3 AW Trends | TS17

3 AW TRENDS 17/18

AW 17/18

Contents 3

Table of Contents

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Trend 1 - Cold Lava Concept Board Colour Range Fabrics/Detailing Key Shapes Consumer Profile

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Trend 2 - Enlightenment Concept Board Colour Range Fabrics/Detailing Key Shapes Consumer Profile

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Trend 1 - Cold Lava Concept Board Colour Range Fabrics/Detailing Key Shapes Consumer Profile

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Micro Trends Referencing

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AW 17/18

Trend One

AW 17/18

Trend 01: Cold Lava

After all the uncertain political related events that happened people want to cleanse their mind, body and soul. In other words, they want to bring nature to their natural habitat to protect it and they do so through the activities that choose to follow.

Our society is so hectic with everything that keeps changing, most Americans are disappointed and divided but unfortunately there’s nothing they can do for that than forget and let it go. The way to forget is by cleansing themselves in all possible ways.

Talking to therapists, exercising, doing

yoga and being extremely aware of anything related to diet are just a few of the methods that people choose to follow to “detox� their souls. People need more than ever before to take care of themselves and all the above prove the ways in doing so.

People create their own comfort zone and stay in piece away from all the noises and daily drama that keep happening simultaneously. Thinking forward this trend will be developed into a more spiritual and mental health based cleanse rather just physical.

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Color Range

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Nature has a wonderful way of always surprising us mostly by its simple color pallet and peaceful shapes. The color palette will be a combination of monochrome and powerful colors that would automatically remind us of a mentally active person. What’s a mentally active person? An individual that never gives up.

White, cream, black and different shades of gray would be the basis of the palette. All these colors even though are different have something in common – make people calm just because of their simplicity and connection to the mother of earth and that’s why are the ultimate representative of natural cleansing.

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Fabrics / Detailing

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All the shapes would be bodycon and would vary from pants, sports bra, shorts and jackets. The designs would be for the everyday person and would have influences from Scandinavia. If the design of the clothes could only be described by one word that would be comfy.

The clothes would be easy to wear and so their shapes would make the woman feel comfortable in her own clothes. Same purpose would have the textures that would be based on compression fabrics, waterproof breathable nylon and polyester spandex..

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Key Shapes

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As mentioned previously all the shapes of the clothes would fit well to the woman’s figure and so she would feel pleasant. The clothes won’t be designed only for the physical cleansing but would emphasize on the spiritual cleansing as well. In other words, the more comfortable the clothes are the more freedom a woman will have. T he shapes of these clothes would have one main purpose and that would be to feel just like a second skin.

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Consumer Profile

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"Cold Lava"

Woman

The “woman” would be between the age of 20-30 which in other words means that she would now start her career pathway by finishing her studies. She would wear often comfortable and bodycon clothes since would make her feel confident and free. The “Cold Lava” woman is one of the figures that everyone wonders “I don’t know how she does it” she will have her job, her nice house while having many friends and extremely active lifestyle in terms of exercising. She would work-out every day of the week most of the time she would do yoga to cleanse her mind but at the same time she would be very careful of what she would eat and drink.

She wouldn’t be vegetarian but she would base her diet around fruits and vegetables, she’s the kind of woman that chooses tea

over coffee. Even though she has many responsibilities she’s very patient and likes to smile often, in other words she’s the definition of a modern NYC based woman.

The “Cold Lava” woman in the following years she would change. She wouldn’t be the same person anymore, she’d often travel alone just to clean her mind and explore the “outside”. She would want to find passions within other cultures. She’d still be physically active and strong but she would emphasize on cleansing her soul by the help of a therapist and self-criticism, in other words the cleansing would happen in a more spiritual way rather just physical.

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Trend Two

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Trend 02: Enlightenment

Global expansion is rapidly increasing due to cheap travel and technology, and the millennial generation in particular has been looking to enrich their lives through traveling and embracing other cultures.

The rise in technology has lead to beautiful destinations being shown all over platforms such as Instagram, tempting youth to travel more. Package tours and sites such as Airbnb have had an influx of attention over the last few years, and by 2025, millennials and younger generations will account for 75% of all consumers and travelers. Millennials say they’re looking for something new when they travel – more adventurous, local

and personal. They seek unique travel experiences and want to live the way locals do, and majority prioritize travel over purchasing a home, paying off debt, or purchasing a car. I predict that this traveling and search for enlightenment through culture will lead to this generation being inspired by the countries they visit and the rich history of them. Also, as the political situation is so unstable at the moment, connecting with culture and history, instead of the superficiality that much of young society is obsessed with, will create a much greater mindset.

