2
Re
Forecasting
Contents VM & Instore
D.I.Y Back to the Future On Your Bike
Creative Direction Creepy Kitsch Au Industrial Flash
Print and Graphic Electric Serif Brocade Homage Marble Transition
Menswear
Deep Sea Blue Russian Mob Hawaiian Jungle
Universal Works
VM & In-Store Trends
D.I.Y: Spent Hide Virgin Oak Tuppance Galvanized Anode Powered Mildew
With a desire to eschew corporate and consumer culture, there is a clear trend message that store visuals will take a drastic turn of direction toward the do it yourself theme. Gone are the days of fast fashion, shifting into a more ethically aware consumer we will see retailers making a conscious decision to have a hand constructed feel. Bringing textured walls and building materials into the mix it will create a dynamic and visually stimulating environment that will be a big winner amid shoppers.
Back to the Future: Pickled Ginger Moon Crater UFO Dreams Taraxacum Follow the Light White
When Back to the Future was first released the thought of hover crafts and space-age clothing was a mere distant dream. However, we now live in an age where this vision is fast impending and due to make a huge impact on the way visual merchandising will look for AW/15. With Nike releasing an exact copy of the predicted hi-tech trainer that have self-tie laces and rumoured mechanisms that make them perfect for hover boards we can expect to see futuristic innovations in the realm of shop retail begin to change. Expect to see unpredictable fallouts of retro technology juxtaposing futuristic technology as well as abnormal shapes that contrast unconventional colours like pickled ginger and moon crater grey.
On Your Bike: Oatmeal Full Eclipse Mellow Amber Boer Dust N.Y.P.D
Customised vehicles expand the concept of personalisation and will seize the visual merchandising scene in AW/15. This transitional trend has been gaining traction for a long time now, since we first saw the novelty of bikes used as props in displays in 2011 it has evolved to become all about the mode of transport and how it can be adapted to become bigger and better. Standard is no longer good enough for the modern day shopper they want to see something special. Ethical afflictions will come into calculation with upcycling, customising and adapting vehicles and components to create an exclusive feel that moves away from modern day consumerism.
Creative Direction
Creepy Kitsch: Berry Ice Cream Banana Pudding Juicy Apple Princess Dazzle Frozen Sky
Freaky, scary and frightening. Creepy Kitsch is all about eye catching weirdness and their was certainly a lot of that going on around Berlin. This trend is being expressed in all areas of fashion, from the clothes themselves to the VM. In Ashish’s Spring/summer 2015 catwalk show we saw the faces of Kanye West and Kim Kardashian take on the catwalk, and by on the catwalk I mean on a lavender coloured jumper. Creepy faces on jumpers to hat at Premium Berlin, gaudy seems to be the new way to catch peoples eye. This week also came the photoshoot for Victoria Beckham’s Autumn/Winter 2015, with shots of unconscious models posing in a drab room which evokes Viviane Sassen photography style.
Au: Plantinum Pebble Smoldering Auphalt Rose Biscuit Sandy Pretzel Precious Aurum
Gold. Gold means wealth and riches, with the economy doing a lot better this trend is reflecting on the UK being able to afford more luxury items in life. Metallic colours were the key to many brands VM this year at Berlin fashion week, including silver, rose gold and gold. From spoon installations to bikes being spray painted gold, metal colours were seen used in many different ways around the city. With artists like Raphael Hefi who’s work was featured in Nottingham Contemporary Gallery at the end of 2014, metallic is becoming a new creative direction for 2015. Raphael used many different metals experimenting with the composition and treatment of metals in different states. This could be the start of a different take on metallics and metal colours used throughout fashion.
Industrial Flash: Midnight Diesel Smoky Urban Kinky Vimto Luminous Fushia Razzle Rose
Splashes of pink on a dull background seems to be creeping in for 2015. From Poster art to public telephones, subtle injections of pink seem to be the new decoration to your life. This trend follows on from when Kidults started to graffiti on designer fashion houses in 2011 with pink spray paint expressing their feelings towards their fashion show. One of the targets was Chanel and in their 2014 Spring/Summer collection they paid a tribute to their expression towards them and the other fashion houses. This trend seems to have caught on, brightening up a simple/dull area with a dash of pink brightens up the area and gives it a bit of charisma. During our time at Berlin Fashion week, pink was a big trend in visual merchandise from the inside of the brands shop bags, lighting and even used on hangers. Watch out 2015, you are about to get flashed!
