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SACHI WONG N0770522 WORD COUNT :
I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. Signed :
Date :
TREND
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TREND
CON TEN TS/
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INTRODUCTION 1-2 TREND FORECASTING 3-6 FASHION THEORIES 7-8 TREND FORECASTING IN FASHION MARKETING AND RETAIL 9-10 ROLE OF MEIDA 11-14 HOW CULTRAL AFFECT APPLICATION OF TREND
TREND 17-18 80'S GLAM 19-39 80'S TREND ON RUNWAYS 40-45 WHAT IS DRIVING THIS TREND ? 46-50 ONLINE / SHOP SAFARI 51-52 80'S GLAM IN NOTTINGHAM 53 INTERVIEW ANALYSIS
C T T STYLING SHOOT MOODBOARD 55-56 DETAILS 57-58 PEN PORTRAIT 59-60 EDITORIAL PIECE 61-70
CONCLUSION APPENDIX ILLUSTRATIONS REFERENCES BIBLIOGRAPHY
71-72 75-80 81-94 95 96-97
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INTRODUCTION/ TREND FORECASTING FASHION THEORIES TREND FORECASTING IN FASHION MARKETING AND RETAIL ROLE OF MEIDA HOW CULTRAL AFFECT APPLICATION OF TREND
"A TREND IS A T R A N S I TO RY INCREASE OR DECREASE OV E R TIME" (Makridakis, 1990)
TREND FORECASTING/
TREND FORECASTING
I
n the context of the fashion industry, trend is a particular movement that is popular in the present or has been accepted by a wide audience. Fashion industry is keep on changing and transforming by effects from different aspects, to be one step ahead of the consumers and build up a particular trend, trend forecasting is essential. “Forecasting attempts to project past trends into the future” (Brannon & Divita, 2015) and it is about “brailing the culture” looking for the new and innovative, as well as the whys behind it (Gardner, 1991). Forecaster will predict the mood, behavior and buying habits of the consumers. A successful trend forecasting enables companies to carry out strategies by determining the right timing to launch the product that meets the consumer’s needs and aspirations.
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"YOU WANT TO HAVE WHAT SHE WANTS BEFORE SHE KNOWS SHE WANTS IT. IF YOU ARE BEHIND HER, YOU HAVE LOST HER. IF YOU ARE IN STEP, SHE IS NOT EXCITED. WE TRY TO BE ONE STEP AHEAD. IF YOU ARE TWO STEPS AHEAD, SHE IS NOT INTERESTED IN IT." (see Brannon, Divita 2015, p.1)
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FASHION THEORIES/ T
he trend forecasting is not about attending several runways or fashion shows and pops up the ideas of future trend suddenly. In fact, It is a creative process that can be practised, understood and applied to anyone who has been introduced to the fashion theories and practices. Developing a forecast consists of complex procedure. Make good use of the fashion theories will help forecasters to clarify and understand the movement of fashion and project future directions. There are few theories might help, which are Diffusion of innovation and theory of fashion cycle.
“The essence of fashion is changeability. It satisfies the curiosity, the human drive towards what is new.� Karl Lagerfeld
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C
The Law Of Diffusion of Innovation
lothing is always about expressing oneself. People’s thinking and moods keep changing as time gone by. Thus, consumers will easily get bored with their clothing after a period of time. Something new and fresh innovation should be adopted. Knowing the essences of innovation is important, but more important is that to understand the innovation life cycle. The diffusion process of innovation reveals how, why, and at what rate new thing spread like. The graph has divided into five columns which are innovators, early adopters of opinion leaders, majority, late adopters, as well as laggards, measured by horizontal time axis and vertical axis for number of adopters. The law of diffusion of innovation allows forecasters to understand that why some inferior products are successful while some are not.
Fig 2
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CYCLE
FASHION
CYCLE
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Fashion Cycle
ACCEPTANCE
(MEASURED IN SLAES VOLUME)
A FASHION CYCLE
Fig 3
PEAK RISE
DECLINE
(INCREASE IN SALES)
INTRODUCTION INTRODUCTORY PHASE
REJECTION ACCEAPTANCE PHASE
REJECTION PHASE
TIME
F
orecasters seeking to visualize the way trends move through the culture… (Brannon & Divita, 2015) Visualized graph like theory of Fashion cycle has explained the way that fashion changes.
T
he fashion cycle is usually depicted as a bell shaped curve encompassing five stages, which are introduction, rise in popularity, peak of popularity, decline in popularity, and rejection. At this first stage of the cycle, fashion implies only style and newnessm(Raaz, 2018) As new style of fashion items offered to the public and these new creations may not be accepted by customers. But when the items is purchased, worn or seen by the majority in the society, it may attract buyers and the public. Duplication and adaptation will increase the popularity of the creations. When it reach the top of the population, it becomes the mainstream in fashion and the demand of fashion items will continuously increase. After a period of time, people started to look for something new and fresh because of the tedious of the mass produced items. In the last phase of fashion cycle, consumer obsolescence happens, people reject to this trend and turn to new looks.
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TREND FORECASTING IN FASHION MARKETING AND RETAIL/
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“
Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of a target market at a profit.” (Phillip Kotler) In order to satisfy the needs of target market correctly and could able to make profit, undoubtedly, trend forecasting is essentials to make sure that the product the company sells could satisfy consumer’s wants. As fashion retails need a good marketing strategy to connect with target audiences as well as a deep insight of fashion industry and correct direction on how to get into the market is needed to determined a good marketing strategy, projecting right trend is extremely necessary to a retail. Therefore, there is a close and relative connection between trend forecasting, fashion marketing, and retail.
