trend analysis
Trend 1 Girl meets boy
The winter 2015-2016 season comes with soft masculine clothing - offering ‘man like’ clothing with a hint of sweet and elegant. Many designer brands are offering its clientele comfortable and sporty clothes, which are ideal for an active lifestyle.
The Anti-fashion fan Motivations - In order to gain respect - To be admired for the mind and not the body - To show your sense of taste is more evolved Brand/personalities
the independent woman
Kristen Stewart Victoria Beckham Annie Hall
Motivations
The Contemporists Motivations - To show activewear can be embellished - to show tailored can be slouchy Brands/personalities - Made in the usa - j crew
- To show womens strength - To show you can dress as you wish - To prove inner confidence is the ultimate power Brand/personalities Lady gaga Miley Cyrus Rachel Antonoff Whyred A.P.C Banana Republic
Brand adverts Fashion is moving beyond the straightforward notion of borrowing from the boys towards a freewheeling, fabulously grey area where clothes are gender-neautral.
“Clothes are becoming transseasonal and lines are rapidly starting to blur� Judd Crane Director of womenswear @ Selfridges
Driving the shift is a more open society that encourages freedom of expression for men and women, the power of the pink pound, the move away from conventional officewear, the shifting of gender roles in the home‌ It’s all up for grabs and we need a wardrobe to reflect the new mood.
Girl meets boy on the catwalk
‘This is a brand that gets the bookish tomboy look down to a tee’ Scarlett Kilcooley-O’Halloran
girl meets boy on the street
Trend 2
Gender Neutral
Fashions new future has no gender. The great gender blur
Athleisure
Motivations
Motivations
To blur the lines of male and female clothing To push acceptance of gender neutrality
to offer comfortable clothing throughout the day prove mothers can be comfortable yet on trend
brands/personalities
Brands/personalities
Tilda Swinton cara deleivingne jessie ware lorde prada gucci
Telfar clemens vfiles selfridges american apparel NObody has to know rad hourani
Where has the trend originated from? The trend today derives much of its impetus from fashion’s fixation with the late ‘60s early ‘70s as consumers resurrect a moment when unisex was largely the province of rock royalty, the sequins-and-kimono-wearing likes of Jimi Hendrix and David Bowie. One of the most influential designers and pioneers of gender bending fashion was none other than Gabrielle “Coco” Bonheur Chanel. Though women of her time favored pale-skin, with their full-bodied figures stuffed into constricting corsets, Coco Chanel changed all of that. Her own boyish figure and short, cropped hair were a silent stand against the popular, and uncomfortable look of the day. To go yachting, she wore a striped shirt, bell-bottom pants, and crewneck sweaters, all traditionally worn by sailors and fishermen. Her designs completely changed the way women would continue to dress after the post-WWI era, abandoning their binding garments in favor of more moveable fabrics, like jersey, in “casual chic” silhouettes. Discussions about gender can be inextricably lniked to subjects such as identity, sexuality and even political policies - largely referring to the American legalisation of gay marriage. This trend is seen across pop culture, for example the Givenchy kilt worn by Kayne West in 2012 and can be linked to the favoured elongated T-shirt silhouette. In 2014, gender ambiguous singer Conchita Wurst won the Eurovision Song Contest for Austria. With the media craze at its height surrounding famous trans women such as Caitlyn Jenner and Laverne Cox, pop culture and those that are a part of it help push the tone in this new direction. This shift in thinking allows us to consider genderless fashion as something far more fluid and limitless.
“I feel like if something looks good on you, it’s for you to wear,”
Telfar Clemans
The media has noticed
NYTIMES
WGSN
BUSINESSOFFASHION
Gender neutrality on the runway
‘It is a season of girls in roomy pants and coats, guys in slit shirtdress combos, and runways populated with both male and female models walking the same show.’
Gender neutrality on the street
Ella Higham Trend Analysis FASH20031 N0487463