Trend Map Report 2019 - Transparency

Fig. 1

TRANSPARENCY TRANSPARENCY TRANSPARENCY TRENDMAP REPORT

EMILY LINDSAY N0733170 WORDS: 2747

CONTENTS

ETHICS CLAUSE

06

INTRODUCTION

08

METHODOLOGY

10

WHAT IS A TREND

12

Lifecycle of a trend

14

trickle down theory

16

bubble up theory

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TREND FORECASTING

20

IMPORTANCE OF TREND FORECASTING 21 THE TREND

24

HISTORY

28

INFLUENCES / TREND DRIVERS

34

Fig. 2

CONTENTS

STYLING SHOOT

40

CONCEPT

42

MOOD BOARD

44

LOCATION

46

MOOD

48

PHOTOGRAPHY

49

EDITORIAL

50

CONCLUSION

54

APPENDIX

56

REFERENCES

58

BIBLIOGRAPHY

60

IMAGE REFERENCES

62

Fig. 3

ethics clause I confirm that this wOrk work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.

Signed:

6

Fig. 4

HOLLY FULTON SS13

7

introd uction This report will highlight the importance of trends, why trend forecasting is used and the chosen trend transparency; which is going to be analysed and broken down in more detail.

Primary and secondary research will be also analysed, questioning it’s effectiveness and reliability. Trend history and trend drivers will be explored and explained. Finally, the report will finish with an editorial piece on transparency.

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Fig. 5

BALMAIN SS18

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method ology Fig. 6

PRIMARY RESEARCH: - Interviews with store staff conducted though providing them with a set of verbal questions.

- Concluding from the primary research, it is evident that transparency will remain a relevant trend. However, due to newer trends emerging like tweed, animal print, and heavy embellishments, it could be argued that transparency will play a less dominant role in future seasons, although remaining relevant.

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Fig. 7

SECONDARY RESEARCH: - Trend forecasting websites such as WGSN, Trend Bible, Trend Snoops and EDITED. - Books and online articles that are referenced within the report.

- Articles from Business of Fashion to assist with research on the trend.

- Pinterest used for further image inspiration and research, as well as Instagram and Twitter.

- Online stores such as Topshop, Balmain, Calvin Klein and ASOS used for research.

- Magazine publications such as Vogue and Dazed for relevant inspiration and trend information.

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WHAT IS A

TREND Fig. 8

A trend is what’s in or popular at a certain point in time. A fashion trend can last anywhere between one season or through several, changing slightly in style as each new season passes. Trends are a general direction in which something is changing or developing. Particularly in the fashion industry, trends define what is going to be popular in terms of styles, colours, garments and prints for each season.

A trend may start with low acceptance at first, and then build popularity over a period of time.

Many trends will peak and fade off, either completely disappearing or lowering in acceptance, however, some will re-emerge over time thus becoming known as a classic. Trends are important as they can often highlight and define important movements in history, for example, the rise of the feminist movement creating an trend of feminist slogan tee’s (Alexander, 2017).

LEANDRO CANO AW14

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Fig. 9

MIU MIU 2017

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LIFECYCLE OF A

TREND

Fig. 10

Trend theories were created in order to understand how and why trends come about, as well as how macro/micro trends diffuse into the fashion market, from fashion leaders to fashion followers.

The first trend theory is the life cycle of a trend.

The purpose of the life cycle of a trend is to show how different fads, trends and classics peak and decline at different times in their ‘life cycle’, and how they all generate and boost sales (Smith, 2017).

The initial stage of a trend is the introduction stage, where the specific product first penetrates the market. Typically, in a limited or small batch to reduce risk in lack of sales; either going on to grow and increase in popularity, or fade off.

These products may be from a high-end design house, or from street influence.

MOLLY GODDARD SS17

GRAPH TO SHOW THE LIFE CYCLE OF A TREND

Fig. 66

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DAZED MAGAZINE, DATE UNKNOWN

Fig. 11

After growth comes the maturity stage, where the market is fully saturated with the specific fashion product which soon becomes the norm. As a result, loses its exclusivity and attractiveness to the original wearers (Gordon, 2017).