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Fig 4
ROLE OLE OF OF MEDIA EDIA
ROLE ROLE OF OF MEDIA MEDIA Decadence of print magazine
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ashion magazines has started up since 1780’s, it offers a brand or a company a platform to present their products to audiences, keeping customers close as they pursue their decision journeys on the way to purchase. Since the idea of ‘digital first’ was emphasized, the present platform has shifted to media on-line, by searching the print sales volume of magazines in United Kingdom, it has a continuous decrease of sales from 2011 to 2017, notably, print magazine market is declining.
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ROLE ROLEOF OF MEDIA MEDIA
Arise of social media
S
ocial media, as one of the biggest influencing platforms, allows effective communication with consumers. Many brands have tilted their eyes towards social media, like creating their own blogs or posting through Facebook, Instagram, and twitter.
A
part from connection between brand and consumers, Social media has become the dominant way to introduce trends in fashion industry. Many fashion agencies and magazines had set up social media account to showcase the newest trend and dynamics within the fashion industry. For instance, Vogue has several Instagram accounts like Vogue Runway, Vogue Magazine and Vogue Paris to introduce trends to the society. In the past, magazines used to be the best media to introduce trend, but it no longer fit in today’s digital-based world.
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ROLE ROLE OF OF MEDIA MEDIA
HOW CULTURAL AFFECT APPLICATION OF TREND/
Cultural and trend
C
Social
ultural and fashion goes hand in hand, Each particular trend or wearing is a tangible and visual communication that sending messages or expressing a statement, hence, no doubt that cultural affects application of trend.
T
rend would not have existed if there were no reason or cultural events to trigger, for examples, many black people were hard done by the America society after slaves were freed. Additionally, there was a standard beauty that white skin was desirable, American Blacks began to speak for their rights, by the mid 1960s, new style of dress and hairstyle became popular and mostly adopted by the Blacks. In 1969, a fashion magazine for black women was even founded. To sum up, fashion trend is easily affected by culture and it speaks for human’s thoughts, forming a better and diversified society.
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H C A A O
Economical
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lthough fashion cannot be separated from art and design, it is relatable when it comes to economic perspectives. " When money's tight, fashion is one of the first indulgences a consumer will sacrifice to save money. Frugality becomes more important than trendiness."(Fuller, 2015). Fashion industry is a business of selling apparels, similar to oil and textile industry, it is still an industry, thus, the business of fashion will be affected massively by the economic status.
I
n terms of application of trend, from the psychological point of view, when the basic life’s necessities of consumers can be satisfied with their income, they will be more willing to spend money purchasing fashion items. The status of economics situation determined the speed of changing clothes pattern or style. When the current fashion items could not satisfy consumer’s wants, fashion industry will continue output more different style of clothing. This enhance the changing speed of clothes style and pattern, created a macro trend fast fashion. All in all, the fashion industry is closely related to our economy, affecting the application of a trend.
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Political
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ashion has become a tool for political movement, this movement created trends within the fashion industry. Take the first political slogan T-shirt as an example, Katherine Hemnett was wearing T-shirt written “58% Don't Want Pershing� to protest the installation of US nuclear warheads on British oil. After people knowing the power of fashion towards political protest and could make a political statement, the slogan T-shirt trend has widely adopted within the society.
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SS18 TREND/ 80'S GLAM 80'S TREND ON RUNWAYS WHAT IS DRIVING THIS TREND ? SHOP SAFARI
TREND MAPPING/
Every generation has their own style, it keeps evolving over a period of time, and the influential factors could be from wide range of things, such as media, celebrities, and music. In order to identify a particular trend that massively hits the runways, research will be focused on Spring/Summer 2018 runways, as well as what was commonly worn and being seen on the street and in the media. One of the trends that is appealing to people nowadays is 80’s glam which included Print & color, shoulder pads and accessories.
80's Glam
Fig 7
Fig 5
Fig 8
Fig 6
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Fig 9
B
right, powerful, exaggerates, these words seem to be owned by the style in 1980’s, but we can also find some of the elements in today’s society. Tracing back to the 80’s, there were several aspects influencing the trend, and because the created trend, expensive clothes and fashion accessories became the mainstream in fashion, people wanted to express their wealth and success, and stand out from the crowd, all the fashion items are exaggerated and in bright colors. Thus, the 80’s have been described as a ‘decade of glory’.
80's Glam/
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GIVENCHY
S/S 18
ANIMAL PRINT
S/S 18
80'S TREND ON RUNWAYS/
T
he 80’s glam included print and color, shoulder pads as well as accessories are happening on the runways and today’s fashion. In below sessions, 80’s trend in runways will be identified and discussed.
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Fig 10
GIVENCHY
S/S 18
Fig 11
ANIMAL PRINT S/S 18
ANIMAL PRINT A
nimal print has rooted in fashion industry, it has applied to all kinds of fashion items: pants, jackets, boots, handbags, etc. Silk was the main material of animal print clothes, but in Givenchy Spring/Summer 2018 Ready-to-Wear, futuristic materials were applied to the animal print clothes. Also, in Prada Spring/Summer 2018 Ready-to-Wear shows that animal print becomes a decorative product more than a dominant feature in clothing. 20
S/S 18
ANIMAL PRINT
S/S 18
PRADA
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Fig 12
PRADA
S/S 18
Fig 13
ANIMAL PRINT S/S 18
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TOP SHOP
S/S 18
METALLIC T
he early 1980’s are the birth of heavy metal’s second generation. Influenced by the music, metallic clothes and accessories have become popular. What is new and being applied differently is that metallic emerged in youth tonic in Spring/Summer 2018 women’s accessories, together with many bright colors like pop pink, artificial yellow and electric lilac, embodies the energy of youth and calm quality, the range of metallic and Technicolor introduces a shinier and more playful characteristic.