Print & Graphic
Electric Serif: Halogen Vapour Graffite Orchid Emin Stealth Strobe Bleached
There was no escaping this trend at the trade shows. In 2014 we saw Rococo Wonderland create sculptural neon lights of handwritten messages. This dramatic aesthetic has now been adopted by brands to illuminate their image. With Tracey Emin at the forefront of this sculpture, she recently gave it greater exposure after the success of her set design for the 2015 Brit awards. The ability to combine industrial with personalisation is what makes this trend so promising and will translate well as print.
Brocade Homage: Cabernet Morris Brook Acid Sweet Archaci Verdant Piccalilli
Delicate and textual embroidery which embodied European influences, was evident at recent fashion weeks. With the influential houses such as Dolce & Gabbana and Valentino coining the trend, they used botanical designs which evoked the emblematic work of William Morris. Combing opulent patterns and vibrant colours with intricacy means this trend encapsulates paying homage to the traditional practice but with a contemporary feel.
Marble Transition: Engine Gravel Berninni’s Ecstasy Petrol Smoke Ashy Rain Oyster Storm
Marble sculptures are a refined and important cultural aspect thanks to the legacy of renowned artists like Bernini. Due to the lineage of the art work, referencing marble print in fashion has previously been paired with the high end designers, including Alexander McQueen and Carolina Herrera, however it has now transitioned into a more urban environment. The versatility of the print means brands like Brixtol and Adidas are beginning to develop the print for a variety of different garments and promotional material. Adopting an affluent design for street wear creates a really interesting juxtaposition and references the changes in the hierarchy of the fashion industry. We predict that this trend is going to be iconic to the season.
Menswear
Deep Sea Blue: Tardis Who Dutch Iris Anemic Rattle Olive Taupe Silver Birch
Deep blue and azure colours emerge as a key colour trend. This was most seen on the Milano menswear catwalks for the A/W 15/16 collections, besides garments it was also seen as a footwear trend. For footwear the colour blue adds a polished touch to formal and casual shapes, differentiating them from the traditional brown and black footwear options.
Russian Mob: Rusty Fox Baby Boy Paper Bag Chinchilla Wet Peat
Despite past controversy, the fur theme is back for menswear and it made a regular appearance on the catwalk. From the 1970s style overcoat to sportier shaved down versions that feel more sophisticated and contemporary. Fur has become a strong textural statement piece on the catwalks as seen on the Lanvin, Marc Jacobs, Louis Vuitton and Giorgio Armani’s menswear fashion shows. This trend has developed from the previous season, where there was only a hint of fur from Dries Van Noten, compared to the current farfetched trend
Hawaiian Jungle: Mystical Jungle Green Mile Nicotine Therapy Autumn Leaves Dry Blood
The popularity of Hawaiian prints has been surging in menswear for the past 4 years now. The Hawaiian style shirt with floral prints strikes a balance between vintage and modern shapes. This was a key trend at the Bright Tradeshow in Berlin with brands like Hype and Neff. It started to be popular among the skaters/hipsters making its way to streetwear brands. Soon enough it made its way into the high-end designer fashion shows. This trend is more common in the spring/summer season with brighter colours, however for the A/W 2015 the colours are toned down with a earthier feel.
Universal Works is a company which opened in 2008 debuting with Autumn/Winter 2009 as their first collection. David Keyte set up the company with a vision of combing a mix of British heritage with a modern feel taking inspiration from his previous job of 14 years working at Paul Smith. Its a brand that offers sustainable and affordable clothes that are stylish yet simple for men to wear in everyday situations which defies the trends of fashion. Based in Nottingham, the small independent company has stockists all over the world, and even though they mass produce now, their clothes are crafted with love and soul.They are proud to be an independent company and is a brand about having fun and a passion for what they do.
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The majourity of images used were our own.