Soon after, the product declines in sales and popularity, with many retailers no longer stocking the product. However, certain products and trends continue to re-emerge resulting in them becoming a classic, with many retailers stocking the trend for a specific season every year. For example, trench coats for Autumn/Winter, and florals for Spring.

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TRICKLE DOWN

THEORY The trickle down theory was first introduced by Veblen in 1899 in his book ‘The Theory of the Leisure Class’. In which he suggested that fashion flows through social classes vertically, starting with the upper-class consumers then trickles down to the lower classes in society. Veblen’s theory was later expanded by McCraken (1988) who applied Veblen’s theory to contemporary fashion, adding that not only do trends trickle down from fashion leaders to high street through social classes, but applies the theory to include other demographics in society such as age and ethnicity.

Both McCracken (1988) and Veblen (1899) suggest that fashion is viewed as a form of social mobility, used by subordinate members of society as a way to progress up the social ladder. Assuming a social hierarchy where those at the bottom seek to be identified with those at the top, and those at the top seek for distinction and contrast with those below them.

Therefore, resulting in those at the top often rejecting and seeking another trend, once a trend reaches the lower end of the social ladder, to the fast fashion and mass-producing brands. Thus, provoking a continuous cycle of innovation, therefore driving fashion forward in order to fulfil the demands of those at the top wanting to maintain their place at the top of the social ladder.

(TRICKLE DOWN TRIANGLE)

FASHION LEADERS / DESIGNERS, CELEBRITIES THOSE WHO ASSOCIATE WITH THEM ABOVE, EARLY ADOPTERS MIDDLE CLASS, FASHION FOCUSED CONSUMERS

LOWER MIDDLE CLASS, HIGH STREET FASHION CONSUMERS

VALUE FOR MONEY, NOT SO FASHION FOCUSED LOWER CLASS CONSUMERS

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CHANEL CLEAR KNEE-HIGH BOOTS SS18 (HIGH FASHION)

Fig. 12

MISSY EMPIRE (HIGH STREET FASHION) CLEAR KNEEHIGH BOOTS SS18

Fig. 13

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BUBBLE UP

THEORY The bubble up theory suggests that the top of the social ladder emulates the bottom, reversing and opposing the trickle down theory. Summers (2017) suggests that trends initiate from ‘street’ fashion, which are adopted by those of lower social groups.

This will eventually flow up to the high end social groups, with designers taking inspiration from street style, incorporating them into their collections and catwalks.

Factors such as functionality, practicality, comfort and innovative design may be taken as inspiration from the ‘street’. An example of this being the brands Thraser and Supreme, which have dramatically boomed in popularity over the past seasons, becoming mainstream fashion, despite originating in skater communities (Summers, 2017).

(BUBBLE UP TRIANGLE)

FASHION LEADERS / DESIGNERS, CELEBRITIES THOSE WHO ASSOCIATE WITH THEM ABOVE, EARLY ADOPTERS MIDDLE CLASS, FASHION FOCUSED CONSUMERS

LOWER CLASS, FASHION CONCIOUS CONSUMERS / STREET STYLE ADOPTERS LOWER CLASS, FAST, MASS PRODUCED FASHION CONSUMERS

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Fig. 14

LACOSTE AW18 CARGO JUMPSUIT

Fig. 16 Fig. 15

UNKNOWN BRAND, STREET STYLE. CARGO / UTILITY PANTS 2017

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TIBI AW18 CARGO PANTS

TREND

FORECASTING Fig. 17

Trend forecasting is used to predict future fashion trends. It holds an increasingly important function to many designers and manufacturers, as ultimately, popular trends are what drives sales. When forecasting trends, it is important for forecasters to consider key macro trends, which may include ethnography, innovation, global political, economy and the environment.

It is the trend forecasters responsibility to be constantly vigilant and observing the evolution of trends; as well as looking for trends that may go against the social, standard norm.

COLOUR FORECASTING

DIFFUSION CURVE MODEL Fig. 18

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WHY IS IT IMPORTANT? Fig. 19

Trend forecasting is becoming an increasingly important function in successful fashion marketing and business. Getting trend predictions wrong can result in poor selling stock, leading to a dip in sales and loss of profit. The trend forecasting industry was reported to be worth “US$36 billion in 2011, reiterating the importance and the need for trend forecasting in this rapidly growing industry� (Posner, 2017).