METALLIC
S/S 18
COLOUR
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Fig 14
S/S 18
TOM FORD
Fig 15
METALLIC S/S 18
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S/S 18
METALLIC
S/S 18
TOP SHOP
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Fig 16
TOP SHOP
S/S 18
Fig 17
METALLIC S/S 18
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S/S 18
SHOULDER PADS
S/S 18
TOM FORD
SHOULDER PADS S
ince equal pay has awarded to women the in late 1970s, women felt more independent and had a greater sense of control in the work place. To express the equality with men and their ability in work place, women tend to wear in more masculine way, such as suits with shoulder pads, making fashion statement of their capability in business. But today, this kind of dressing is more than expressing the power, it is about creating the future of modern fashion.
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Fig 18
“The current interpretation of the shoulder pad is neither particularly masculine nor feminine. It stands alone and whilst it embodies the past, it represents the future of modern fashion which refuses to be bound by society’s archaic traditions.� (Bolton, 2017)
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S/S 18
SHOULDER PADS
S/S 18
CHANEL
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Fig 19
S/S 18
GUCCI
Fig 20
SHOULDER PADS S/S 18
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S/S 18
OVERSIZED HOOP
S/S 18
HALPERN
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Fig 21
BALENCIAGA
S/S 18
Fig 22
OVERSIZED HOOP
ACCESSORIES
THE OVERSIZED HOOP T he hoop earrings become larger and more exaggerated compare to the 80’s. The metal, plastic and crystal-covered styles create a new, powerful silhouette.
S/S 18
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S/S 18
OVERSIZED HOOP
S/S 18
FENTY X PUMA
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Fig 23
CHRISTOPHER KANE
S/S 18
Fig 24
OVERSIZED HOOP S/S 18
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S/S 18
CHUNKY CHAIN
S/S 18
ALEXANDER WANG
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Fig 25
CHUNKYCHAIN CHAINJEWELRY JEWELRY CHUNKY C hain necklaces came from heavy metal music. It is a basic chunky chain represents power and wealth. Together with jewelry decorations, these necklaces presented in S/S 18 runways reinvigorate an idea of opulence, and a callous feeling.
Fig 26
GIVENCHY S/S 18
Fig 27
MOSCHINO S/S 18
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S/S 18
S/S 18
MIU MIU
SLIM SUNGLASSES SUNGLASSES SLIM S SLIM SUNGLASSES
lim sunglasses become more stand out of geometric silhouettes, contrast materials make the directional shape more wearable.
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Fig 28
SLIM SUNGLASSES
S/S 18
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Fig 29
S/S 18 PRADA
S/S 18
SLIM SUNGLASSES
S/S 18
SSHEENA
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Fig 30
W H AT I S DRIVING 80'S GLAM
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Fig 31
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// TECHNOLOGY
T
echnology is keep on evolving and applying on fashion, for instance, Vollebak Debuts the Waterproof, Luminescent “Solar-Charged Jacket” and ECCO Debuts Dyneema-bonded Leather. “Maybe, in this digital time, futurism is a way to express a certain aspect of modernity and address the question of what will happen next in these fast times”(Dossena, 2017).Inspired by the new-found technology, numbers of brand has used the futuristic theme in the runways that represent the modern of fashion.
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// POPULAR CULTURE Television show
T
elevision has influenced our decision in wearing. Recently, a science fiction television series Stranger Things has become one of the most popular series. The story is set in early 1980’s, after the first season, many people tried to recreate their outfits, this 80’s vibes has spread through America. Another influencing series is San Junipero in series three of Black Mirror. It introduced the nightclub scene in 80’s, the characters in the series wore vintage clothes like blazer with shoulder pads and glitter and shimmering dresses. These all 80’s based television series has brushed up the 80’s style to audiences.
Fig 32 43
Fig 33
Film and music
T
he science fiction film and the electronic music also affect the 80’s trend. In Sci-fi films like Alien: Covenant, all the scenes are with innovative design and the aliens wearing metallic skin, embraced the unusual aesthetics, electronic music in nightclub emerged the ideas of futurism and innovation to fashion industry. The encrusted surfaces, fetish looks and metallic featured luxury dressings are inspired.
Fig 34
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// SOCIAL The rave culture
A
rave is a large dance party in nightclub or festival featuring where lightshows is included and mixed electronic dance music performances by Dj. This nighttime activity is popular in today’s society, it provides people with an opportunity to escape from the norms of everyday fashion. Many fashion designers started to explore their inspirations from the rave culture’s nightlife, which the techno aesthetics from 80’s is returned.
Fig 35
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ONLINE ONLINE & & SHOP SHOP
SAFARI SAFARI
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ONLINE ONLINE SAFARI SAFARI
ASOS ASOS
Fig 36
Fig 37
Fig 39
Fig 40
PRETTY PRETTY LITTLE LITTLE THING THING
Fig 38
Fig 41
Fig 42
MISSGUIDED 47
Fig 43
Fig 44
Fig 46
Fig 45
ZALANDO ZALANDO
Fig 49
Fig 48
BOOHOO BOOHOO 48
Fig 47
Fig 50
Fig 51
Fig 53
Fig 52
URBAN OUTFITTERS
Fig 55
Fig 56
Fig 57
Fig 58
QUIZ
TOP SHOP
SHOP SAFARI/
Fig 59
Fig 60
TKMAXX
RIVER ISLAND
Fig 61
Fig 54
Fig 62
Fig 64
Fig 63
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ZARA
Fig 65
Fig 66
Fig 67
Fig 68
Fig 69 Fig 70
Fig 71
S
ignificantly, the 80’s glam trend appears on both online and high street store, such as BooHoo and Asos for online, River Island and Top Shopin high street stores. There are two reasons making the high street stores launching the 80’s glam trend products. Firstly, this trend suits the customers’ tastes. From primary research (see Appendix ?), one of the interviewers said that she loved dressing to look powerful and the 80’s power suits and statement shoulders were becoming a staple in her wardrobe. It shows that customers would like to buy products from 80’s glam trend.
