AW15 Trend Forecasting Report

TREND REPORT

AUTUMNWINTER15

AW15 Trend Report 1

AW 15

Fig. 1 (front cover)

AW15 Trend Report 2

Trend Categorisation Fashion is constantly evolving and adapting around us, and for consumers of this superfluous industry trend forecasting is one of the biggest areas to focus on. This trend document merges inspiration from different aspects be it, film, music, fashion and culture with the end aim of creating a solid document to forecast trends for AW15.

The report outlines a variety of different influences in today’s culture found whilst spending time in Nottingham, exploring Berlin and analysing current and upcoming fashion trends that we believe to be up and coming trends for Autumn Winter 2015.

There are 4 concepts to this trend report, these are; Visual & In-Store Merchandising, Creative Direction, Print and Graphic and Menswear. There will also be additional depth to this report, with the depiction of 4 key trends for each concept.

These trends will all work together to give a full overview of the designs, interior and colours for Autumn Winter 2015.

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CONTENTS

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VISUAL & IN-STORE MERCHANDISING:

Considered Construction - 6 Linear and Lightform - 10 From the Outside In - 14

CREATIVE DIRECTION:

Blurred Lines - 18 The Great Outdoors - 22 Feasible Control - 26

PRINT AND GRAPHIC:

Walking Catchphrase - 30 Reinforced Branding - 34 Paint Matters - 38

MENSWEAR:

The Dandy Man - 42 Dark Matter - 46 Modern Androgyny - 50

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Fig. 2

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AUTUMN/WINTER 2015 Visual & In-Store Merchandising

considered construction The considered construction trend found from visual merchandising and in store patterns is something that has been evolving over the years through fashion and has now made its mark. It is been seen repeatedly in catwalk shows and runways, from the calculated set design to buildings themselves being left as they are to give an authentic feel to a show. Considered construction is not only a trend that many catwalk shows and stores are following, but the vm inspired trend is also something that designers are viewing as an up and coming trend in a variety of clothing lines. Designers have made a point of showing off how something was made, by creating the seams with different colours, or leaving parts of a garment unsewn.

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Paste Fig. 3-10

Burnt Orange

Coffee AW15 Trend Report 8

Rich

Satin

AUTUMN/WINTER 2015 Visual & In-Store Merchandising

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Fig. 11

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AUTUMN/WINTER 2015 Visual & In-Store Merchandising

linear and lightform Linear lighting was a theme evident throughout many of this seasons catwalk and fashion exhibitions. Clean clear and crisp. Straight lighting was used subtly to highlight, create atmosphere and most emphasise product. This trend is set to be big within the visual merchandising realm purely for its effortless simplicity and effectiveness. It adds an edge of class without stealing the lime light. A glimpse of warmth without burning.

Garments in this seasons meanswear shows have reflected this idea of linear lighting, sometimes with mirrored patterns to those on the runway above or below and sometimes with fragmented fabrics emphasised in the cool blue glow of the straight angled bulbs. A trend so sleek and straight to the point be careful not to miss it completley.

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Icy Fig. 12-19

Queen’s Head

Aluminium AW15 Trend Report 12

Cobalt

Midnight

AUTUMN/WINTER 2015 Visual & In-Store Merchandising

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Fig. 20

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AUTUMN/WINTER 2015 Visual & In-Store Merchandising

from the outside in Instore design and visual merchandising displays are all embracing the simplicity of the outdoors that surrounds us and taking inspiration from what is outside of the glass front stores. Themes of forests magical woodlands, costal landscapes and buzzing allotments are all themes evident this season. Not only does this encourage the matters of sustainability within the fashion industry it also shows how fashion is an art form and a growing industry that has more substance than simple t-shirts and trousers made in the middle of Asia. This season the idea of ‘outside in’ is also evident in a lot of the editorials, showing that this trend is here to stay and with the weather improving the way it is, why not we all need a little extra sunshine in our lives.