With an increasing amount of mass producing, high street fashion brands, it is becoming harder and more competitive to produce the sales numbers brands require.

High street brands often feature similar products meaning every brand no matter how big or small, need and will benefit from trend forecasters and market intelligence.

CALVIN KLEIN FALL 2018

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Fig. 20

“Fashion “Fashion is is not not something something that that exists exists into into dresses dresses only. only. Fashion Fashion has has to to do do with with the the idea, idea, the the way way we we live, live, what what is is happening.” happening.”

Coco Coco Chanel Chanel

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Fig. 21

Fig. 22

Fig. 26

Fig. 23

TRANSPA Fig. 27

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Fig. 24

PARENCY Fig. 28

Fig. 29

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Fig. 25

THE

TREND

Fig. 30

Transparency, is a trend where the clothes featured have a transparent or sheer element to them. This can be mesh or clear plastic inserts within the garment, sheer jackets, skirts, tops etc for layering and even to be worn purely on their own.

This trend is very popular in SS18 because of its versatility, as it can be worn alone as a statement piece, or can be layered on top of and over other pieces of clothing.

TOPSHOP PLASTIC JEANS, 2017 Fig. 31

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Fig. 32

The lifecycle of the transparency trend: Transparency first became popular in the 1930s. When it was first introduced, sales were high as people loved the daring new trend that challenged the norm of female stereotypes.

Although transparency isn’t a classic trend like denim jeans and women’s pant suits, it remains a reoccuring trend within the fashion world, varying in popularity over time.

From primary research, one store assistant from Zara suggested that transparency will most likely remain a key trend in seasons to come over the next few years. It may not always be the height of fashion, but will most likely remain a reoccuring trend.

KATE MOSS FOR CALVIN KLEIN, 1994

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TREND

HISTORY Fig. 33

Transparency first came about back in the 1930s, and it was French fashion designer Madeleine Vionnet who made the trend chic and current. “The iconic designer used transparent fabrics which she manipulated, layered, and draped so well that she was able to give her evening gowns a fluid, goddess-like effect that transcended any issues of overexposure.” (Grant, Andrea.

2010).

Following the revolutionary dress, designer Rudi Gernreich showcased a wool knit dress with transparent inserts soon after in 1968, creating another iconic garment that would remain at the roots of the transparency trend forever.

Soon after he designed a ‘topless swimsuit’.

KATE MOSS SHEER SLIP DRESS, 1993

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Fig. 34

Following this, Gernreich became known as the “topless designer”, designing more and more exposing and transparent garments, such as the first ever thong swimsuit and the wireless, sheer “No-Bra Bra”. Some described the iconic designer and his clothes as a symbol of the sexual revolution, whilst others describing the garments as “barbarism” and “negating moral sense” (Smith Allyn, David. 2001).

CHANEL TRANSPARENT BOOTS, SS18

In the midst of all this, Gernreich developed a reputation of being a designer that wasn’t afraid to break rules and boundaries, as well as as being a advocate for sexual liberation and gay rights (D’Emilio, John. 1983).

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Fig. 35

Rudi Gernreich

1930

1970 1968

Madeleine Vionnet

Paco Rabbane

Fig. 38

Fig. 39

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Fig. 37 Fig. 36

Calvin Klein

Molly Goddard

1993 1990

2015 Kate Moss

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Fig. 40

BALMAIN SHEER DRESS, SS18

Fig. 41

Since then, there have been many iconic designers revolutionising the trend, such as Paco Rabanne’s dress made purely from small circular disk in the 1970s, to Calvin Klein’s popular ‘naked dress’ which soared to fame back in the late 1990s thanks to the help of the then hit TV show Sex and the City, and Kate Moss’s iconic sheer slip dress at the Elite Model Agency party in 1993. The trend rose to popularity again back in 2015 due to the increasing amount of celebrities wearing transparent and sheer dresses to big events; and has remained at the height of fashion ever since.