A
Fig 72
nother reason is that this trend has trickled down to the high street stores. This trend appeared on high-end brands’ runways, for instance, the S/S 18 Ready-to-Wear of Tom Ford. The shoulder pads were the dominant feature in the runway and high street stores duplicates the trend products from high-end brands and launch similar products. When it is popular on the runways, it appears also on high street.
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80'S GLAM IN NOTTINGHAM/ T
he 80’s glam trend will work in Nottingham as there are relative fashion items stocked in stores and 80’s glam wearing is commonly seen on street. Two pedestrians had been captured on street that they wore an 80’s style jumpsuits with shoulder pads and a blazer respectively. The street portraits reveal that power dressing is no longer for business women, but also for casual wearing and it appears on daily basis.
BLAZER
Fig 73
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JUMPSUITS WITH DRAPE SLEEVE
Fig 74
DRAPE SLEEVE DETAIL
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Fig 75
80 GL IN
INTERVIEW ANALYSIS/
/Interviewer : Daisy Have you noticed that there is an 80s glam trend running through the high-street and runway recently? "yes, I think the 80s was massive about 3 years ago with a focus on denim but now it has come back around it has changed. There is more of a focus on glitter and an 80s party feel rather than denim." /Interviewer : CHloe Would you say the 80s trend is sustainable/will it last? "I think that the 80s trend will last for a few more seasons before fading out. I do think that it will come back in the future and different aspects will be more popular but I definitely don’t think that 80s inspiration will be gone from fashion completely."
T
he 80's glam trend will last for a period of time. From the interview results, it suggests that the 80’s glam trend will be sustainably stay within the fashion industry but only for a few seasons and it will come back with different aspects. This trend has taken up by society for everyday wear, for business, for casual, and for party. Although it will not stay fresh for a long duration, without a doubt, it will come back in different ways as a retro or a new combination.
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3
STYLING SHOOT/ MOODBOARD THE SHOOT DETAILS PEN PORTRAIT EDITORIAL SHOOT EDITORIAL PIECE
"CLUB SCENE"
MOODBOARD/
Fig 76
Fig 80
Fig 81
Fig 78
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ACCESSORIES
Fig 77
NEON
Fig 79
Fig 83
SHOULDER
Fig 84
Fig 86
Fig 85
METALLIC
LIGHTS
Fig 82
PRINT 56
THE SHOOT DETAILS/ LOCATION
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he shooting location is a bicycle-parking place. There are 3 reasons that the above places were being chosen. Firstly, the lighting was able to create a contrastic effect of dark and bright, which is similar to the nightclub scene. Also, the ceiling height is short in order to produce an underground feeling. Lastly, the bicycle-parking place brings the urban style to the shoot.
Fig 87
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Fig 88
Fig 89 58
NYLON S/S18 SPRING SUMMER FASHION
80's Glam
The Club Era
Welcome to the nightlife Fig 90
MAY 2018
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N PEN PORTRAIT// 24 years old woman. she was working in London as a magazine model. She enjoy spending time with friends and quality time with herself exploring the fashion world. She loves to go drinking and enjoys nightlife.
Fig 91
Fig 92
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Fig 93
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e f i L t h g Ni ston hloe We C , g n o chi W West, Sa y p p o P phed by Photogra
Fig 94
Tailored cocktail blazer by Asos - £52 leopard print shirt by Zara - £40 Earrings by TopShop - £10
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ur concept is to bring the 80’s glam trend: animal print, metallic colour, shoulder pads, and accessories into a nightclub scene, which strong light and underground club scene are essential. The club culture was popular in the 80’s, people enjoy drinking and dancing under a down beats music. They put emphasis on what they dress, shimmering, exaggerate dressing. The 80's glam trend today is not similar as the trend in the past as futurustic theme was added.
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Drape sleeve mini dress by Asos - ÂŁ75 Earrings by TopShop - ÂŁ10
" Give your wardrobe a tatse of wild and excitements !"
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Fig 95
Left: Leopard print shirt by Zara - £40 Right: Blazer in leopard print by Asos - £40 Earrings by TopShop - £10 Fig 97
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Disco ball drape sleeve mini dress by Asos - £75 One shoulder sequin mini dress by TFNC - £65 Earrings by TopShop - £10
Fig 98
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Fig 99
Boy friend fit blazer in leopard print by Asos - £40 metallic midi skirt with channel detail by Asos - £30 Earrings by TopShop - £10
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The Club Era "Let these looks from fashion month inspire you this season."
Since the debut of exaggerate and powerful wearing style in the 80’s, this trend appears again in the S/S 2018 runways. Inspired by the club scene in 80’s, we had an idea of connecting the past to the present, and even to the future. The 80’s glam trend had been arrived in three years ago, however this new combinations bring freshness to us! Make no mistake, the feeling of power and futurist spring up because of the colourful lights and the 80’s styled clothes.
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Fig 100
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CONCLUSION/
T
rend keeps on evolving, as society changes. In the fashion cycle, each trend will go through the introduction, increase of acceptance, then reach a peak, and eventually, it starts to decline, as it gets rejected from consumers. But at the same time, a new trend will appear. This trend cycle is important for retailers, as it allows them to organise the launch of different products.
S
ome trends are long lasting; some will disappear quickly; and some, after they disappear, they are re introduce to the market. The 80’s glam trend was popular in the 80s; however, it was forgotten after more and more new trends were presented to the society. In recent years, it came back with a new face, becoming a huge success in fashion. Designers, celebrities, and style stars are throwing it back to the glamour decade, such as Rosie Huntington Whiteley wearing a glitter Saint Laurent look in the Brit Awards and Kate Bosworth wearing a shimmering look in InStyle Awards.