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Cocoa Fig. 21-28

Rust

Mustard AW15 Trend Report 16

Forest

Ocean

AUTUMN/WINTER 2015 Visual & In-Store Merchandising

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Fig. 29

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AUTUMN/WINTER 2015 Creative Direction

blurred lines The blurred lines trend consumer is someone that is comfortable in their own style and focuses purely on the clothes. As a trend that has passed through fashion time and time before we believe for this AW15 trend report it is important to focus on how it has evolved. Blurred lines does not just mean unisex clothing, but it looks at the way we have adapted equality into society’s fashion. Runway models have constantly been changing and there is now not as much distinction between male and female models – with regards to hair and beauty – as the clothes are a lot less gender focused. Designers have also welcomed this new trend with open arms as they realise it is more cost effective as they can create clothes for an open audience that are comfortable in their own style.

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Ruby Fig.30-37

Sand

Evergreen AW15 Trend Report 20

Darkest Navy

Deep Blue

AUTUMN/WINTER 2015 Creative Direction

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Fig. 38

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AUTUMN/WINTER 2015 Creative Direction

the great outdoors The Great outdoors is a creative direction trend that is showing a reoccurring theme of encouraging men to get outdoors, wear sensible and comfy clothes. With it being in trend it is bringing a healthy and sensible lifestyle to the consumers attention and encouraging it to be considered ‘’in fashion’’.

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Olive Fig. 39-46

Mocha

Pearl AW15 Trend Report 24

Cement

Patrone

AUTUMN/WINTER 2015 Creative Direction

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Fig. 47

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AUTUMN/WINTER 2015 Creative Direction

feasible control Feasible control is a sustainable movement within the fashion industry that is creating a trend for people to reuse and recycle. Vintage clothing is a current trend that is encouraging people to make recycling popular and sought after. The fashion industry is leading the way in all things to do with encouraging the use of old and unwanted items, whether it be the VM within stores or the backdrops to campaign advertisements. Not only does it save money it also gives an authentic outset for a company.

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Foggy Fig. 48-55

Iceberg

Mushroom AW15 Trend Report 28

Earthy

Copper

AUTUMN/WINTER 2015 Creative Direction

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Fig. 56

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AUTUMN/WINTER 2015 Print and Graphic

walking catchphrase Walking catchphrase encourages the younger generation to have an influence on high end fashion. Slogans on clothes is something that you would typically expect from low end high street but up and coming streetwear brands have been using them. This trend is aimed at a certain market who enjoy a comical, yet tasteful and well thought out approach to fashion; and this is what walking catchphrase encompasses. This trend inspires freedom of speech as rather than the unamusing, trying-to-be-relevant catchphrases we have seen in the past – designers are challenging conventions by using non stereotypical catchphrases that would usually be seen as passing comments.

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Orchid Fig. 57-64

Iris

Bonbon AW15 Trend Report 32

Lagoon

Azul

AUTUMN/WINTER 2015 Print and Graphic

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Fig. 65

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AUTUMN/WINTER 2015 Print and Graphic

reinforced branding Reinforced branding is a noticeable new trend that has been splashed over garments in an unavoidable manor.

They are endorsing their own brand on their clothes in replacement for a pattern or style. This is a particular trend that has the potential to look very low end high street, however with the right placing and style by the designer it will become a necessity to be seen with it on. This trend has a link with the ‘’walking catch phrase’’ as it is an expression of style. This trend will most inevitably have a trickle down effect into high street eventually.

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Blossom Fig. 66-73

English Rose

Bejewelled AW15 Trend Report 36

Oblivion

Silver

AUTUMN/WINTER 2015 Print and Graphic

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Fig. 74

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AUTUMN/WINTER 2015 Print and Graphic

paint matters Spilled paint, accidental splatter and drip dried acrylics. Decorating gone wrong or the new way to wear colour without blocking it to make yourself look like a walking piece of Bauhaus artwork, I think the latter. Paint is everywhere and in a good way, shoes, clothes in store and out, this seasons print and graphic scene is like a walking advert for Dulux paint just without the cute shaggy dog. Givenchy led the way with its monochrome paint splatter leading us to a more spring like denim alternative giving men the option of more than black for their wardrobes, but still with a little black. Thanks Givenchy for challenging how and why we wear colour the way we do, now let’s get back to having a little fun.