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MOLLY GODDARD PINK MESH DRESS, SS16 Fig. 42

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TREND

drivers

Fig. 43

Transparency in its self is thought to be an icon of the sexual revolution and liberalisation, allowing women to break rules and standards, embracing and showing their bodies and sexual freedom. It disregarded societies sexualisation of the female body, it stands for freedom. But fast forward to modern day, and transparency is still being linked to sexual liberalism, but more so as well, political freedom.

Feminism in fashion has increased dramatically over the years, especially due to the rise of social media. The #freethenipple campaigns still remain dominant in instagram and twitter feeds, encouraging women that it’s not just men that can show and be transparent about their nipples.

Linking to fashion, many brands now sell sheer tops designed to be worn with nothing underneath. This is very prominent within the high end designer catwalks, which has ended up trickling down into mainstream brands and their products (Veblen, 1899).

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MIU MIU 2017

“We’re “We’re all all constantly constantly trying trying to to seem seem like like we we have have nothing nothing to to hide, hide, while while actually actually concealing concealing everything” everything” Munro, Munro, C. C. 2018 2018

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Fig. 44

A key figure in the liberalisation of womens freedom and transparency of female bodies is Kim Kardashian West. Over the years she’s become an icon within the fashion industry (Phelps, 2016), as well as other revolutionary women such as Rihanna (Bunion, 2017) and Beyonce (Sowray, 2016). They challenge the normal stereotypes of the pretty woman, through what they wear and what they believe in. All three wear the transparent trend, such has Rihanna’s heavily embellished transparent dress at the 2014 CFDA awards, and Beyonce’s 2017 Met Gala floral transparent dress, as well as Kim Kardashian West’s multiple ‘naked outfit’ posts on social media.

RIHANNA, CDFA AWARDS 2014

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With many fashion trends been driven by political movements, transparency especially, it in a way, reflects how we live, and how people plaster their perfect ‘lives’ on social media. It can be argued that in fact, this trend is more to what meets the eye, and is not just a clear plastic raincoat, but in fact a metaphor for current society, ranging from politics all the way to the content of instagram feeds.

Whilst many millennial are more than happy to share their lives with everyone on social media, there is a sense a concealed clarity behind it all; concealing everything apart from the parts that fit into their own social media persona. No one wants to share their post gym sweaty faces, only their pre-gym ‘workout gear’ mirror selfie. People don’t spend $3000 on a translucent Chanel bag only to stuff it with packs of tissues, tampons, broken lip balm and rusty house keys, its used to carry things inside of it that are only as beautiful as the bag itself (Munro, 2018). It’s the art of oversharing with out sharing to much.

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As well, how certain political representatives fail to be transparent in their political doings. Example: Donald Trump. Whilst he fails to share genuine things that American citizens have the rights to know about, he continues to blast his opinions and rants openly on Twitter, many times a day. The Trump administration has been defined by having a significant lack of transparency when it comes to political matters. Thus it’s understandable that what we expose and how we expose them would naturally, due to current events, be on the minds on high end designers (Munro, 2018)

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Fig. 45

MIU MIU 2014

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EDITO STYLING SHOOT 40

ORIAL 41

THE

CONCEPT For the the styling shoot, the concept was heavily inspired by DAZED Magazine. Dazed was chosen due to it being an independent British fashion magazine, with a good reputation for high quality photography alongside editorials.

Fig. 46

Fig. 47

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Fig. 48

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TRANSPARENCY Fig. 49

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PHOTOSHOOT MOOD BOARD

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THE

LOCATION Fig. 50

Location wise, there was 2 chosen options. The first being outside at the Boots Library rooftop area, surrounded by blue skies and greenery. The second location was inside the Bonnington building, in the atrium against a large, editorial style white wall. The look wanted was more serious and a more grungey feel compared to other high fashion magazines like Vogue. Due to dazed being known for having both editorial and non-oped photography in their magazines, this was incorporated into the shoot, with the two different locations.

LOCATION 1

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LOCATION 2

Fig. 51

This also gave room for any problems, such as if the outdoor lighting was too dark or too bright, the other location would provide better, artificial lighting and a editorial style backdrop.

