Summer by ashley dean

SPRING SUMMER

TREND ANALYSIS

CONTENTS

0 4 - 0 5

Spring Summer 2012

0 6 - 1 1

All Things Oceanic

1 2 - 1 7

Globe Trotter

1 8 - 1 9

Selected Trend

2 0 - 2 3

Origins

2 4 - 2 5

Where has this Trend been written about ?

2 6 - 2 7

How has theis trend been written about?

2 8 - 2 9

Which Brands have been associated?

3 0 - 3 5

Street Style

INTRODUCTION

SPRING SUMME 2012 4

G ER

Spring Summer 2012 presented a vast array of trends, with designers taking inspiration from everything varying from historical references and the sea to pajamas. There was a 50â&#x20AC;&#x2122;s revival with crop tops and flares skirts, floral made a reappearance in mor e colour s than e ver, crazy paisley prints made a bold statement, traveler trend saw designers embracing ethnic prints, inspiration went below sea level for aquatic inspired looks, broderie analaise was super sized and super girly and old Americana was for everyone. It was a season of statement trends and unbelievable craftsmanship. I have picked two of these trends to analyze within this booklet.

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

TREND 1 6

ALL THINGS OCEANIC 7

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

TIMELESS TEMPTRESS PersonaC l a s s y, elegant, classic, feminine, wealth, position MotivationsStyle at every age Innate effortless beauty Exude confidence and inner peace Brands and PersonalitiesArmani Grace Kelly Gwyneth Paltrow Calvin Klein

from left to right : Alexander McQueen, Chanel

CONCEPTUAL POSTMODERNISTS from left to right : Elie Saab, Salvatore Ferragamo, Giorgio Armani

Persona – costume, theatrical, extrovert, intellectual, revolut i o n a r y, d r a m a t i c , k n o w i n g, individual, aware MotivationTo be ahead of the crowd To show they are different Brands and Personalities – Alexander McQueen Comme de Garcon Susie Bubble Anna delo Russo Daphne Guinness

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

TRASHY GLAMOUR from left to right : Givenchy, Versace, Salvatore Ferragamo

PersonaNarcissist, strong, femin i n e , e x t r o v e r t , OT T, r i c h , connected, sexual , current, social

SPORTS LUX

Motivations-

Brands and PersonalitiesNaomi Campbell Versace Salvatore Ferragamo Katy Perry

from left to right : Chanel, Peter Pilotto, Kenzo

To be noticed To be lusted after

BLITHE BEAUTIES

Persona-

Athletic, minimal, energetic, strong, clean, powerful dedicated MotivationTo be comfor table To have an urban edge Brands and Personalities-

from left to right : Mary Katrantzou, moschino cheap and chic, Versace

Rhianna Isable Marant Kate Bosworth

PersonaGlamorous, young, popular, fun, fr esh

show

off,

MotivationsTo be pretty and be noticed Exude fun, young and playful Brands and PersonalitiesMoschino Miu Miu Dakota Fanning Hailee Steinfeld Chloe Moretz

playful,

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

T 12

GLOBE TROTTER

REND2 13

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

GAP YEAR WANDERERS PersonaYoung, literate, global tr aveler, tor, ec lectic , fr ee er, mor al, cultur e

independent, boho, collecspirit, thinkd, ethical

MotivationsThey want to show they are cultured. To acknowledge their independence. Show their diverse experience. Brands and personalities-

Just Cavalli Kenzo Erin Wasson The Olsens

from left to right : Bottega Veneta, Just Cavalli, Kenzo

TRUST FUND TRAVELLERS PersonaWe a l t hy, yo u n g, c o n f i d e n t , spoilt, educated, ambitious, connected MotivationsQ u a l i f y i n g o n e s C V. Being seen to be doing charitable works. Being seen to be useful. Brands and personalities â&#x20AC;&#x201C;

from left to right : Burberry Prorsum, Emilio Pucci

Burberry Pucci Lily Cole Emma Watson

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

PersonaP r i v i l e ge d , w e a l t hy, a d v e n turous, well traveled, cultured MotivationTo want to give back To help change the world Philanthropic Brands and personalitiesLauren Hutton Angelina Jolie Michael Kors

OUTBACK PRINCESS from left to right : Givenchy, Just Cavalli, Michael Kors

from left to right : Bottega Veneta, Donna Karan, Etro

AFFLUENT HOTEL HOPPERS Persona Mature, ileged, well tra

c l a s s y, w e a l t hy, p r i v successful, position, veled, connected

MotivationTo enjoy ones wealth To maintain respect Brands and personalitiesBottega Venetta Donna Karan Anna Wintour Franca Sozzani Prada

from left to right : D and G, Emilio Pucci, Salvatore Ferragamo

DESTINATION DIVA

PersonaCurrent, social, connected, sexual, attitude, generation, confident MotivationTo be noticed in the right places with the right people. To be seen to be glamorous. Because they can. Brands and personalitiesThe Beckhams Elizabeth Taylor Versace D & G