Fig 101
Fig 102
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The future of trend
T
he future of the trend is technical. “Artificial intelligence (AI) and automation will be a key area of focus for brands in 2018, raising questions around AI and how it will shape notions such as trust, ethics and power.” (Bishop, 2018) As technology advances, society puts more emphasis on digital, reinventing production, promotion and purchasing methods. Therefore, the fashion industry will heavily invest towards the function, texture and fabric of clothing in the future.
M
ore fashion companies are focusing on sustainability, as they go beyond their corporate social responsibility (CSR) agendas and making it a central part of their supply chains. .“In 2017, 42 percent of fashion brands shared their supplier information in an effort to be more transparent with consumers—and the report anticipates that this trend will continue.” (Textile Today, 2018, 10 key trends to drive the global fashion industry in 2018. [Online]) Fashion companies aim to make the fashion industry more eco-friendly by using recycled items as raw material. The rising awareness of sustainability, is leading mass retailers to develop sustainable collections to build good reputation, whilst also, making the fashion industry more sustainable.
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Appendix/
Consent form
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Survey questions
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Survey answers
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Interviews Interview 1: Have you noticed that there is an 80s glam trend running through the high-street and runway recently? yes, I think the 80s was massive about 3 years ago with a focus on denim but now it has come back around it has changed. There is more of a focus on glitter and an 80s party feel rather than denim. Would you say your style is inspired by the 80s Trend/Fashion? A little bit. I like the big denim jackets and shoulder pads and I liked the style more when I was younger. What does the 80s trend mean to you and your style, if anything? Reminds me about my mum and what she told me she used to wear. Would you say the 80s trend is sustainable/will it last? I think it will keep coming back around in circles and adapt in different ways, like this time shoulder pads are back but they don’t look as formal. I think that the original 80s style will be constantly chopped and changed to make it current.
Interview 2: Have you noticed that there is an 80s trend running through the high-street and runway recently? Yes definitely. I think there are a lot of retro styles now and people love the crazy glitter, colours and hairsprays. Are there any specific areas of make up that is being influenced by the 80s trend more than others? A lot of decoration on the cheeks and eyes is coming back into fashion and lip-gloss as well; you see a lot of block colours lately. Would you say your style is inspired by the 80s Trend/Fashion? I love 80s clothes, not so much the makeup but definitely the style. What do you like about the 80s glam trend? I think of the fluffy hair and all the crazy neon colours.
Do you think the 80s glam trend is easily taken up by society for everyday wear? I think so. I think a lot of people spend time online trying to incorporate elements into their own makeup routine. It is also a popular style for going out recently. Would you say the 80s glam trend is sustainable/will it last? I think it might fade out but it will come back again just like all trends. You can also re use this style for a more vintage feel.
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Interview 3: Have you noticed that there is an 80s glam trend running through the high-street and runway recently? Absolutely, I think sequins and anything glittery are big this season and I am seeing more people wear statement pieces like bold shoulders. Would you say what you are wearing today is inspired by the 80s Trend/Fashion? Yes, I love dressing to look powerful and the 80s power suits and statement shoulders are becoming a staple in my wardrobe. What does the 80s trend mean to you and your style, if anything? I like the vintage feel to the style and how you can dress as if you are living in a different decade and yet can still give it a modern twist that works. Would you say the 80s trend is sustainable/will it last? I think that the 80s trend will last for a few more seasons before fading out. I do think that it will come back in the future and different aspects will be more popular but I definitely don’t think that 80s inspiration will be gone from fashion completely.
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Illustrations/ Fig 1 DOGAN, E., 2017. Erdi Kogan Flashes Olena Kets In Technicolor For Elle Turkey December 2017 [online]. Anne Of Carversville. Available at: https://www.anneofcarversville.com/style-photos/2017/12/18/ h1peayjphs6vu4s9533o2ad2hyaywe [Accessed 15/5 2018]. Fig 2 DEFCULT TEAM, 2018. CULTURE TIPPING TOWARDS CHANGE [online]. Defcult. Available at: https://defcult.org/culture-tipping/ [Accessed 15/5 2018].
Fig 3 NOOR, R., 2018. Fashion Cycles & Its Steps [online]. Textile Learner. Available at: http://textilelearner.blogspot.com/2012/09/ fashion-cycle-steps-of-fashion-cycles.html [Accessed 15/5 2018].
Fig 4 YABUPUSHELBERG TEAM, 2018. Retail [online]. Yabupushelberg. Available at: http://yabupushelberg.com/archive.html?t=retail [Accessed 15/5 2018].
Fig 5 Thierry mugler fashion 80's2018. [online]. tumblr. Available at: https:// spacebitches.tumblr.com/ [Accessed 15/5 2018].
Fig 6 MEYER, E., 2017. 80er Kleidung [online]. Arch Zine. Available at: https:// archzine.net/trends/kleidung/80er-kleidung-mode-erscheinungen-zumbewundern/ [Accessed 15/5 2018].
Fig 7 MEYER, E., 2017. Elegantes 80er Jahre Outfit [online]. Arch Zine. Available at: https://archzine.net/trends/kleidung/80er-kleidung-mode-erscheinungenzum-bewundern/ [Accessed 15/5 2018].
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Fig 8 Natasa Vojnovic by Magnus Unnar for Purple Fashion S/S 2008 2015. [online]. Tumblr. Available at: http://lelaid.tumblr.com/post/117948606124/natasavojnovic-by-magnus-unnar-for-purple-fashion [Accessed 15/5 2018].
Fig 9 MEYER, E., 2017. Trendige Schulterpolster [online]. Arch Zine. Available at: https://archzine.net/trends/kleidung/80er-kleidung-mode-erscheinungen-zumbewundern/ [Accessed 15/5 2018].
