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INTRODUCTION SAFARI RAINFOREST OCEAN ICE SUMMARY SPOTIFY PLAYLIST BIBLIOGRAPHY
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Rise of The Vegan (2018) stated that, “The most recent survey conducted in the UK found that over 542,000 people are following a vegan diet - an increase of more than 3.5 times the number of vegans over the past decade, making veganism one of Britain’s fastest growing lifestyle movements.” Although the micro trends based inside the macro trend ‘The Ugly Truth’ do not solely surround the Veganism movement; the elements inside each micro trend, link back to the many reasons why people today, become and support Veganism. The rising awareness, current research and the worldwide distress of animal cruelty, deforestation, plastic pollution and global warming has predicted ‘The Ugly Truth’ and the trends inside it, for Spring Summer 2019. Hoping to shock the world, the trend will encourage individuals to change their behaviours to save the planet. Four micro trends have been established within ‘The Ugly Truth’, that work alongside and within each other, to establish awareness on the destruction of our planet. -
This element surrounds the awareness of the cruel and inhumane poaching of the worlds most beautiful mammals, and links perfectly to one of the reasons why individuals choose to become vegan - animal cruelty.
These are just some examples of the reasons we need to protect the earth, and this trend which has been on the rise for many years, will hopefully create even more awareness all over the world, to encourage us to act and SAVE THE PLANET.
the final micro trend establishes the final element we must protect and leads perfectly on from the Ocean trend. Polar bears, penguins and many more antarctic animals will become extinct due to global warming melting the ice caps. This also means sea levels are rising and we are losing land at an alarming rate.
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Leading perfectly on from Safari - from the protection of animals to saving their habitats, stopping more animals becoming endangered, including protecting the air we breathe, refraining from cutting down the rainforests.
As well as saving the worlds precious creatures, plastic pollution in the oceans is increasing and “by 2050 there will be more plastic in the ocean than living things.” (Ellen Macarthur 2018)
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This element of the micro trend is based around the horrific ‘sport’ of Poaching, that although is illegal in most countries, still happens. Elephants are hunted for their ivory tusks, Rhinos for their horns and Tigers, Leopards and Lions for their fur. It means very few are left in the wild and more species are close to extinction, that weren’t 50 years ago. The Safari element aims to raise awareness on such an important issue. With the prints and patterns continuing to rise again in fashion, it’s perfect timing for this blood bath to be stopped. An example of the extremities and why this needs to be addressed is, “From 2007-2014 the country [South Africa] experienced an exponential rise in rhino poaching – a growth of over 9,000%.” (Save The Rhino 2018)
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“ONLY WHEN THE LAST OF THE ANIMALS HORNS, TUSKS, SKIN AND BONES ARE SOLD, WILL MANKIND REALISE THAT MONEY CAN NEVER BUY BACK OUR WILDLIFE.” - WILD AT HEART
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trims & accessories
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lifestyle
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- animal prints - aztec prints - slogans - african inspired prints
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“THE QUESTION IS, OUR WE HAPPY TO SUPPOSE THAT OUR GRAND CHILDREN WILL NEVER BE ABLE TO SEE AN ELEPHANT, EXCEPT IN A PICTURE BOOK?” - DAVID ATTENBOROUGH
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Leading on from Safari, the Rainforest element aims to draw attention to the massacre of the our beautiful jungles, killing habitats for creatures such as pandas, apes, koalas and reptiles. Deforestation is becoming an increasingly alarming issue, and similar to Safari, ensuring that some of the most loved species on earth, become endangered. WWF (2018) stated that, “It is identified as a main threat to 85% of all species described in the IUCN's Red List (those species officially classified as "Threatened" and “Endangered")."
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“Imagine that trees gave wifi, we’d all be planting trees like crazy and would end deforestation. It’s a pity they only produce the oxygen we breathe to live.” - Anonymous
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trims and accessories
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“What we are doing to the forests of the world, is but a mirror reflection of what we are doing to ourselves and to one another.� - Mahatma Gandhi
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Probably one of the biggest issues of today, and creating the most news in regards to these four elements, is the plastic pollution problem in our oceans. Too much plastic is being and has been used for way too long now. This meaning that landfill has piled up into to oceans and pollution is at an all time high. Financial Times (2018) commented on the issue stating, “The number of marine species — fish, mammals, birds and invertebrates – known to be adversely affected by plastic waste has risen from around 260 when the first assessment was carried out in 1995 to 690 species in 2015 and 1,450 now.” It is also causing a rapid increase in global warming issues, and the question is asked by many experts, ‘can our oceans survive?’.
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“There will be more waste plastic in the sea than fish by 2050, unless the industry cleans up its act.� - Ellen Macarthur
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"100,000 marine mammals and turtles and 1 million sea birds are killed by marine plastic pollution annually.� - Surfers Against Sewage ( 2018 )
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Finally, in line with the ongoing ‘end of the earth’ problem - global warming - this element aims to raise awareness on the inevitable ice caps melting. Due to human activity, global warming and climate change are causing our ice caps to melt, therefore the species of the frozen world are dying out. Seals and Penguins are rapidly losing their habitat, meaning polar bears are also becoming endangered as they cannot catch their food to eat. Also, an even more pressing issue - this means the sea levels are rising and ultimately, flooding cities. In a few hundred years, there may be no land left on our earth. National Geographic (2018) stated - “London? A memory. Venice? Reclaimed by the Adriatic Sea. Thousands of years from now, in this catastrophic scenario, the Netherlands will have long since surrendered to the sea, and most of Denmark will be gone too. Meanwhile, the Mediterranean’s expanding waters will also have swelled the Black and Caspian Seas.”
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“The truth is: the natural world is changing. and we are totally dependant on that world. It provides our food water and air. it is the most precious thing we have and we ned to defend it.� - david attenborough
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“The greatest threat to our planet is the belief that somebody else will save it.� - Robert swan
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the trend ‘THE UGLY TRUTH’ for Spring Summer 2019, aims to brutally shock the world, in order to raise awareness on all four of these issues, the elements that surround them, and ensure individuals change their behaviours to save the planet and its species’. Poaching, deforestation, plastic pollution and global warming, are just four of the issues the planet faces today. This trend makes a start to not only raise awareness in people, but allow people to learn new things and be open minded. To accept what is happening and make small or big changes to their lives to benefit their world, and the animals that live here too. To see what is happening on such a horrifically large scale. So much is going on behind the locked doors of social media, and what individuals chose to see. Your world is literally falling apart and you don’t want to know about it. Change today.
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spotify playlist
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Rise of the Vegan (2018) Vegan trend. Retrieved from: https://www.riseofthevegan.com/blog/going-vegan-biggest-trend-for-2018 Save The Rhino (2018) Poaching statistic. Retrieved from: https://www.savetherhino.org/rhino _ info/poaching _ statistics WWF Panda (2018) Deforestation. Retrieved from: http://wwf.panda.org/about _ our _ earth/species/problems/habitat _ loss _ degradation/ Financial Times (2018) Plastic pollution in the oceans. Retrieved from: https://www.ft.com/content/30b30b1e-004a-11e8-9650-9c0ad2d7c5b5 National Geographic (2018) What the world would look like if the ice caps melted. Retrieved from: https:// www.nationalgeographic.com/magazine/2013/09/rising-seas-ice-melt-new-shoreline-maps/ All photos either from pintrest.com tumblr.com or primary images.
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