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Color Range

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There is so much beauty to be found in the architecture, food, and scenery of new places. To show this richness of culture that is going to be adopted within people’s lives, I wanted to use equally as rich colours. I wanted to choose colours that represented passion to discover new things, and these are quite traditional colours as well that can be seen in a variety of cultures.

These colours are all quite natural, and are often seen in ancient architecture, clothing or even spices or food. Yellow is also a symbol of enlightenment and clarity, and is a perfect base for the pallette, whilst reds and browns represent passion and desire.

Fabrics / Detailing

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The biggest thing I think that will be picked up from these travels is the various cultural patterns from each country, however I do think that the silhouettes will also be influenced. Youth will start wearing more loose clothing that allows them to focus on less superficial things and more on their lifestyle. They are looking for enlightenment and excitement, therefore will focus on more loose clothing and traditional fabrics, such as different types of dyed cloth and woven materials that are quite lightweight. More Natural fibers (such as silk and wool) are used than Synthetic Fibers.

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Key Shapes

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The key shapes of this trend will be incorporating aspects of traditional shapes into more modern styles. They will be very loose fitted so that the woman’s figure doesn't feel constrained, but also have elements of culture in them. Wearing loose fitting clothing can help the woman focus on her search for enlightenment and adventure. The shapes are quite simplistic as emphasis will be put on the colour and patterns of the clothing. Lots of draping is used, as well as digital printing for patterns. Beading and metallic touches that resemble products such as jewelry from a certain country will also be used. Religious Symbolism will also be used within clothing.

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Consumer Profile

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"Enlightenment"

Woman

The “Enlightened� woman is around the age of 18 to 28, and is up to date with technology and very modern in her living style. She doesn’t yet own a home or a car, but is taking time to discover the world and enrich her knowledge, either as a break from the workforce or before she properly joins it. Although she lives in an age where everyone is obsessed with technology, she is tired of living in such a modern age, and is looking for enlightenment through having easy access to travel and culture. She considers herself a leader, not a follower, and feels that she has an older soul. She is extremely social and loves traveling with friends, but also loves being alone equally as much. She

always seeks to gain more out of life, and is adventurous, outgoing, and appreciates beauty in its natural form. She is active and health conscious, but also doesn't take life too seriously and has a good sense of humor. She loves immersing herself in different environments and learning about new religions, and has a serious case of wanderlust. Whilst her friends go clubbing, her favorite activity is watching the sunset on the beach with her boyfriend.

She loves to read, take photographs, and do adventurous and out of the box things.

She also has a passion for writing, journalism in particular, and loves learning about the lives of people she meets on the streets of the many countries she visits.

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Trend Three

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Trend 03: Control

As distrust in government and societal chaos rises, so does the feeling of helplessness. Control is a way for the people to take back power of their personal environment through their own means and methods. Rather than feeling like the world is running them, they are the ones who make the decisions. Control is being able to focus more on the individual on a more simplistic and smaller scale, rather than being discouraged.

The control trend is about finding and utilizing one’s voice in the world and trusting themselves, rather than depending on anyone else. Being inspired by a more transparent and truthful future, power is about becoming a more positive change in this ever convoluted world.

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Color Range

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An array of neutral colors represent the human skin and our appreciation for ourselves; this is a more simplistic approach and is not meant to be a scenestealer.

White and black are used to give a pop within the overall color story. Everything is kept quiet in order to focus on the person more.

Fabrics / Detailing

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Topstitching is important because it gives of a sense of control to a garment along with having very defined shapes. Clean edges and hems also give off the same feeling.

Knits are especially popular for this trend and specific fabrics such as lycra and cottons. Any type of light and/ or thin fabric is ideal since it shows off the body shape well.

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Key Shapes

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More body conscious clothing show how we are becoming more confident within ourselves. Rather than exposing the body, it is more about the body’s shape and natural silhouette. We are no longer hiding, instead confident in our decisions and ourselves.

Accentuating the body is what people are looking for in this trend.

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Consumer Profile

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"Control"

Woman

The women who fit into this control lifestyle use their monetary powers to control how their lives are being affected; they exude confidence and are not easily swayed by the outside world. They are still mindful of societal issues but they choose to deal with it in their own way and are inspired to be the change they seek. The woman seeks for simplicity and inner peace, which is why she would be into activities that challenge herself to become a better person.

She lives in an urban area, but not somewhere that is known to be too loud and touristy. She enjoys her personal time and can be found in the park or local coffee shop outside the house, but mostly stays indoors to avoid the hecticness of the city.

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Micro Trends

Trend 01: Cold Lava

Trend 02: Enlightenment

Trend 03: Control

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