual and functional in the
developing world, where
creative areas.
area of fashion garments,
3d printing has become acces-
spring summer
2015 cat-
wearer.
but also in other creative
sible to masses and fabrics
flower bonanza incorpo-
areas such as design, interi-
have functions such as
rates different variations,
or, accessories and art.
becoming see through.
behind the trend is found
the strong visual trend is
this trend portrays the idea
in the counter reaction to
captivating and demands
that beauty and perfection
winter, darkness and urban
attention for its uniqueness.
already exists and is present
evolution. through this,
the trend flower bonanza
in nature. the future for this
flower bonanza welcomes
re-introduces the element of
trend can take many paths,
the lighter, warmer seasons
nature and mother earth as
however from a communica-
with bold colors, and large
a statement. natural beauty.
tional point of view it can
however the main concept
floral prints as an example.
be adapted to counter the fabrics seen in the trend can
idea of “ideal women“ and
the symbol of flowers and
be delicate and flowing, but
promote that all women
plant elements signify na-
also stiff, the main idea of
are unique, different and
ture and the natural circle
the trend is portraying the
beautiful. the trend can also
of life. the beauty that blos-
natural beauty in bold and
further the development of
soms when the days become
unique ways to complement
products that do not harm
longer and the sun return
the natural beauty of the
the nature and earth.
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this image showcases how flower, art and fashion can be combined. how inspiration can stem from colors, textures and concepts found in the simplest forms of nature. this image underlines the comparison between a flower and a women. the concept of taking root, growing and blossoming into something unique, feminine and beautiful becomes visual.
this image portrays monkey emjoi-figures with floral crowns, this can be another example towards how flower bonanza will enter the digital space. the original figures do not have a floral crown on their head, however with this addition women who appreciate the trend can use these emojies to capture and communicate a sub-message of femininity and originality.
the macro trend flower bonanza focuses on the visual representation of florals and plants in clothing. the shape and colors of these patterns and design are important for the statement. as can be seen on the image to the left the magazine created by trend forecaster lidewij edelkoort, bloom, shows detail of nature. however what may not be observed by first glance is the crab-claw that is in the cover. this image therefore represents the idea that nature is one and constantly changing to improve. following the law of survival by charles darwin plants, animal and people adapt and change to the living-environment to survive and thrive. flower bonanza merges with this trend shows the contrast between overall image and attention to detail.
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flowers, plants and nature are often related to a area or climate. due to different environment, temperatures and soil, different species thrive. this allows for the sociological link between certain nature elements and cultures. this can be seen in the communication of the trend flower bonanza, hence provide and direct targeting with a clear message. for example, if a designer uses white and purple oranges and tropical fruits and strong colors in a floral print, it signifies more than nature. due to knowledge people would cognitively associate the communication with a warmer tropical country, such as thailand. the image on the left shows a woman who is only dressed in the flowers of her culture, which tells a deeper story than being feminine, it focuses on tradition and origin.
the image to the left is an artistic approach to the trend flower bonanza, showing natures own perfection art. the organic lines and use of colors allows the viewer to see the whole, yet also the details present. even more so it shows the unseen, what can not be seen with the naked eye, the construction. the endless stories of nature and the constant discovery of something new. the macro trend flower bonanza merges with this through the possible re-invention of the floral trend that has been present a time, looking to the simplest of details to create something new. recycling inspiration and knowledge of nature.
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COLOR
TEXTURE
SHAPE
hi
& low
COMBINED
COLOUR funky bunny
- cosmo girl (nl) 2013
photographer: martin sweers photography stylist: newheart ohanian link: https://www.behance.net/gallery/funky-bunny-cosmo-girl/7897597
the image above is part of an editorial, where color is used to create an atmosphere and promote the concept of the
90s, freakyism and asian pop-culture. the colors used in the styling are bold and bright, which gives the image a vibrant look. the background is a warm color, contrasting the blue hat. the color use in this image adds an element of plastic/fake feel to the picture, thus it can signify the idea of toys, candy, pop-culture & childhood. the strength, purity and brightness of the colors used give the image a youthful and happy feeling. the focal point of the image is the eyes of the girl and the light green shimmering color, however the reading of the image is mainly directed by the use of color, therefore the colors in the image emphasis what is seen first, and last when looking at it.
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TEXTURE opulence a la marie antoinette
- vogue germany april
2014 photographer: luigi
+ iango
stylist: patti wilson link: http://fashioncopious.typepad.com/fashioncopious/2014/03/opulence-Ă -la-marie-antoinette-by-luigi-iango-for-vogue-germany-april-2014-editorial.html
this editorial uses texture as a key element to promote opulence, wealth and luxury. the stylist patti wilson has not limited the textures to the clothing but has focused on using texture as a red-thread in each image and between the images for flow of the story. the dress itself as seen in the image above shows lace, flowers, beads. the chair has velvet fabric and a wood frame, the aging wallpaper background is rough and vintage-feeling, whilst the hair is volumed, crisp, dry and stiff. the focus of the editorial are the elements of texture, thus this is the focal point of the eye of the viewer. the model and her expression becomes a secondary element to give this editorial its mood. the model and her skin obtains the look and texture of a porcelain doll. together the elements of the editorial focuses on transmitting the over indulgence and luxury that was a symbol of status in the time of marie antoinette.
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SHAPE long live the queen
- vogue russia december 2010.
photographer: sharif hamza fashion editor/ stylist: simon robins http://models.com/work/vogue-russia---6
the image above from the editorial “long live the queen“ creates additional meaning and focus through the use of shapes. the coat garment is creative in the way that it creates a shape, whilst the transparent fabric allows the viewer to see inside. as the title suggest the editorial focuses on showing the queen, a person who lives a life distant and protected from the society. the coat and the shapes used in this image can signify an imprisonment, or a protective shield. the shape of the coat and collar suggest a level of unpleasant forced posture. on the other hand the image can be seen as a powerful statement with a barrier that shows the queen is different from others, unique and needs protection from the surroundings. the editorial in general focuses on the use of shapes and volumes to create a level of static empowerment and strength.
