TREND BOOK - 'INCLUSION' by georgiawalters

INCLUSION. COURSE NAME: FASHION COMMUNICATION & EMERGING MEDIA NAME: GEORGIA WALTERS STUDENT NUMBER: 28004057 MODULE CODE: 55-501596 TREND: INCLUSION

CONT

37 39

INTRODUCTION & CONTEXT

TREND BOARD

FINISHES & TEXTILE TECHNIQUES

FASHION TREND DRIVER: RADIMO LA

LIFESTYLE TREND DRIVERS

40 KEY TAKEAWAYS

CONSUMER PROFILE

INTERIOR DESIGN & COLOUR PALETTE

MATRIALS & FABRICS

PRINTS & PATTERNS

INSPIRATION

BEAUTY TREND DRIVE: JECCA BLAC

INFLUENCER TREND DRIVER: RUBY ROSE

BIBLIOGRAPHY

FASHION INSPIRATION

RETAIL TREND DRIVER: THE PHLUID PROJECT

PLAYLIST SPREAD

IMAGE BIBLIOGRAPHY

ENTS

INCLUSION VISUALS

STYLING SPREAD

INCLUSIVE MAKEUP ART

CULTURAL TREND DRIVER: GENDER BENDING FASHION EXHIBITION

PRIMARY IMAGERY

47 APPENDICES

INTRODUCTION

INCLUSION focuses on standing up for what you believe in as an individual and not caring what anyone thinks of you, when expressing yourself in the way that YOU choose to. No one gets a say in how you present and convey yourself; your body, your rules. The trend allows the lines of gender to be blurred and eventually become non-existent as ‘Gender is just a social construct’ (Ph.D., 2019). It does not matter where you come from, what you look like, or who you love, Inclusion stands for equality and promotes inclusivity. The underlying issue of the older generation and certain religions not accepting or respecting these

types of people is what causes conflict, but this trend is full of people who will not allow this anymore – they will fight for justice, until there is no fight left in them. INCLUSION concentrates on bringing people together as a community to support each other and spread positivity among all. The mood and theme of INCLUSION is dark, opinionated and is in the style of a protest to convey the type of consumer it is targeting; that being opinionated and strong. Finally, the trend is also portraying new and upcoming fashion techniques, materials, patterns and includes several trend drivers to give the trend book more context.

CONTEXT

Androgyny has always been an issue and goes back years, all the way back to Greek mythology. Cultural paintings and works of art portray people as neither gender, mixing and matching gentiles in sculptures and statues in order to exclude the meaning of ‘gender’ (Phillips, 2017). This depicts how androgyny has been an underlying issue for centuries, however has not become a social issue until recent decades. This is where INCLUSION begins. Fashion and beauty companies are moving in the right direction in regards to their inclusive, androgynous and gender fluid styles in order to be all-encompassing, however there is still a long way to go. One day there will not be a men’s and a women’s section, clothing and makeup stores will be an equal place where anyone and everyone can purchase all. Colours representing this trend are red and black as they are bold and represent the style of a protest to portray the passion of acceptance and equal rights amongst all, this also sets the mood of the trend. In addition, textures and

patterns included within this trend are loud, proud, out there and bold, to also go along with the same theme of INCLUSION, standing out and expressing yourself in the way you choose to. The mood of INCLUSION is proud, ground-breaking and supportive. This is because the target consumer is anyone who stands for equality and happiness among all for being your true self. This would be portrayed in events such as London’s Pride where there is a huge celebration for equality amongst everyone, focusing on the LGBTQ+ community and therefore being inclusive. However, there could also be a flip side of the trend that is rather dark due to conflict with individuals who are against any sort of trend like Inclusion. When standing up to these people, the mood could be anger and frustration. This could be portrayed in events such as protests, carried out by people/ groups such as The Black Bloc (a group of modern anarchy activists) (Amiel, 2019).

CONSUMER PROFILE

The consumer profile for this specific trend is non-binary, gender fluid and anyone part of the LGBTQ+ community, aged 1625 and based in the UK. This age range would make them part of Generation Z who tend to be the most accepting generation of all. INCLUSION is targeted at people who are opinionated and not scared to voice their opinion or stand up for what they believe in, as this trend is not seen as ‘the norm’. In addition, the trend is targeted at strong people who are accepting of all individuals and do not care about the way in which others express themselves. Due to the age range of the consumer, the

best way to reach these individuals would be via social media, such as Instagram. The behaviour of these types of individuals would generally be passionate about their situation and beliefs, as well as political in regards to fighting against stereotypes and ‘gender norms’. Individuals who fall under this umbrella are usually people who stick to others in the same sort of situations as them, this would be due to feeling comfortable, part of a community and not judged in an inner circle rather than an outer one, where prejudice may occur because of upbringings, religion and closed off opinions.

INTERIOR DESIGN AND COLOUR PALETTE

TREND BOARD

MATERIALS AND FABRICS

BE YOUR OWN PERSON

PRINTS AND PATTERNS

EXPRESS 13

SION 14

STYLING

EQUAL 17

FINISHES AND TEXTILE TECHNIQUES

INCLUSION IS A RIGHT, NOT A PRIVILEDGE FOR A SELECT FEW (Geary, 2017).

INCLU

MAKEUP ART

USIVE

18 24

FASHION TREND DRIVER: RADIMO LA

‘Radimo is a gender-fluid clothing marketplace and inclusion agency dedicated to challenging the traditional standards of fashion and shopping’ (Radimo, 2019). Owens-Reid launched Radimo LA in 2017 to give the fashion industry some more inclusivity which he believed the industry was lacking. The brand is owned and operated by those who are queer, trans, people of colour, black, plus-size, disabled, women, sex workers or non-binary (Hornik, 2019), proving how inclusive it really is. ‘In the queer community people expect you to look different’ (Firth, 2018). This is something Owens wanted to change in order to allow people to feel comfortable however they wish to express and convey themselves. Radimo LA brings clear community and inclusivity to the trend.

