AW17/18 trend report

AW17/18 TREND REPORT

CONTENTS I.N.ADVANCE VM THE FUTURES BRIGHT Fig.2

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VM DIGITAL RUSH VM RAW EARTH Fig.5

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PRINT AND GRAPHIC TONED DOWN CAMO PRINT AND GRAPHIC URBAN BOTANICS

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PRINT AND GRAPHIC PROPAGANDA REBEL

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MENSWEAR STREET LUXE Fig.9

MENSWEAR dawn to dusk

MENSWEAR essential retro Fig.10

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I.N.ADVANCE

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We are an agency of creatives who specialise in forecasting trends for contemporary lifestyles.

We predict how current social factors are going to influence trends, and explain how trends grow, evolve and develop over time.

VISUAL MERCHANDISING

THE FUTURE’S BRIGHT

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This trend has always been lighthearted, featuring bright and colourful graphics. In previous seasons we have seen this trend take on a playful tone. With fluorescent tubing seen everywhere, from jovial quotes to brand logos.

Even brands such as Gucci have adopted the style. However, in recent months we have seen a shift to a more abstract style, with the lighting being used to create striking back drops to window displays and even bars.

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We predict that this trend will continue adopting its playful tone, but will advance on the abstract style that we have started to see develop in recent months. Abstract shapes paired with mirrored backdrops will be key. Whilst a bright, and energetic colour palette will help to develop this trend further. A random and unfinished style will help to keep the youthful aesthetic of the trend. While printed graphic backdrops will help add to the futuristic feel. Neon pinks, purples and greens will define this trend and add to the energetic feel.

vivid youth

playful glare

full-shine

jilted glow

lucent green

flourescent future

VISUAL MERCHANDISING

DIGITAL RUSH

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In previous seasons technology has been used as a way of making things faster and easier for the consumer. For example, Topshop used Virtual reality to screen their catwalk show to their consumers, and Rebecca Minkoff featured interactive fitting rooms in her stores to help aid her customers. However recently we have seen a shift, where technology is now being used to add to the in-store experience not just aid it. For example, the Adidas store in Bikini Berlin used technology to help consumers adapt and create their own knitwear designs before watching them being made in the store.

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We feel this trend will develop further next season, and will not only being used to add to the physical in-store experience, but will also be incorporated more in visual displays.

Through digitally led design, brands will be able to create immersive displays, which the consumer can interact with. These visually stimulating displays will have an air of futurism and will feature metallic and neon colours. This trend will constantly change and develop, as technology develops, to meet the needs of the modern day consumer.

high voltage

virtual violet

matrix drift

full surge

over load

electric wave

VISUAL MERCHANDISING

RAW EARTH

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This trend has been seen in previous seasons in the form of cacti, succulents and palm trees, best demonstrated in Anthropologie’s Autumn window. It then developed to what we are seeing in stores today, large scaled and leafy green structures, featuring flowers and hanging forms, as seen in Molton Brown’s window. Looking at the trends development we can see how it is moving in a more natural, earthy direction, when compared to its previously tropical and Mediterranean past.

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We predict that the trend will continue to move in this earthy direction, and will take inspiration from mother earths natural elements. We feel this shift will be driven by the consumers want for a first hand experience with nature, and will consist of free form structures, fluid lines and organic shapes. Natural tones and organic textures underpin this immersive trend, while elemental influences will help to create a refined and contemporary atmosphere. The muted colour palette will consist of greys, browns and subdued greens which will add to the raw feel of the trend. While wool, rock, wood and moss play a key role as they will inspire many of the structures. This natural trend aims to display the raw beauty of the world around us.

burnt timber

clean slate

verduous woodland

on the rocks

organic beauty

moss blanket

TONED DOWN CAMO

PRINT & GRAPHIC

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In previous seasons we have seen camo take on a smarter tone, with key pieces such as jackets being adorned with the print. We have also witnessed the rise of the full head to toe camouflage outfit, ranging from suits and shirts to trousers and coats. In recent months we have also noticed a change in style of the print, with camo taking a more abstract turn.

Colourful tones and painterly strokes take over this trend.

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For A/W17 we feel this trend will take on a more organic style, with the print being influenced by natural shapes and colours. Khakis, tans, browns and greys will be key this season, as a muted colour palette is expected to rule. Head to toe looks are expected to stay, with streetwear also adopting this print. Muted tonal prints inspired by mineral patterns and expected to be seen heavily featured on outerwear.