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Tangy Fig. 75-82

Peach

Pale AW15 Trend Report 40

Peacock

Waves

AUTUMN/WINTER 2015 Print and Graphic

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Fig. 83

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AUTUMN/WINTER 2015 Menswear

the dandy man The dandy man is opulent and sophisticated yet with a modern twist. Rich colours and luxurious fabrics make up this modern gentleman’s trend. ‘Dandy’ a term often used to define a man who places strong importance on one’s physical appearance, is the perfect way to describe this trend as it escalates and grows from past trends in men’s fashion. This trend encapsulates eccentric ideals and is almost retro in a sense, it focuses a lot on layering and the mismatch of fabrics – particularly seen with silk shirts and velvet trousers.

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Bewitched Fig. 84-91

Camel

Senses AW15 Trend Report 44

Stem

Darkest Hour

AUTUMN/WINTER 2015 Menswear

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Fig. 92

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AUTUMN/WINTER 2015 Menswear

dark matter Dark matter has been a creeping trend that has slowly been working its way into the one of the biggest trends of the century. ‘’black on black’’ has become more of a fashion statement than wearing high end designers head to toe. Previously dark colours would have stayed within the A/W collections where as now you will also see it plastered amongst the brightest S/S collections.

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White Fig. 93-100

Metallic

Gunmetal AW15 Trend Report 48

Ebony

Charcoal

AUTUMN/WINTER 2015 Menswear

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Fig. 101

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AUTUMN/WINTER 2015 Menswear

modern androgyny Think men in knee high socks, neoprene skirts and shirts with frills that don’t scream Austin Powers. Modern androgyny steps away from the traditional genderless looks fashion has been plied with over the last decade and begins to challenge society’s perception. Traditionally androgynous clothing was a way to spare gender equality, offering clothes that would typically be more masculine, for females. Recently we have seen a massive change in this as menswear is becoming a lot more feminine – which challenges the blurred lines trend as that focuses on fashion being unisex, but modern androgyny is diluting fashion proving that gender equality is more accepted. Similarly to the transgender model Andreja Pejic returning to the runway for Giles AW15; modern androgyny is not only changing equality but also gay rights as fashion now has a voice to challenge society.

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Maroon Fig. 102-109

Ginger

Glass AW15 Trend Report 52

Misty

XO

AUTUMN/WINTER 2015 Menswear

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Fig. 22: Miller, A. (2015). POW bike. [photograph]. Show & Order Tradeshow, Berlin.

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Fig. 23: Oasis, (2013). [digital image] Available at: http://www.sfd.co.uk/oasis_spring_2013 [Accessed 4 May 2015].

Fig. 24: Retail Design Blog, (2015). Deck5 » Retail Design Blog. [digital image] Available at: http:// retaildesignblog.net/tag/deck5/ [Accessed 5 May 2015].

Fig. 25: Miller, A. (2015). Bathroom Flowers. [photograph]. Show & Order Tradeshow, Berlin.

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Fig. 33: Anon, (2013). [digital image] Available at: http://www.trendhunter.com/trends/tomboy-spring-2013 [Accessed 6 May 2015].

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Fig. 52: Howarth, D. (2013). Autumn Winter 2013 collection by Gareth Pugh. [digital image] Dezeen. Available at: http://www.dezeen.com/2013/03/05/autumn-winter-2013-collection-by-gareth-pugh/ [Accessed 2 May 2015].

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Fig. 62: StyleBistro, (2015). Fashion Trend Report: Slogan Tees. [digital image] Available at: http://www. stylebistro.com/Fashion+Trend+Report/articles/hByAOSWbZ1X/Fashion+Trend+Report+Slogan+Tees [Accessed 12 May 2015].

Fig. 63: Pinterest.com, (n.d.). [digital image] Available at: https://www.pinterest.com/ pin/407716572489923406/ [Accessed 2 Mar. 2015].

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Fig. 66: Miller, A. (2015). Boy London. [photograph]. Bright Tradeshow, Berlin.

Fig. 67: Miller, A. (2015). Black and White. [photograph]. Bright Tradeshow, Berlin.

Fig. 68: Miller, A. (2015). Vision Streetwear. [photograph]. Bright Tradeshow, Berlin.