Fig 10 MADSEN, C.,ANDERS, 2017. Givenchy Spring/Summer 2018 Ready-ToWear Collection [online]. Vogue. Available at: http://www.vogue.co.uk/shows/ spring-summer-2018-ready-to-wear/givenchy/collection [Accessed 15/5 2018].
Fig 11 Givenchy Spring 2018 Fashion Show Details 2018. [online]. The Impression. Available at: https://theimpression.com/givenchy-spring-2018-fashion-showdetails/ [Accessed 15/5 2018].
Fig 12 Spring 2018 Ready-To-Waer Prada2018. [online]. Vogue. Available at: https:// www.vogue.com/fashion-shows/spring-2018-ready-to-wear/prada/slideshow/ collection#16 [Accessed 15/5 2018].
Fig 13 Spring 2018 Ready-To-Wear Prada2018. [online]. Vogue. Available at: https:// www.vogue.com/fashion-shows/spring-2018-ready-to-wear/prada/slideshow/ collection#22 [Accessed 15/5 2018].
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Fig 14 BIRD, N., 2017. Topshop SS18: All The Metallics [online]. Elle. Available at: https://www.elle.com/uk/fashion/trends/articles/g32135/topshop-ss18-all-themetallics-lfw/?slide=9 [Accessed 15/5 2018].
Fig 15 MADSEN, C.,ANDERS, 2017. Tom Ford Spring/Summer 2018 Ready-ToWear Collection [online]. Vogue. Available at: http://www.vogue.co.uk/shows/ spring-summer-2018-ready-to-wear/tom-ford/collection [Accessed 15/5 2018].
Fig 16 BIRD, N., 2017. Topshop SS18: All The Metallics [online]. Elle. Available at: https://www.elle.com/uk/fashion/trends/articles/g32135/topshop-ss18-all-themetallics-lfw/?slide=3 [Accessed 15/5 2018].
Fig 17 BIRD, N., 2017. Topshop SS18: All The Metallics [online]. Elle. Available at: https://www.elle.com/uk/fashion/trends/articles/g32135/topshop-ss18-all-themetallics-lfw/?slide=5 [Accessed 15/5 2018].
Fig 18 MADSEN, C.,ANDERS, 2017. Tom Ford Spring/Summer 2018 Ready-ToWear Collection [online]. Vogue. Available at: http://www.vogue.co.uk/shows/ spring-summer-2018-ready-to-wear/tom-ford/collection [Accessed 15/5 2018].
Fig 19 MADSEN, C.,ANDERS, 2017. Chanel Spring/Summer 2018 Ready-To-Wear Collection [online]. Vogue. Available at: http://www.vogue.co.uk/shows/ spring-summer-2018-ready-to-wear/chanel/collection [Accessed 15/5 2018].
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Fig 20 MADSEN, C.,ANDERS, 2017. Gucci Spring/Summer 2018 Ready-To-Wear Collection [online]. Vogue. Available at: http://www.vogue.co.uk/shows/ spring-summer-2018-ready-to-wear/gucci/collection [Accessed 15/5 2018].
Fig 21 SETH, R., 2017. Vogue's Ultimate Jewellery Guide Spring/Summer 2018 Balenciaga [online]. Vogue. Available at: http://www.vogue.co.uk/gallery/ jewellery-trends-spring-summer-2018 [Accessed 15/5 2018].
Fig 22 Earrings NYE gallery 2018. [online]. Vogue. Available at: https://www. vogue.com/slideshow/best-statement-earrings-of-2017-new-years-eve-stylegallery#15 [Accessed 15/5 2018].
Fig 23 SETH, R., 2017. Vogue's Ultimate Jewellery Guide Spring/Summer 2018 CHristopher Kane [online]. Vogue. Available at: http://www.vogue.co.uk/ gallery/jewellery-trends-spring-summer-2018 [Accessed 15/5 2018].
Fig 24 SETH, R., 2017. Vogue's Ultimate Jewellery Guide Spring/Summer 2018 Givenchy [online]. Vogue. Available at: http://www.vogue.co.uk/gallery/ jewellery-trends-spring-summer-2018 [Accessed 15/5 2018].
Fig 25 FISHER, A.,LAUREN, 2017. The Best Spring 2018 Jewelry At Fashion Month (So Far) Alexander Wang [online]. Harpers Bazaar. Available at: https://www. harpersbazaar.com/fashion/trends/g12178454/spring-2018-jewelry-trends/ [Accessed 15/5 2018].
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Fig26 SETH, R., 2017. Vogue's Ultimate Jewellery Guide Spring/Summer 2018 Balenciaga [online]. Vogue. Available at: http://www.vogue.co.uk/gallery/ jewellery-trends-spring-summer-2018 [Accessed 15/5 2018].
Fig 27 Spring 2018 Ready-To-Wear Moschino2017. [online]. Vogue. Available at: https://www.vogue.com/fashion-shows/spring-2018-ready-to-wear/moschino/ slideshow/collection#16 [Accessed 15/5 2018].
Fig 28 SETH, R., 2017. Vogue's Ultimate Sunglasses Guide Spring/Summer 2018 MIU MIU [online]. Vogue. Available at: http://www.vogue.co.uk/gallery/ sunglasses-trends-spring-summer-2018 [Accessed 15/5 2018].
Fig 29 SETH, R., 2017. Vogue's Ultimate Sunglasses Guide Spring/Summer 2018 Prada [online]. Vogue. Available at: http://www.vogue.co.uk/gallery/ sunglasses-trends-spring-summer-2018 [Accessed 15/5 2018].
Fig 30 SSHEENA READY TO WEAR SPRING SUMMER 2018 MILAN 2017. [online]. Nowfashion. Available at: https://nowfashion.com/ssheena-ready-towear-spring-summer-2018-milan-22988 [Accessed 15/5 2018].