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

SELECT ED TREND 18

T19

GLOBE TROTTER

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

ORIGIN “Michael Kors claimed his inspiration came from Africa this season. Show notes called it “Afrilux”” Style.com

‘Inspired by the work of Hatian Artist Philippe Dodar” Donna Karan on her SS12 Collection

The ‘Globe Trotter” trend has emerged as a key, recurrent and prominent fixture within the fashion landscape. Designers have embraced and nurtured the trend making it stand out in many Spring Summer 2012 collections. The historical references of this trend hark back to the uniforms of the British military and explorers. Designers using a similar colour palette and style. “Globe Trotter” encapsulates a group of people that like to travel and discover new places, though this many vary in depth of exploration. Travel in the current era is perceived as normal with many people jetting of to exotic and far flung locations for their holidays, business and charitable works. Due to the ease of world travel in the modern age people are more aware of the world climate and major events over seas. This has had an effect on fashion (see the Globe Trotter Trend) as designers are basing collections on various places across the world. They are being inspired by countries native artists, tribal fabrics and techniques, colour schemes, and they are editing their collections to make them more economically friendly.

“A millitary wife who’s husband is stationed in the Far East, fills her idle hours by watching and learing from local artisans” Christopher Bailey on Burberry SS12

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

With the advent of air travel over the last sixty years â&#x20AC;&#x153;holidayingâ&#x20AC;? abroad has become accessible to the masses. Travel and tourism has become the foundation of many countries economies. The marketing strategy of each country creates a unique image and lifestyle that appeals to those that are looking for an escape. For example the party, fun vibrant atmosphere created when you think of Rio Brazil, the exclusive highlife offered in Aspen and the adventure expectation evoked by visiting Zanzibar. The designers have utilized this, tapping into this desire to follow a lifestyle.

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

Look Magazine

british vogue

Look Magazine

24 telegraph

STREET

WHERE HAS THIS TREND BEEN WRITTEN ABOUT ?

This trend has popped up over all types of media.

Newspapers, Weekly Magazines, Monthly Magazines, Supplements, Store Magazines, Email Trend alerts from brands, and Magazines websites.

asos

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

HOW HAS THIS TREND BEEN WRITTEN ABOUT ? aFrocenTric, exoTic escaPe, tropical paradise, NAVAJO, let tribal takE over, sundance, voodoo child, sAfari, tribal , ETHNIC, tribe viBe, Totally tropicAl, fiEld trip global traVeller, eletric etHnic, trending trOpical

Articles written in newspapers the Guardian and the Telegraph, discussed the trend “Global Traveler”. They talk about about where you can find this trend on the high street and the inspirations for such a trend. The Guardian is talking to an audience that wants to look stylish for less, discussing the trend and where to buy it, giving examples like My Wardrobe, Isme, Karen Millen, Gap and Net a Porter. They type of shop they suggest makes me think they are aiming for a more mature audience. The Telegraph has taken a different slant discussing the trend through “The Style Maven: global traveler, Kate Finnigan dreams of travelling through clothes.” the article goes into depth about how the trend has been adapted to the high street, making people appear well travelled. Weekly magazines had a similar slant but conveyed where to buy into the trend mostly visually with punchy comments on “how to wear” or “inspired by……collection”. The focus is how to wear it and where to buy it. Its all about consumerism. Monthly magazines like Vogue for example went into more detail analyzing the trend, picking it apart and explaining each sub trend within the initial trend of Globe Traveler. Instead of a quick news story , trend analysis, punchy headline the monthlies have made their features into more of a narrative enticing the reader giving you a well rounded view of the trend. Emails and promotional leaflets for brands/publications keep it shorts and sweet summing up the trend is a few sharp sentences.

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

WHICH B BEEN Most brands have incorporated elements of the Global Traveler trend, if it be print, fabric textures, silhouette or accessories. Brands/shops in which the trend has been prominent within written articles are : Asos, Net-a-Porter, Topshop, Primark ,Burberry, Donna Karan , Michael Kors

B R A N D S H AV E A S S O C I AT E D WITH THIS TREND ?

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

HOW HAS THIS TREND BEEN REPRESENTED ON THE STREET ?

images by Ashley Dean

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

STREET STYLE

image by Ashley Dean

ALL THINGS OCEANIC

GLOBE TROTTER

ORIGIN

MEDIA

STREET

images by Ashley Dean

ASHLEY DEAN