Fig. 69: Miller, A. (2015). Gourmet. [photograph]. Bright Tradeshow, Berlin.

Fig. 70: Miller, A. (2015). Boy. [photograph]. Bright Tradeshow, Berlin.

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Fig. 71: Miller, A. (2015). Hell Yeah. [photograph]. Bright Tradeshow, Berlin.

Fig. 72: Miller, A. (2015). Boys Do Cry. [photograph]. Bright Tradeshow, Berlin.

Fig. 73: Miller, A. (2015). Reflecticism. [photograph]. Bright Tradeshow, Berlin.

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Fig. 75: Original Fashion Illustration. (n.d.). [digital image] Available at: https://www.etsy.com/ listing/111727981/allure-original-fashion-illustration [Accessed 13 May 2015].

Fig. 76: Top 80s Trends We All Love. (n.d.). [digital image] Available at: http://digitalsolus.com/design/thetop-80s-fashion-trends-we-all-loved/ [Accessed 3 May 2015].

Fig. 77: Anon, (n.d.). [digital image] Available at: http://weheartit.com/entry/24384454 [Accessed 5 May 2015].

Fig. 78: Bellagio, Z. (2013). STAMPE E PATTERNS DALLA SETTIMANA DELLA MODA DI NEW YORK. [digital image] Available at: http://zsazsabellagio.blogspot.co.uk/2013/06/on-bright-side.html [Accessed 6 May 2015].

Fig. 79: Willdavidson.com, (n.d.). Will Davidson Photography. [digital image] Available at: http://www. willdavidson.com/ [Accessed 7 May 2015].

Fig. 80: Willdavidson.com, (n.d.). Will Davidson Photography. [digital image] Available at: http://www. willdavidson.com/ [Accessed 7 May 2015].

Fig. 81: Splash, Drip, Splatter. (2015). [image] Available at: http://crystalbridges.org/blog/splash-drip-splatter/ [Accessed 6 May 2015].

Fig. 82: DG Spray Paint. (n.d.). [digital image] Available at: http://www.fashionchicks.co.uk/wp-content/ uploads/fashionchicks.co.uk/2008/01/dgspraypaint.gif [Accessed 13 May 2015].

Fig. 83: BuzzFeed, (n.d.). 16 Ways To Dress Like A Grown Man. [digital image] Available at: http://www. buzzfeed.com/spenceralthouse/16-ways-to-dress-like-a-grown-man?sub=2447321_1399245#.ggDZGnQKo [Accessed 11 May 2015].

Fig. 84: Bike Pretty, (2013). For Men: the bike suit. [digital image] Available at: http://www.bikepretty.com/ blog/2013/07/for-men-the-bike-suit [Accessed 11 May 2015].

Fig. 85: Pinterest.com, (2015). Menswear. [digital image] Available at: https://www.pinterest.com/aysenmiller/ trend-report-menswear/ [Accessed 2 Mar. 2015].

Fig. 86: Pinterest.com, (2015). Menswear. [digital image] Available at: https://www.pinterest.com/aysenmiller/ trend-report-menswear/ [Accessed 2 Mar. 2015].

Fig. 87: Pinterest.com, (2015). Menswear. [digital image] Available at: https://www.pinterest.com/aysenmiller/ trend-report-menswear/ [Accessed 2 Mar. 2015].

Fig. 88: Pinterest.com, (2015). Menswear. [digital image] Available at: https://www.pinterest.com/aysenmiller/ trend-report-menswear/ [Accessed 2 Mar. 2015].

Fig. 89: Anon, (2011). [digital image] Available at: http://rueoh.blogspot.co.uk/2011/12/i-madden-rock.html [Accessed 11 May 2015].

Fig. 90: Anon, (2015). [digital image] Available at: http://www.style.com/trends/fashion?mbid=nl_ sn06232014#!street-style/slideshow/go/36 [Accessed 11 May 2015].

Fig,. 91: Gthegentlemen, (2014). Uomo Haute Couture. [digital image] Available at: http://photoopusa.tumblr. com/post/82060315894/dandyshoecare-custom-brown-a-new-patina-for [Accessed 11 May 2015].