Fig 31 POSTREL, V., 2018. Losing The Thread [online]. Aeon. Available at: https:// aeon.co/essays/how-textiles-repeatedly-revolutionised-human-technology [Accessed 15/5 2018]. Fig 32 Stranger Things2017. [online]. I.Pinimg. Available at: https://i.pinimg.com/ originals/7a/04/d0/7a04d051151202a8802f05d54fafd867.png [Accessed 15/5 2018]. Fig 33 HENDERSON, R., 2017. I Loved My Visit to Black Mirror’s San Junipero [online]. Randy Henderson. Available at: http://www.randy-henderson. com/2017/04/san-junipero/ [Accessed 15/5 2018]. Fig 34 ADRIAN, 2017. Alien Covenant [online]. Artstation. Available at: https:// www.artstation.com/artwork/bnvwo [Accessed 15/5 2018].
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Fig 35 LECONTE, A., 2015. Club Scene [online]. Jawbreaker. Available at: http:// jawbreaker.nyc/2015/11/4-reasons-millennials-are-over-the-club-scene/ [Accessed 15/5 2018].
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Fig 37 ASOS Metallic Tulle Midi Dress 2018. [online]. Asos. Available at: )http:// www.asos.com/asos/asos-metallic-tulle-midi-dress/prd/8647486?clr=metallic blue&SearchQuery=metallic&gridcolumn=4&gridrow=14&gridsize=4&pge =1&pgesize=72&totalstyles=1066 [Accessed 15/5 2018]. Fig 38 ASOS Stripe Shoulder Pad Wrap Mini Tux Dress 2018. [online]. Asos. Available at: http://www.asos.com/asos/asos-stripe-shoulder-pad-wrapmini-tux-dress/prd/8800215?clr=multi&SearchQuery=shoulder%20pad&gr idcolumn=2&gridrow=3&gridsize=4&pge=1&pgesize=72&totalstyles=68 [Accessed 15/5 2018]. Fig 39 BRIGHT GREEN SEQUIN LONG SLEEVE SHOULDER PAD BODYCON DRESS 2018. [online]. Pretty Little Thing. Available at: https://www. prettylittlething.com/bright-green-long-sleeve-shoulder-pad-sequinbodycon-dress.html [Accessed 15/5 2018].
Fig 40 BLACK PUFF SLEEVE BUTTON UP BLAZER DRESS 2018. [online]. Pretty Little Thing. Available at: https://www.prettylittlething.com/blackpuff-sleeve-button-up-blazer-dress.htm [Accessed 15/5 2018].
Fig 41 BLACK SLIM RETRO SUNGLASSES 2018. [online]. Pretty Little Thing. Available at: https://www.prettylittlething.com/black-slim-retro-sunglasses. html [Accessed 15/5 2018].
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Fig 43 gold mega hoop earrings 2018. [online]. Missguided. Available at: https:// www.missguided.co.uk/gold-mega-hoop-earrings-10093140 [Accessed 15/5 2018].
Fig 44 grey animal printed harness ruffle jumpsuit 2018. [online]. Missguided. Available at: https://www.missguided.co.uk/grey-animal-printed-harnessruffle-jumpsuit-10071399 [Accessed 15/5 2018].
Fig 45 GLITTER CUP DETAIL MINI DRESS - Cocktail dress / Party dress 2018. [online]. Zalando. Available at: https://www.zalando.co.uk/jadedlondon-glitter-cup-detail-mini-dress-cocktail-dress--party-dress-blackjl021c00g-q11.html [Accessed 15/5 2018].
Fig 46 Vila VIPURE - Short coat 2018. [online]. Zalando. Available at: https://www. zalando.co.uk/vila-short-coat-pristine-v1021h049-c11.html [Accessed 15/5 2018].
Fig 47 Cheap Monday POWER SYNTAX LOGO - Print T-shirt 2018. [online]. Zalando. Available at: https://www.zalando.co.uk/cheap-monday-power-syntax-logo-print-tshirt-off-black-ch621d044-q11.html [Accessed 15/5 2018].
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Fig 49 Olivia Oversized Diamante Statement Hoops 2018. [online]. BooHoo. Available at: http://www.boohoo.com/olivia-oversized-diamante-statementhoops/DZZ23024.html [Accessed 15/5 2018].
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Fig 51 Wong, S., 2018. Glitter dress at Urban Outfitter [photograph]. [Accessed 15/5 2018].
Fig 52 Wong, S., 2018. Glitter top at Urban Outfitter [photograph]. [Accessed 15/5 2018].