Naturally, shooting outside brought up a lot of cons. The weather on the day of the shoot being one, as if it had rained or was to windy, the shoot would of had to solely just be at our second location.

Fig. 52

Fig. 53

LOCATION 1

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LOCATION 2

THE

MOOD

Fig. 54

The mood that was envisioned to be conveyed in the photos was a slightly soft grunge, moody feel, with the models not smiling or showing much emotion; purely so the focus can be on the clothes and styling with the chosen location. Even thought the mood chosen was soft grunge and moody like, the colours within the clothing and locations were important and were needed in order to give the shoot a brighter feel, rather than being too dark and gloomy.

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Fig. 55

49

T

declare independance

plus helmut lang off-white balmain chanel valentino christian dior

A blast from the playing

past

PEEKABOO

TR

TRENDING TRENDING TRENDING TRENDING TRENDING TRENDING TRENDING TRENDING TRENDING Fig. 57

Fig. 56

P Fig. 58

ut your leather bag down and invest in this season hottest trend; transparency. A seethrough handbag to showcase your most beautiful and prized handbag possessions that are as unique as the bag itself (see: Longchamp, Helmut Lang). Go matching with a perpex pair of season 6 yeezy heels, or, for easier on the wallet, a transparent rain mac for your next big festival.

Fig. 61

Fig. 59

Fig. 60

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Fig. 62

RENDING TRENDING TRENDING TRENDING TRENDING TRENDING TRENDING TRENDING TRENDING

Fig. 63

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Fig. 64

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CONCLU conclu SIONS sions Fig. 65

From doing this report, it is clear that transparency isn’t just an ordinary fashion trend, but a lifestyle; a way for women to express freedom, whether it be sexually, politically, or something else. It has a deeper meaning beneath the surface, with the core history of the trend being centred around the sexual revolution. It has been recognised that the trend isn’t a classic nor a fad, but somewhere in between that will fade in and out of fashion due to its vast product and fabric range.

It is clear that throughout SS18 and SS17, transparency has been successful through both high end and high street sales. Luxury high end designers like Chanel, Balmain, Fendi, Off White and Helmut Lang have featured transparency within their SS18 collections. This has trickled down into high street brands, allowing them to create more wearable, everyday versions of the trend, increasing consumer access ultimately boosting sales worldwide.

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LEANDRO CANO 2017

However, the future for all trends is unpredictable. Nowadays, trends can rise to popularity overnight due current social media and technology, but whether any brand new trends will emerge in the near future is a posing question. Are there any more trends left to discover? Or will the same trends come in and out of fashion forever?

With the increase of sustainable clothing on the rise, there is a chance the transparency trend will fade out. Plastic inserts may no longer be considered environmentally responsible for use in fashion, but sourcing new and sustainable materials as an alternative may be the answer.

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APPENDIX INTERVIEW 1:

INTERVIEW 2:

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INTERVIEW 3:

INTERVIEW 4:

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IMAGE REFERENCES

Fig. 1 - Balmain clear reflective skirt (2018) [Online.] Available at: http://www.dailymail.co.uk/tvshowbiz/ article-3256522/Gigi-Hadid-flashes-toned-tum-crop-chain-mail-pencil-skirt-rocks-runway-Balmain-ParisFashion-Week-show.html [Accessed 3rd May 2018] Fig. 2 - Transparent mesh tank top (2017) [online.]https://www.pinterest.co.uk/pin/327073991683824325/ [Accessed 3rd May 2018] Fig. 3 - Twitter image from profile em_lindsay1 (2018) [Online.] Available at: https://twitter.com/em_lindsay1/ media [Accessed 3rd May 2018] Fig 4 - Holly Fulton SS13 blue jacket (2013) [online.] Available at: https://www.google.com/url?sa=i&s ource=images&cd=&cad=rja&uact=8&ved=2ahUKEwjb8dyB-LvbAhVCnRQKHTPAA6EQjhx6BAgB EAM&url=http%3A%2F%2Fsearchingforstyle.com%2F2012%2F09%2Fholly-fulton-spring-summer2013%2F&psig=AOvVaw3BWHuhx0U-0mmD0Z16y9X7&ust=1528267977994563 [accessed 5th May 2018] Fig. 5 - Balmain SS19 Grey Jacket (2018) [Online]. Available at: http://wsbuzz.com/fashion/sheer-trousers-setnext-big-trend-brave-enough-wear/ [Accessed on 19 May 2018] Fig. 6 - Adamson, B. (2018) [Photograph]. Transparent raincoat mac vanessa.Transparency editorial collection.

