Transform
Sustainability is becoming a huge influence on current trends and designs in the fashion industry, the theme Transform explores how materials will improve through a combination of nature and science. A huge theme throughout Transform will be how the ocean influences iridescent surfaces and fluid forms. Currently one of the most talked about topics is the threat to the planet and the ocean being consumed in plastic pollution, this will be an influential topic for future trends. As well as protecting the earth this notion also means protecting humans, we need to protect ourselves. Transform shows how we can do this by wearing stronger clothing with more structure to them. Technical fabrics and survivalist themes will remain influential, but they will evolve with a shift towards adaptable designs, ‘living’ materials, and lighter weights.
Catwalk...
MIsbhv Spring/summer New york fashion week
From the research I have done looking at catwalk Spring/ Summer Ready-to-wear collections it was obvious that the theme of activewear and survivalist is very common and being shown more and more. We can see that it is becoming more common to wear activewear in everyday life. In some of these images there are jackets made of iridescent and transparent fabrics, this relates to the earth as there is a lot more rainfall in recent years due to global warming. The theme of protection is also shown throughout, we can see this with the stern structure and utility vests. Eyewear is also a reoccuring theme which presents protection as well as activewear.
OFF-WHITE Spring/Summer Paris
Fenty x Puma Spring/Summer
Off White Spring/Summer Paris Fashion week
Kith Autumn/Winter New york fashion week
Colours and materials... Many of the colours based on this trend are highly saturated, bright and iridescent which represents the fluidity of the ocean. New advances in changeable material surfaces will allow colour-shifting properties which creates a highly aesthetic look. Iridescent finishes are essential for a day-to-night activewear, particularly for men. As well as bright colours, urban and industrials colours are also shown throughout the trend. Colours such as khaki, grey and monochrome tones are frequently used within the garments. This creates a military and protection aesthetic.. White is also frequently used which is used to symbolise purity, this is quite a contrast to the darker colours which reflects darkness and deterioration. White, opaque garments represent the quest for clearer waters.
The materials used for activewear will consist of polyester and nylon, as well as moldable metal filaments. Recycled and organic cottons, polyester and nylons are used for active performance fabrics. Jerseys are coated for a gleaming finish which is both luxurious and technical. Foil trims and pearlised hardwear are also used for a cheaper alternative. Dri jersey is used for the garments which are meant for maintaining a matte look, wet or dry. For darker garments cargo is used, this material is thick and durable to protect. Other materials used will be both opaque and transparent with sheer layers. Chiffon, Organza and recycled Polyester yarns are used as they are very lightweight and also allow movement. Econyl can be used with opaque garments as the production requires using up the plastic pollution from the oceans, clearing them to help its inhabitants.
Marketing and Social Media Social media accounts allow us keep up to date with not only current trends but future trends for Spring/ Summer 2020. Future trends set for 2020 are shown on social media accounts before they are available to buy. This allows us to gain an idea as to what is going to be popular in the future. I have chosen to look at the brand Sisters and Seekers and Off-White, I believe this will be good to compare the two market levels between high street and luxury. Sisters and Seekers’ instagram page is very modern and updated regularly which is very helpful for customers when browsing. Sisters and Seekers use their social media and way of marketing very effectively, they use links to show the products shown as well as well known influencers and models wearing the clothing. If customers see their favourite influencers wearing clothing they like they will be more inclined to purchase them.
Similar to Sisters and Seekers, Off-White’s instagram page allows people to purchase items of clothing through links, however as Off-White is a luxury brand with exclusivity therefore are fewer items available on offer and the price is much, much higher. Accessories are available to purchase through their social media more readily. Off-White’s instagram has a link to their website in their bio to make it easier and more accessible when browsing their page. The approach they have to marketing their stock online is very successful as it brings them many sales and helps to grow and innovative brand.
Off-White
Sisters and Seekers This is Sisters and Seeker’s commercial advert for their ‘SUBURBAN SUMMER’ collection. This advert will caught a lot of attention and gained them many sales. This advert supported trends for Spring/Summer 2019 but also for 2020 as these they will be taken forward for future trends. There is an obvious sense of urban and industrial styles shown throughout the collection.
Off-White have had many campaigns in the past collaborating with other brands or designers. Here is an example of one of their latest campaigns, NIKE X OFF-WHITE.
Store Images and Web Pages Having a well planned out web page is very important for a brand as having an online presence strategy allows you to market your business online. The way in which items of clothing are presented will determine how many sales your business gets. Web pages allow shoppers to view garments from different perspectives and allow them to purchase items a lot easier than shopping in store.
The layout of Sisters and Seekers web page is very clean and organised. It is clear and easy to work your way around. Sisters and Seekers homepage includes their most current collection as well as the latest trends and best selling items. Sisters and Seekers web page also has a ‘new in’ section which includes their latest pieces for that current season. To make it easier for the browser and refine their searches, their web page includes categories and a price filter.
Sisters and Seekers’ garments are mostly neutral colours as well as black. Sisters and Seekers sell a lot of activewear style clothing such as cycling shorts, leggings, sweatpants and sweatshirts. The thickness of these garments offer a sense of protection. Their webpage also offers a lot of utility and structured style clothing which can be linked to previous catwalk images. Sisters and Seekers also sell their clothing in Topshop stores. The layout of their space is very aesthetically pleasing and easy to shop as it is very spaced out and well organised.
Off-White’s homepage has a video playing their “Meteor Shower” Women’s Spring/summer 2020 Collection catwalk. This is very unique and different to most other web pages. This can be very helpful for people browsing the website as they are able to see how items of clothing are styled and how they look in 3D as to a photo. The background of their homepage is a video of behind the scenes of their brand Their web page is also sectioned into seasons to make it easier for the shopper. The overall aesthetic of Off-White can be linked to the trend Transform through its activewear style pieces and highly saturated pieces. Similar to Sisters and Seekers, Off-White also sell a lot of utility and structured style clothing. Both web pages are very easy to find what you are looking for and both include a description of the product as well as the models sizes and heights.
End Product- Transform Spring/sUMMER 2021 From creating these this trend report boards for the trend Transform for Spring/Summer 2021 I have found styles and trends which will potentially be featured on future catwalks and available for purchase. The concept behind the theme Transform is mainly based on the current state of the world right now. As our environment is under threat, Transform explores how adaptable and innovative designs and materials could turn nature into our salvation. In act of trying to save ourselves from threats to the planet survivalist clothing is essential, especially with the increase of global warming. It is clear that a running theme of the clothing featured in Transform involves technical fabrics and survivalist themes. New adaptable designs are featured including “living” materials and lighter weights. Colours in the trend Transform range from iridescent surfaces inspired by the ocean to murky dark and aquatic blues and greens. Highly saturated colours are also a running theme throughout. Highly saturated technical activewear clothing is something which is a running trend throughout Transform. This style of clothing emphasises a bold look which is stylish as well as practical. Other garments which are an essential part of the theme are survivalist and utility style piece. These garments are also very structured pieces and give a sense of protection to the style. Mesh garments are also an effective piece which allows a breathing space which is a contrast to the thick items of survivalist clothing. This creates a futuristic aesthetic which will hopefully continue into future trends in the fashion industry.
Photoshoot