BEAUTY TREND DRIVER: JECCA BLAC

Founder of Jecca Blac; Jessica Blacker believes that ma (Knowles, 2018). Jessicaâ&#x20AC;&#x2122;s visualisation became one of in finding many of her consumers could not locate the pro their needs, for example; covering beard shadows, wh non-binary individuals struggle deeply with (Blac, 2020). inclusive company with no prejudice, just acceptance and pany thrives to encourage consumers to be their true se all sexes, genders and races through the power of their is one full of inspiration meaning it adds a lot to the

COMMUN 27

akeup has no gender nclusivity as she was oducts needed to suit hich transgender and . The brand is a very d positivity. The comelf, while celebrating platform. This brand e INCLUSION trend.

NITY 28

RETAIL TREND DRIVER: THE PHLUID PROJECT

The Phluid Project based in Manhattan, New York is a store that rejects the stereotypes of men’s and women’s sections, and calls itself ‘the first gender-free store in the world’ (Gleason, 2018). The Phluid Project is ‘part retail, part community space and part Instagram-friendly immersive experience’ (Gleason, 2018). The company was created for educational experiences in order to enlighten society of information surrounding these issues. Phluid is all about creating community in order for all to ‘learn something new, find a new passion, maybe have a laugh and enjoy resources by the community, for the community’ (Project, 2019). Within The Phluid Project retail space, there includes some quiet, safe spaces where members of the public can go to ‘get away’ and feel safe .

CULTURAL TREND DRIVER - GENDER BENDING FASHION EXHIBITION

FLU

UID

Gender Bending Fashion ‘challenges rigid, binary definitions of dress’ as well as ‘changing gender roles, increasing visibility of LGBTQIA+ communities and the rise of social media as a powerful tool for self-expression’ (Exhibition, 2019). The garments in which this exhibition carries, portrays it’s way to celebrate the inclusivity among gender and ‘blurring’ the lines making it support the INCLUSION trend extremely well.

LIFESTYLE TREND DRIVERS

SOCIAL MEDIA

Social media causes many positive issues within society such as raising awareness for certain causes like LGBTQIA+, giving people a sense of freedom to express themselves and find people with the same problems as them, conveying they are not alone. For example, Facebook now offers 50 different ways to define a person’s gender making it more INCLUSIVE to a huge part of society (Moss, 2016). However, negative issues are also very common such as bullying and trolls which can lead to various mental health issues.

MENTAL HEALTH

Mental health difficulties play a huge part in individuals lives who are confused about their gender identity due to outside aspects such as bullying which can lead to issues such as depression and anxiety. (Gender identity and mental health , 2019). A main negative

situation that these individuals will most likely experience at least one time in their life is bullying. For example, ‘83% of trans young people say they have experienced name-calling and 35% have experienced physical attacks’ (Transphobic Bullying, 2019).

SOCIAL AND ECONOMIC

Unfortunately when being categorised as an individual who does not fall into ‘the norm’, there are many factors that can contribute to making life more difficult and unjust. For example, ‘transgender people have reported difficulty securing and maintaining employment as a result of their gender identity and expression’ (Davidson, Gender Inequality: Nonbinary transgender people in the workplace, 2016). In addition, unemployment rates for transgender individuals are twice as many compared to cisgender individuals and in most places it is impossible to obtain official identity documents listing a nonbinary gender (Davidson, Gender Inequality: Nonbinary transgender people in the workplace, 2016).

LIFESTYLE TREND DRIVER: MENTAL HEALTH

See Apendix A.

INFLUENCER TREND DRIVER: RUBY ROSE

Ruby rose started off as a model, but believed she would not get anywhere unless she looked more â&#x20AC;&#x2DC;feminineâ&#x20AC;&#x2122;. She grew her hair and became a television host where she continued for a while, until she felt she had been lying long enough and had to let her true colours show (Jarvis, 2014). Her career took off from here as the public found her actions inspiring as she stood up for what she believed in and did not give up on who she was. Feelings of wanting to be male had started from the age of 5, and throughout her life she has alternated between presenting herself as male and female; gender fluid. (Jarvis, 2014).

FREE 36

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Androgynous ...........................................The Replacements Born This Way...................................................... Lady Gaga Black Tie...........................................................Grace Petrie Lola â&#x20AC;&#x201C; Remastered.................................................The Kinks Medicine..........................................................Harry Styles Hope for the Underrated Youth............................Yungblud Be Still................................................................The Killers Against Me.............................Transgender Dysphoria blues Same Love.....................................Macklemore & Ryan Lewis Titanium........................................................... David Guetta

PLAYLIST

PRIMARY IMAGERY OF INCUSION AND GENDER WITHIN MAKEUP

KEY TAKEAWAYS

INCLUSION reflects inclusivity, (as stated in the name) equality, fluidity, gender being non-existent and acting as part of a community by individuals coming together to support each other and stand up for what it is right in this world. The trend is strong on every individual being equal, and no negativity coming from such issues. This trend is also currently targeted at ages 16-25, however, in the future wishes to be targeted at all ages due to more and more generations becoming more accepting of what is not classed as â&#x20AC;&#x2DC;the normâ&#x20AC;&#x2122; to them. In addition, INCLUSION aims to inform and educate outside consumers while the trend itself is for the younger generation due to the acceptance and equality aspect of it.

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APPENDICES APPENDIX A)

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TREND BOOK - 'INCLUSION'

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TREND BOOK - 'INCLUSION'