Fig. 7 Purple Transparency (2014) [Online]. Available at: http://imgur.com/dXxozfQ [Accessed on 28 May 2018] Fig. 8 - Green Transparency (2017) [Online]. Available at: http://www.lifestylezz.com/leandro-cano-showmercedes-benz-fashion-week-autumnwinter-201314-pictures/ [Accessed on 22 May 2018] Fig. 9 - Green Transparent Mac (N.D) [Online]. Available at: https://www.matchesfashion.com/intl/products/ Miu-Miu-Point-toe-satin-slipper-shoes-1172578 / [Accessed on 12 May 2018] Fig. 10 - Molly Goddard Red SS17 (N.D) [Online]. Available at: http://mollygoddard.com/collections/ [Accessed on 2 May 2018] Fig. 11 - Dazed magazine photoshoot with transparent trousers (N.D.) [Online.] Available at: https://vk.com/ partiya.tyser?z=photo328021974_456239068/album328021974_000/rev [Accessed on 30 April 2018] Fig. 12 - Chanel Transparent Boots (2017) [Online]. Available at: www.dailymail.co.uk/femail/article-4949594/ Chanel-s-clear-plastic-rain-boots-chic-sweaty.html [Accessed on 2 May 2018] Fig. 13 - Missy Empire Clear Boots (N.D) [Online]. Available at: https://www.missyempire.com/tora-clearperspex-black-thigh-high-boots [Accessed 26 May 2018] Fig. 14 - High End Cargo Print Images Tibi (N.D) [Online]. Available at: https://www.wgsn.com/content/ search/#/cargo%2520pants%25202018 [Accessed on 11 May 2018] Fig. 15 - Cargo Pants (2017) [Online]. Available at: http://www.vogue.de/mode/mode-trends/street-styles-newyork-september-2017 [Accessed on 19 May 2018] Fig. 16 - High End Cargo Print Images lacoste (N.D) [Online]. Available at: https://www.wgsn.com/content/ search/#/cargo%2520pants%25202018 [Accessed on 11 May 2018] Fig. 17 - Trend Forecasting (N.D) [Online]. Available at: https://www.pinterest.com/pin/196047390008066152/ [Accessed on 13 May 2018] Fig. 18 - Diffusion Curve Model Trend Forecasting (2010) [Online]. Available at: https://innovateordie.com. au/2010/05/10/the-secret-to-accelerating-diffusion-of-innovation-the-16-rule-explained/ [Accessed on 27 May] Fig 19 - Calvin Klein AW18 Blue Dress (2018) [Online]. Available at: https://www.vogue.com/fashion-shows/ fall-2018-ready-to-wear/calvin-klein/slideshow/collection#28 [Accessed on 29 May] Fig. 20 - Helmut Lang bag (2017) [Online.] Available at: https://i.pinimg.com/originals/66/a4/ a9/66a4a9cfe47ace24039b0eb85305d411.jpg [Accessed 4 May 2018] Fig. 21 - Mesh Black Cover Up (N.D) [Online]. Available at: http://www.asos.com/au/Monki/Monki-SheerMesh-Dress/Prod/pgeproduct.aspx?iid=6912085&transaction_id=102e96ddc1059ef05c965f109a0389&affid=143 29&pubref=1015&istCompanyId=f448b47d-6b90-4b9b-a52d-eb6058c99b1c&istItemId=xtrxrlxmtw&istBid=tzit [Accessed on 9 May 2018]