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COLOR, TEXTURE & SHAPE COMBINED true to form
- vogue us august 2007
photographer: steven meisel stylist: grace coddington
http://historyofvogueus.tumblr.com/post/42780499938/ vogue-us-august-2007
the image above is part of the editorial “true to form“ styled by grace coddington and shot by steven meisel. this editorial incorporates all the elements: color, texture and shape. the texture and contrast in texture is seen clearly due to the lighting. the wool coat in dusk read stands out compared to the flat and smooth textures of the shapes and parts of the set. the models hair is another texture that contrasts. the colors used are faded red, yellow and blue, a conscious choice made by the stylist. these three main colors are also known as the primary colors and are the starting-point of all other colors. the primary colors are often seen in the art style of pop art and bauhaus, therefore the use of these faded colors in the editorial here suggest a different time period for the editorial. the focus on shape can be seen with the geometrical forms, the balls, the square platform and the straight lines on the wall. this underlines the focus on the bauhaus movement, where everything has a specific place for a specific reason. the editorial is clean, minimalistic, clear and unique. the element that contrasts the most due to movement and subject is the model, therefore she is the focal point of this image, where she is also positioned in the center of the photo.
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fashion show
the fashion show is designed and
fashion show it will snow very
created with the concept of featuring
lightly
a “winter cabin”
& “nature“ essence.
- styling concept
(with the assistance of a snow-machine, because the show is thought to take place inside). the
through this it is possible for the brand
accessories chosen are amongst
to emphasis and focus on their clean
others, gloves and hats to complete
and minimalistic design merged with
the feeling of a cold climate and
casual elements. the concept will in
outdoors. the jewelry and bags/purses
addition supply the collection with
that will be included in the styling
a story of a casual stylish chick girl
of the outfits are natural, simple and
living in a cold environment.
made of wood.
the fashion show will be created as a
makeup and hair will be aligned with
catwalk, where the looks will start
the styled look focusing on enhanc-
from casual and light and further to
ing simplicity, the mood and colors.
darker and more dressed up looks. this
the hairstyle for the fashion show
will give the show a natural flow
will be styled as seen on the next
as it evolves. it can therefore also be
page to a gray color with hints of
interpreted as the looks are featured
cold blue. it will also be added vol-
from day to night.
ume, so the snowflakes will fall and lay elegant.
the looks styled and put together are focusing on enhancing the cold
the makeup will be natural, focusing
colors of the collections, hence
primary on enhancing the feminine
the element of winter becomes more
features. the makeup colors will be
prominent. blue is a signature cold
fitted to the models skin, however
color, alongside white that is associ-
using natural and warm colors with
ated with winter and cold weather.
some rose-blush to enhance the illusion of being outside in cold weather.
the catwalk will be made of dry crackled gray wood and during the
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mood
accessories
hair
makeup
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look
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1
look
2
look
3
look
4
look
5
look
6
45
look
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7
look
8
look
9
look
10
look
11
look
12
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lookbook justification
the lookbook planned and
the concept for the look-
self to humanize and face
the lighting for the shoot
created for the designer
book is therefore based on
the brand. the shoot will be
will be created through
emilie hermansen focuses on
the idea of minimalistic
situated in a typical cabin
the use one reflector and
the core values of the brand
scandinavian design and
look location. the incorpo-
natural day light, hence the
as well as the essence of
cultural elements that will
ration of natural colors,
shoot will start at
her values.
further emphasis the back-
wood and wool will en-
have the appropriate amount
ground of the designer. this
hance the focus on nation-
of time to conduct and
emilie hermansen is a norwe-
will be obtained through the
alism and authentic design.
obtain the same light in all
gian born and raised women
way the images are produced
who incorporate old tech-
to the way the lookbook
the hair and makeup will be
niques of knitting with new
is designed. to emphasis on
extremely minimal, featuring
the post production proce-
modern ideas, such as shape
the pieces of the collection,
the idea of nordic simplicity
dure will focus on having
and patterns. the collection
the pages of the lookbook
natural beauty, whilst the
similar light, and a consis-
is exclusive and only obtain-
will be a merge of black and
styling will be created to
tency between the photos to
able through direct order,
white images and color.
show the variety of occa-
obtain a flow throughout
hence the lookbook should
the color image will be the
sions and styles the collec-
the lookbook.
be functional as an online
focal point as it contrast
tion pieces can be used with.
pdf as well as a printed hard copy version.
with the black&white images.
images.
ideally the hard copy lookthe lookbook will focus on
book would be printed on
focusing on the traditional
reaching the target of local
recycled textured matte
emilie hermansen holds a
and cultural elements of
norwegian women aging
paper, as the collection is
traditional and national es-
norawy and emilie herman-
20-30 years, living in a cold
also created with local and
sence from norway, whilst
sen the low key appreciation
climate who value history
organic wool.
focusing on modernizing it
of the outdoor and nature
and unique design.
to function for a modern
is the concept behind the
urban culture woman. the
styling and feeling of the
as can be seen on the next
lookbook, thus wood is a
page, the moodboard shows
key element.
simple elements that focus
fall winter collection
2015
relies mainly on neutral colors like black and white,
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10 am to
on showing the culture of
whilst some warm colors
the lookbook shoot planned
are present in key pieces.
will feature the designer her
scandinavia
inspiration
& mood
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accessories, makeup
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& hair
look one
look two
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look three
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look four
fall
/ winter 2015
emilie hermansen knittwear
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55
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