Fig 53 Wong, S., 2018. Sparkly crop top at Urban Outfitter [photograph]. [Accessed 15/5 2018]
Fig 54 Wong, S., 2018. Iron silver shoulder bag at Top Shop [photograph]. [Accessed 15/5 2018]
Fig 55 Wong, S., 2018. Black and white stripe blazer at River Island [photograph]. [Accessed 15/5 2018]
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Fig 56 Wong, S., 2018. Orange blazer at River Island [photograph]. [Accessed 15/5 2018]
Fig 57 Wong, S., 2018. White blazer at River Island [photograph]. [Accessed 15/5 2018]
Fig 58 Wong, S., 2018. Gold hoop earrings at River Island [photograph]. [Accessed 15/5 2018] [Accessed 15/5 2018]
Fig 59 Wong, S., 2018. Orangish gold dress at TK Maxx [photograph]. [Accessed 15/5 2018]
Fig 60 Wong, S., 2018. Orangish gold long sleeve shirt at TK Maxx [photograph]. [Accessed 15/5 2018]
Fig 61 Wong, S., 2018. Yellow and black leopard print trouser at Quiz [photograph]. [Accessed 15/5 2018]
Fig 62 Wong, S.,, 2018. Yellow and black leopard print sleeveless at Quiz [photograph]. [Accessed 15/5 2018]
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Fig 63 Wong, S., 2018. Leopard one piece at Quiz [photograph]. [Accessed 15/5 2018]
Fig 64 Wong, S.,, 2018. Silver glitter long dress at Zara [photograph]. [Accessed 15/5 2018]
Fig 65 Wong, S., 2018. Pinkish purple bulky earrings at Top Shop [photograph]. [Accessed 15/5 2018]
Fig 66 Wong, S., 2018. Leopard pattern sleeve at Top Shop [photograph]. [Accessed 15/5 2018]
Fig 67 Wong, S., 2018. Leopard pattern sleeve at Top Shop [photograph]. [Accessed 15/5 2018]
Fig 68 Wong, S., 2018. Silver metallic Top at Top Shop [photograph]. [Accessed 15/5 2018]
Fig 69 Wong, S.,, 2018. Metallic pink short dress at Top Shop [photograph]. [Accessed 15/5 2018]
Fig 70 Wong, S., 2018. Pink and orange leopard print shirt at Top Shop [photograph]. [Accessed 15/5 2018]
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Fig 71 Wong, S., 2018. Pink and orange leopard print shirt at Top Shop [photograph]. [Accessed 15/5 2018]
Fig 72 Wong, S., 2018. Bulky statement earrings at Top Shop [photograph]. [Accessed 15/5 2018]
Fig 73 Wong, S., 2018. Pedestrian wearing blazer with shoulder pads [photograph]. [Accessed 15/5 2018]
Fig 74 Wong, S., 2018. Pedestrian wearing jumpsuit [photograph]. [Accessed 15/5 2018]
Fig 75 Wong, S., 2018. Pedestrian wearing jumpsuit details [photograph]. [Accessed 15/5 2018]
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Fig 78 NIKKI, 2014. Thunder earrings [online]. Nikk ilipstick. Available at: http:// nikkilipstick.tumblr.com/page/1794 [Accessed 15/5 2018].
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Fig 80 BURRELL, J., 2017. 25th Anniversary Party: '80s-Style [online]. The Spruce. Available at: https://www.thespruce.com/25th-wedding-anniversary-partyideas-3570719 [Accessed 15/5 2018].
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Fig 85 DOGAN, E., 2017. Erdi Kogan Flashes Olena Kets In Technicolor For Elle Turkey December 2017 [online]. Anne Of Carversville. Available at: https://www.anneofcarversville.com/style-photos/2017/12/18/ h1peayjphs6vu4s9533o2ad2hyaywe [Accessed 15/5 2018]. Fig 86 Iron silver illustration [online]. Shutter stock. Available at: https:// www.shutterstock.com/image-vector/silver-metal-foil-glitter-brushstroke-402360664 [Accessed 15/5 2018].
Fig 87 Wong, S., 2018. Bicycle parking place [photograph]. [Accessed 15/5 2018]
Fig 88 Wong, S., 2018. Bicycle parking place under contrasted light [photograph]. [Accessed 15/5 2018]
Fig 89 Wong, S., 2018. Overview of bicycle parking place [photograph]. [Accessed 15/5 2018]
Fig 90 Wong, S., 2018. Nikki wearing Drape sleeve mini dress by Asos and earrings by TopShop [photograph]. [Accessed 15/5 2018]
Fig 91 Nylon2016. [online]. An Le studio. Available at: http://www.anlestudio.com/ [Accessed 15/5 2018].
Fig 92 NYLON, 2015. rita ora is our march cover star [online]. Nylon. Available at: https://nylon.com/articles/rita-ora-nylon-march-2015 [Accessed 15/5 2018].
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Fig 93 Grimes for Nylon Singapore by An Le 2016. [online]. Design scene. Available at: https://www.designscene.net/2016/01/grimes-nylon-singapore.html [Accessed 15/5 2018].
Fig 94 Wong, S., 2018. Nikki wearing tailored cocktail blazer and leopard print shirt by Asos and earrings by TopShop [photograph] [Accessed 15/5 2018].
Fig 95 FUYU, K., 2016. MMD Neon Light [online]. Deviant art. Available at: https:// kyokofuyu.deviantart.com/art/MMD-Neon-Light-647959723 [Accessed 15/5 2018].
Fig 96 Wong, S., 2018. Nikki wearing tailored cocktail blazer and leopard print shirt by Asos and earrings by TopShop, Jenna wearing leopard print shirt and metallic midi skirt with channel detail by Asos [photograph] [Accessed 15/5 2018]. Fig 97 Wong, S., 2018. Nikki wearing Asos embellished disco ball drape sleeve mini dress and jenna wearing TFNC one shoulder sequin mini dress [photograph] [Accessed 15/5 2018].
Fig 98 Wong, S., 2018. Night club scene styling shoot [photograph] [Accessed 15/5 2018].
Fig 99 Wong, S., 2018. Jenna wearing Asos leopard print shirt and metallic midi skirt with channel detail and metallic shimmer pumps [photograph] [Accessed 15/5 2018].
Fig 100 Wong, S., 2018. Nikki and Jenne wearing leopard shirt by Asos [photograph] [Accessed 15/5 2018]. Fig 101 ADAMS, B., 2018. EIGHTIES GLAMOUR IS THE BIGGEST TREND FOR FALL 2018 ROSIE HUNTINGTON-WHITELEY [online]. CR Fashion Book. Available at: https://www.crfashionbook.com/fashion/g18708705/eightiesfashion-trend-celebrity-runway-fall-2018/?slide=17 [Accessed 15/5 2018]. Fig 102 ADAMS, B., 2018. EIGHTIES GLAMOUR IS THE BIGGEST TREND FOR FALL 2018 KATE BOSWORTH [online]. CR Fashion Book. Available at: https://www.crfashionbook.com/fashion/g18708705/eighties-fashion-trendcelebrity-runway-fall-2018/?slide=26 [Accessed 15/5 2018]. 94
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