C A A MA M T C A A T CT C A M T A A A M M C TAM AC TAM AC AC TAM A C T AC T TAM AM A A T A A C M C T MA A A T A M C CT M A A C A CT T AM MATAMAC A A M AC CT M A A A TAM MA C TA AC CT A T A/W Trends 21/22
A C T A M C M A A T A M T C A T A C A M C
T A A T C M A C A T A M A M C C T A A T C Contents M TAMAC A C A A T M We are TAMAC trend agency. A M C T A TA C M A A T A T M C C A A T A M C M A C A T A A M T C A M MAC A T M C A A T A M A T C T A C A T C A M C A A A M T M A C T A A T M C AC 1: Introduction 2: Current societal events 3: Key trend drivers 4-17: Refreshed Primitivism activewear trend 18-30: Mindful Purity Visual Merchandising trend 31: Insights 32-35: How FP can interpret the trends
In 2021 and beyond it is vital to a brand’s success to understand their consumer on a deeper, more insightful level. At TAMAC we distribute target market specific trend forecasting and consumer relevance for forward-thinking fashion and lifestyle brands.
Thea, Anna, Maddy, Amelia, Charlotte
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Current Influential Societal Events
Key trend drivers • COVID-19 • Increased importance in selfcare and wellbeing • Sustainability • Increased climate change awareness • Minimalism • Slow living
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Coronavirus US presidential election Capitol riots Black lives matter movements Chinas Uyghur muslim camps
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Key Active Items A/W 21/22
Refreshing Primitivism Activewear trend
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at a glance...
Refreshing Primitivism
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Key colours
Organic
Tarmac
Raw
Textures Neutral
Sahara
Fresh
Evergreen
Camel Tan 8
Ice Blue
Pure
Sustainable
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Refreshing Primitivism: Explores the resurgence of localism and the value of looking to the past to inform an uncertain future, with an emphasis on primitive design, elemental references, and craftsmanship
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Runway: Womenswear Flawed
Reworked Primitive
Acne Studios Spring 21
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Caveman
Ancient
Organic
Burberry Pre-fall 21 Roberto Cavalli Fall 21
Rediscovery
Natural Crafted
Local
Alutrazza 21
Acne Studios Mens Fall 21 Roberto Cavalli Fall 21
Salvatore Ferragamo Resort Mens 21
Antonio Marras Fall 21 Burberry Fall 21
Etro Fall 21
Runway: Menswear 13
Refreshing Primitivism In Art... Paul Gauguin. Spirit of the Dead Watching, 1892.
Primitivism is a mode of aesthetic idealization that either emulates or aspires to recreate “primitive” experience. In Western art, primitivism typically has borrowed from non-Western or prehistoric people perceived to be “primitive”, such as Paul Gauguin’s inclusion of Tahitian motifs in paintings and ceramics.
Henri Rousseau, In a Tropical Forest Combat of a Tiger and a Buffalo, 1908–1909
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Les Demoiselles d’Avignon, 1907. The two figures on the right are the beginnings of Picasso’s African-inspired period.
In Culture.... Since COVID-19, more and more people are spending time outdoors and becoming more involved with the natural environment. A survey in Scotland found that: 34% of Scots getting a daily dose of nature, compared to 22% prior to lockdown. and 71% were heading outside at least once a week, up from 59%.
Film- Dune & Nomadland (2021) Both with similar aesthetic to Refreshed Primitivism.
Print- British Vogue August 2020 covers for their ‘Reset’ edition. 14 covers of natural landscapes in different artists styles.
Lifestyle- #vanlife, #tinyhome: Forms of nomad inspired living are becoming more and more common and desired. #staycation: Ecolodges and outdoor based holidays become more popular.
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Outdoor Voices
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wood wood Adidas
Ancestral movement
Wellness for cultue
Trend adopted by active brands
Ralph Lauren x Bodega
“There is no such thing as ‘primitive’ people, except as created by other people’s primitivism. Primitivism is any cultural framework that typifies a set of others as incarnating an archaic condition of humanity radically different from the condition of the stereotypers themselves” - Rupert Stasch 17
Mindful Purity at a glance...
Mindful Purity
Visual Merchandising trend 18
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“Simplicity is the ultimate sophistication.” — Leonardo da Vinci
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Mindful Purity is... a more mindful approach to consumption. This is reflected in a less-is-more approach to design. It focuses on durable and timeless sustainable materials, and soothing and sophisticated colors
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24 Valentino Spring 20
Jaquemus Fall 20
Jil Sander Spring 20
Muted Natural tones Angelic Purity Refined Holy Christian Dior S/S 20
Jaquemus F/W 20
Valentino S/S 20
Mindful Purity in fashion
Lifestyle...
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Key Colours Muted Blush
Faded Coco
Soft Citrus Cloudy Grey
Dusty Nude
Textures
Smooth plaster Stone
Concrete
Blush Powder blue
Soft Peach Soft Canvas
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Concrete
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Artist Inspirations...
Daniel Arsham Alexis Christodoulou’s Digital Artworks: Clean Pure Fresh Immaculate Utopia Minimal
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Notoostudio: Sustainable Simple Bright Sophisticated Modern Less is more
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What already exists in VM
Insights
Blushhh!
Use sustainable materials Promote a healthy llifestyle Increase in demand for transitional activewear pieces Modern minimalism
The Wing
Minimal Light Less is more Sophisticated 30
Jil Sanders Pattern Studio
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Tips for FP: Activewear • Design for slow living- be prepared for your active consumer to slow down. Use slower production processes and promote this to the consumer. (naturally dyed and bio-engineered fabrics) • Minimalism in tailoring- clean lines and a sparing use of colour will define transitional tailored pieces as consumers seek styles that do more with less. • Incorporate unexpected textures to add refined depth to monocoloured and mono-material minimalism. • Embed wellness properties- offer a heightened experience, create products that block out modern life distractions.
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Tips for FP: VM • Offer reassurance- create a feeling of protection, comfort, safety and security through store design • Draw from ancient times- rediscover pre-industrial, off-the-grid, and even prehistoric wisdom • Create and communicate strong ties to local identity- look close to home to forge an emotional connection with consumers. • Incorporate natural salvaged materials- embrace the elemental and the purposefully imperfect.
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We are TAMAC