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Fig. 22 - Pink Sheer Fabric Over Face (N.D) [Online]. Available at: https://www.fashiongonerogue.com/ editorial/stella-maxwell-issue-cover-sheer-style/ [Accessed on 19 May 2018]Fig. 23 - Transparent Wellington Boots (N.D) [Online]. Available at: http://lacooletchic.tumblr.com/image/169557851482 [Accessed on 14 May 2018] Fig. 23 - Transparent Wellington Boots (N.D) [Online]. Available at: http://lacooletchic.tumblr.com/ image/169557851482 [Accessed on 14 May 2018] Fig. 24 - Clear and Mint Celine Bag (2018) [Online]. Available at: https://www.instagram.com/p/ BfW4K8IloKw/ [Accessed on 3rd May 2018] Fig. 25 - Molly Goddard Pink Dress (2015) [Online]. Available at: http://insideout.topshop.com/2015/09/ molly-goddard-ss16-a-long-hot-summer [Accessed on 7 May 2018] Fig. 26 - Helmut Lang Clear Shopper Bag (N.D) [Online]. Available at: https://i.pinimg.com/originals/66/a4/ a9/66a4a9cfe47ace24039b0eb85305d411.jpg [Accessed 4 May 2018] Fig. 27 - Yellow Clear Trousers (N.D) [Online] Available at: https://i.pinimg.com/ originals/71/3a/27/713a2764289a95ccb4633a00a86d0b96.jpg [Accessed on 1 May 2018] Fig. 28 - Molly Goddard Hair and Lipstick Blue Dress (N.D) [Online]. Available at: http://mollygoddard. com/collections/ [Accessed on 2 May 2018] Fig. 29 - Transparent Jeans with Phone (2016) [Online]. Available at: https://medium.com/slackjaw/whenmobile-phone-ads-were-fun-and-not-boring-as-balls-e63a82bebc45#.sto68vnbq [Accessed on 24 May] Fig. 30 - Topshop Plastic Jeans 1 (N.D) [Online]. Available at: http://carsandlife.net/2017/05/top-shopplastic-jeans.html [Accessed on 7 May 2018] Fig. 31 - Topshop Plastic Jeans 2 (N.D) [Online]. Available at: https://www.tres-click.com/durchsichtigejeans-topshop/ [Accessed on 18 May 2018] Fig. 32 - Kate Moss (2017) [Online]. Available at: https://www.elle.com/fashion/celebrity-style/news/g26/ naked-dress-celebs-red-carpet/?slide=37 [Accessed on 19 May] Fig. 33 - Kate Moss sheer slip dress (1993) [online.] Available at: http://cicilondon.blogspot. co.uk/2012/08/90s-kate-moss.html [Accessed on 14 May 2018] Fig. 34 - Channel SS18 Clear Boots (2017) [Online]. Available at: http://www.dailymail.co.uk/tvshowbiz/ article-4943750/Cindy-Crawford-51-oozes-Parisian-chic-Chanel-PFW-Show.html [Accessed on 11 May 2018 ]Fig. 35 - Rudi Gernreich Monokini (2014) [Online]. Available at: http://www.theblogazine.com/2014/08/ rudi-gernreich-against-fashion/ [Accessed on 2 June] Fig. 36 - Calvin Klein Sheer Dress (2010) [Online]. Available at: http://www.thefashionspot.com/runwaynews/106222-the-history-of-transparency-in-fashion/ [Accessed on 4 May] Fig. 37 - Molly Goddard History of Transparency (N.D) [Online]. Available at: https://www.promostyl.com/ [Accessed on 20 May 2018] Fig. 38 - Madeline Vionnet Sheer Dress. (N.D) [Online]. Available at: http://1.bp.blogspot.com/-dkf_ VtxwHQU/VFVGsNmX2nI/AAAAAAAAJBM/KSbNsf0RKjk/s1600/1930soverskirt-727x1024.jpg [Accessed on 4 May] Fig. 39 - Paco Rabbane 1970’s Dress (N.D) [Online]. Available at: https://www.pinterest.co.uk/lhs1924sli/ courreges-and-paco-rabanne-60s-70s/?lp=true [Accessed on 1st June] Fig. 40 - Kate Moss Dress (2012) [Online]. Available at: http://cicilondon.blogspot.co.uk/2012/08/90s-katemoss.html [Accessed 20 May] Fig. 41 - Balmain SS18 Chain Sheer Dress (2017) [Online]. Available at: http://www.vogue.co.uk/shows/ spring-summer-2018-ready-to-wear/balmain/collection [Accessed on 20 May 2018] Fig. 42 - Molly Goddard Pink Mesh Dress (2016) [Online]. Available at: https://www.topshop.com/ blog/2015/09/molly-goddard-ss16-a-long-hot-summer [Accessed on 17 May] Fig. 43 - Mui Mui Yellow Coat (N.D) [Online]. Available at: http://www.style.com/slideshows/fashion-shows/ fall-2014-ready-to-wear/miu-miu/details/119 [Accessed on 12 May 2018] Fig. 44 - Rihanna transparent dress awards (2014) [Online]. Available at: http://feedly.com/e/r5auhbu3 [Accessed on 17 May] Fig. 45 - Mui Mui Jacket (N.D) [Online]. Available at: http://www.style.com/slideshows/fashion-shows/fall2014-ready-to-wear/miu-miu/details/119 [Accessed on 12 May 2018] Fig. 46 - Nicki Minaj Dazed (2017) [Online]. Available at: http://feedly.com/e/r5auhbu3 [Accessed on 19 May]