Fig. 92: AW15 Preview. (2015). [digital image]. Available at: http://static.1.squarespace.com/ static/54482c58e4b04131eb2e5f0e/54bd8ba6e4b092fd86610b99/54bd8bb8e44b092fd86610c13/1421708225 841/ADA+%2B+NIK+AW15+PREVIEW+3.jpg [Accessed 5 May 2015].

Fig. 93: Dazed & Confused, (2015). Nasir Mazhar AW15. [digital image] Available at: http://www. dazeddigital.com/fashion/gallery/19075/17/nasir-mazhar-aw15 [Accessed 13 May 2015].

Fig. 94: Ada+Nik spring/summer 15. (2015). [digital image] Available at: http://femininemalefashion.tumblr. com/post/97097253441/grabyourankles-model-wears-ada-nik [Accessed 13 May 2015].

Fig. 95: Dazed & Confused, (2015). Balmain AW15. [digital image] Available at: http://www.dazeddigital.

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com/fashion/gallery/19151/15/balmain-aw15 [Accessed 13 May 2015].

Fig. 96: Style.com, (2015). [digital image] Available at: http://www.style.com/fashion-shows#15 [Accessed 13 May 2015].

Fig. 97: NOWFASHION, (2015). Julius Menswear Fall Winter 2015 Paris. [digital image] Available at: http:// nowfashion.com/julius-menswear-fall-winter-2015-paris-11984 [Accessed 7 May 2015].

Fig. 98: Dark. (n.d.). [image] Available at: http://www.thesilverink.com/wp-content/uploads/2015/04/dark. jpg [Accessed 3 May 2015].

Fig. 99: Dazed & Confused, (2015). Phillipp Plein AW15. [image] Available at: http://www.dazeddigital.com/ fashion/gallery/19115/1/philipp-plein-aw15 [Accessed 13 May 2015].

Fig. 100: Menswear Runway Trends. (2015). [digital image] Available at: http://www.style.com/slideshows/ slideshows/trends/mens/2015/2-february/menswear-runway-trends-fall-2015/slides/29 [Accessed 13 May 2015].

Fig. 101: Pinterest.com, (2015). Menswear. [digital image] Available at: https://www.pinterest.com/ aysenmiller/trend-report-menswear/ [Accessed 2 Mar. 2015].

Fig. 102: Meninlingeriewomeninsuits.tumblr.com, (2015). Men in Lingerie, Women in Suits. [digital image] Available at: http://meninlingeriewomeninsuits.tumblr.com/?og=1 [Accessed 11 May 2015].

Fig. 103: Pinterest.com, (2015). Menswear. [digital image] Available at: https://www.pinterest.com/ aysenmiller/trend-report-menswear/ [Accessed 2 Mar. 2015].

Fig. 104: Meninlingeriewomeninsuits.tumblr.com, (2015). Men in Lingerie, Women in Suits. [digital image] Available at: http://meninlingeriewomeninsuits.tumblr.com/?og=1 [Accessed 11 May 2015].

Fig. 105: Olins, J. (2013). Visual Optimism. [digital image] Available at: http://visualoptimism.blogspot. co.uk/2013/09/hamptons-anna-ewers-by-josh-olins-for.html#more [Accessed 4 May 2015].

Fig. 106: Pinterest.com, (2015). Menswear. [digital image] Available at: https://www.pinterest.com/ aysenmiller/trend-report-menswear/ [Accessed 2 Mar. 2015].

Fig. 107: Pinterest.com, (2015). Menswear. [digital image] Available at: https://www.pinterest.com/ aysenmiller/trend-report-menswear/ [Accessed 2 Mar. 2015].

Fig. 108: Pinterest.com, (2015). Menswear. [digital image] Available at: https://www.pinterest.com/ aysenmiller/trend-report-menswear/ [Accessed 2 Mar. 2015].

Fig. 109: Pinterest.com, (2015). Menswear. [digital image] Available at: https://www.pinterest.com/ aysenmiller/trend-report-menswear/ [Accessed 2 Mar. 2015].

Aysen Miller N0510751 Fashion Communication and Promotion Promotion and Context FASH20032

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