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military tan

motherland earth

legion steel

comrade khaki

air force 1

sunbaked sand

urban botanics

PRINT & GRAPHIC

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The floral trend is a staple of every season. In past seasons we have seen a rise of bi-colour blooms, utilizing a limited colour palette, and producing a refined, dark outcome with a romantic air. However, in recent months we have seen a shift to more decorative prints, with strong historic influences. Again these tended to feature dark colour palettes , yet featured a more stylized quality.

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Urban, dense and bright. We feel that the floral trend will evolve yet again this season to feature compressed florals in an array of colours. Featuring contrasting dark backgrounds, these floral prints will be spliced patchworks of colour. A bold colour palette featuring Yellows, Blues and reds is vital for this trend to develop. The key is to pair this trend with urban pieces in order to highlight the interplay between masculinity and femininity.

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orchid mist

vibrant poppy

iris blue

fresh stem

blooming primrose

midnight tulip

PRINT & GRAPHIC

PROPAGANDA REBEL

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We have seen this vigilante skate wear inspired trend in previous seasons in the form of everyday flannel shirts, ripped jeans and strong graphics. However, we feel that this style has reached it’s tipping point and so needs to be developed further. In the AW17 shows there was a huge rise in political statements seen on the catwalk, likely due to the world’s current political and global unrest. We feel this could influence the trend to take a more daring turn.

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Unruly, daring and empowering. We feel this skate wear inspired trend will move on from flannel shirts to striking propaganda graphics that convey political statements. This trend will feature a dark utilitarian colour palette, which will be broken up by the use of hazard red highlights. Bold colours and unruly graphics will be at the heart of this trend, providing the consumer with the opportunity to express a defiant attitude. Chunky stripes and macro checks will provide the base to this trend, whilst the statement graphics provide the much needed attitude.

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free speech red

vigilante blue

anarchy blue

cut throat black

hazard red

protest grey

MENSWEAR

STREET LUXE

This retro trend has been seen in previous seasons in a more athletic style, oversized bombers and luxe joggers ruled the catwalks and the streets. However, it has since developed and now takes on a strong nineties influence, with old school brands such as Fila and Reebok adopting the style and making a comeback. Logos and stripes adorn garments reinforcing the nineties feel of the trend.

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Tailoring meets streetwear. Lavish, distinctly modern and composed. Evolving from the present athleisure trend- luxurious fabrics and rich tones lead the way next season. This trend will combine formal silhouettes and lines with sports inspired casualwear, to create a sophisticated street wear influenced trend. Premium fabrics such as suede, leather, velour and velvet are crucial, whilst pile fabrics add a tactile feel. A restrained colour palette of khakis, burgundy’s and mustards define this trend, with the absence of overblown graphics being key.

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ducal blue

lavish taupe

regal wine

gilded grey

military indulgence

bright opulance

MENSWEAR

dawn to dusk

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In previous seasons we have seen this trend manifest itself in subtler versions, such as the incorporating sleepwear satin into clothing. Robes and trousers were obvious choices to adopt this style, as they help emit a sense masculine ease. In recent months we have witnessed a shift in the trend, as shirt and trouser suits in luxurious fabrics take centre stage.

Channeling sleepwear co-ords as well as military uniforms this version of the trend adds a new smartness.

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For A/W17 we feel this trend will take on a more elegant vibe. Featuring luxurious fabrics and a lustrous colour palette, this night time casual look is subtly dressy. Rich, vivid tones of inky blues, and burgundy’s paired with subtle highlights of warm yellows and pinks are key to this trend.

Quilting and chinoiserie will feature on smart jackets, and satins and velvet on shirts and trousers.

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evening haze

midnight blue

lustrious wine

afterglow

nightshade blue

neutral comfort

MENSWEAR

essential retro

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We have seen this Seventies inspired trend in previous seasons in a rich colour palette featuring navy, coffee, burgundy and tobacco. With a focus on layering key pieces, polo necks and aviator jackets ruled. In recent months this trend has developed, and suede has been a key feature, particularly suede jackets. The rich colour palette also developed slightly to include tones of retro wine and teal , however the subtle style remained.

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For the upcoming season we predict this trend to develop its subtle style, to include high-end knitwear, as well as refined wools and silks into the look. Minimal sophistication is key. Silhouettes feature gentle volume and fabrics have rich textures. There is a relaxed masculinity to the colour palette that features blues, mustards, pinks and tans. This minimal retro trend has street wise appeal.