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Fig. 47 - Lana Del Ray Dazed (2017) [Online]. Available at: https://www.designscene.net/2017/04/lana-delrey-dazed.html [Accessed on 19 May] Fig. 48 - Adamson, B. (2018) [Photograph]. Transparent raincoat mac Saskia.Transparency editorial collection.

Fig. 49 - Transparency Pinterest board (2018) [Online.] Available at: https://www.pinterest.co.uk/ emilyLindsay165/transparency/ Accessed on 3 May 2018] Fig. 50 -Adamson, B. (2018) [Photograph]. location 1, 1.Transparency editorial collection.

Fig. 51 -Adamson, B. (2018) [Photograph]. location 1, 2.Transparency editorial collection.

Fig. 52 -Adamson, B. (2018) [Photograph]. location 2, 1.Transparency editorial collection.

Fig. 53 -Adamson, B. (2018) [Photograph]. location 2, 2.Transparency editorial collection.

Fig. 54 -Adamson, B. (2018) [Photograph]. Transparent zara shirt Saskia.Transparency editorial collection.

Fig. 55 - Adamson, B. (2018) [Photograph]. sheer cloth cover face Vanessa.Transparency editorial collection.

Fig. 56 - Adamson, B. (2018) [Photograph].Clear jacket vanessa 3.Transparency editorial collection.

Fig. 57 -Adamson, B. (2018) [Photograph]. Transparent zara shirt Saskia 2.Transparency editorial collection.

Fig. 58 -https://www.pinterest.co.uk/pin/327073991684138982/ Fig. 59 - Longchamp clear bag (2017) [online.] Available at: https://www.pinterest.co.uk/ pin/327073991684138982/ [Accessed 1 June 2018] Fig. 60 - PERSPEX yeezy shoe (2017) [online.] Available at: https://www.pinterest.co.uk/ pin/32722575867452594/ [Accessed 1 June 2018] Fig. 61 - Adowah Abwoh fenty puma collab (2018)[online.] Available at: https://www.pinterest.co.uk/ pin/32705679168413657923/ [Accessed 1 June 2018] Fig. 62 -Transparent dress unknown designer (N.D.) [online.] Available at: https://www.pinterest.co.uk/ pin/32707316841547382/ [Accessed 1 June 2018] Fig. 63 - Adamson, B. (2018) [Photograph]. Transparent raincoat mac Vanessa 3.Transparency editorial collection.

Fig. 64 - Adamson, B. (2018) [Photograph]. Transparent raincoat mac Saskia 2.Transparency editorial collection.

Fig. 65 - Red dress uknownd designer (2014) [Online]. Available at: http://feedly.com/e/r5auhbu3 [Accessed on 17 May] Fig. 66 - Lifecycle Trend Graph (N.D) [Online]. Available at: http://f-trend.com/files/cyclepng[Accessed on 22 May]