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nostalgia

deep soul

peace & pink

disco dancer

groovy mustard

essential love

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Cover image, own mock up, 2017 Mirello Bruno artwork, online, 2017 Evren Tekinoktay art, online, 2017 Swarovski store, online, 2017 Monkey bar, Berlin, own image, 2017 Liam Hodges, AW17, online, 2017 Etudes studio, AW17, online, 2017 Versace, AW17, online, 2017 Willy Chavarria, AW17, online, 2017 Style men, AW17, online 2017 This is paper, AW17, online, 2017 Mirello Bruno artwork, online, 2017 Marc Jacobs window, Paris, online, 2016 Hype logo, Berlin trade show, own image, 2017 Gucci window, Gallery Lafayette, Paris, online, 2016 Hockley arts club, own image, 2017 Printemps window, online, 2017 Giorgia Zanellato art, online, 2017 Rachel Harding art, online, 2017 WGSN, online, 2017 Topshop window, London, online, 2016 Rebecca Minkoff store, online, 2016 Uniqlo store, online, 2016 Nike track, Philippines, online, 2017 Adidas knit store, Bikini Berlin, own image, 2017 Swarovski store, online, 2017 Disco chair by Kiwi & Pom, online, 2017 Swarovski store, online, 2017 Anthropologie autumn window, online, 2016 Liberty London, online, 2016 Monkey bar, Berlin, own image, 2017 Anthroplogie spring window, online, 2016 Molton Brown, London, own image, 2016 Purcell Trading, online, 2017 Bruce Munroe art, online, 2017 360 Cashmere store, online, 2017 WGSN, online, 2017 Maharishi, AW16, online, 2016 Public School, AW16, online, 2016 WGSN, online, 2017 Matthew Miller, SS17, online, 2017 Songzio, SS17, online, 2017 Adidas knit store, Bikini Berlin, own image, 2017 WGSN, online, 2017 WGSN, online, 2017 Dried Van Noten, AW17, online, 2017 WGSN, online, 2017 Liam Hodges, AW17, online, 2017 Street style 2017, WGSN, online, 2017 KTZ, AW17, online, 2017 WGSN, online,2017 WGSN, online, 2017 Marni, AW16, online, 2016

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Junya Watanabe, SS17, online, 2017 WGSN, online, 2017 Alexander McQueen, AW16, online, 2016 Dior homme, AW16, online, 2016 Street style, WGSN, online, 2017 WGSN, online, 2017 WGSN, online, 2017 Palm Angels, AW17, online, 2017 WGSN, online, 2017 Etudes studio, AW17, online, 2017 Topshop, AW17. Online, 2017 Moschino, AW17, online, 2017 WGSN, online, 2017 WGSN, online, 2017 LRS Studio, AW17, online, 2017 Ports, AW16, online, 2016 WGSN, online, 2017 vintage store window, Nottingham, own image, 2017 vintage shirts, Nottingham, own image, 2017 WGSN, online, 2017 WGSN, online, 2017 Icosae, AW17, online, 2017 Versace, AW17, online, 2017 WGSN, online, 2017 Versace, AW17, online, 2017 Givenchy, AW17, online, 2017 WGSN,online, 2017 Rochambeau, AW16, online, 2016 Rochambeau, AW16, online, 2016 Size?, Nottingham, own image, 2017 Size?, Nottingham, own image, 2017 Neil Barrett, AW17, online, 2017 Les Benjamins, AW!17, online, 2017 Willy Chavarria, AW17, online, 2017 WSJ magazine, AW17, online, 2017 Concept, Korea, AW16, online, 2016 Palmiers Du Mal, AW16, online, 2016 Sean Suen, SS17, online, 2017 Lemaire, SS17, online, 2017 Street style, WGSN, online, 2016 Per Gotesson, AW17, online, 2017 Louis Vuitton, AW17, online, 2017 Bode bod, AW17, online, 2017 Palmiers Du Mal, AW17, online, 2017 Topshop, AW16, online, 2016 Billy Reid, AW16, online, 2016 Coach, SS17, online, 2017 Neil Barrett, SS!7, online, 2017 Street style, WGSN, online, 2017 Officiel Hommes Germany, AW17, online, 2017 Les Echos Serie Limitee, AW17, online, 2017 Naked but Safe, AW17, online, 2017 This is paper, AW17, online, 2017 Cover image, own mock up, 2017

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