TREND BOOK by Domingues Maëva B1EI
INTRODUCTION..............1
CHAPTER 1........................3
CHAPTER 2..........................9 CHAPTER 3..........................15 CONCLUSION..........................21 REFERENCES...........................23
Content
INTRODUCTION What is next? What is the next step? What will the future looks like? What are we going to encounter? What our society will become? As human beings, the need to go foward, to go further , to always look ahead appears to be inevitable. In everything we do , in everything we think, the future is and will probably always be in our mind. We want to know where we are going, what we are bulding... We constantly try to understand where this world is going and try our best to keep up with it. In this book, one can find my research and predictions about what is rising in our society and what will be the next trends. A trend is the general direction of something. This work is about what we can expect to see in the future. One step ahead ,my aim is to inspire and to show a glimpse of what tomorrow’s world could look like . Made for fashion professional or for anyone who wants to think further. My goal is to give new ideas, perspectives and to invite one to creativity. My research, which helped me to create this book, include a lot of lectures, articles analysis and field research done mainly in the Netherlands and France. It is also composed of a reflection on what is our past and on where those new upcoming trends come from. In the following , I will discuss those trends spotted during my research. Each of them will be presented under the same structure. First, a small introduction, followed by a WHY (why this trend? where does it come from?) and a WHAT (what is the translation of this trend? Where we can find it? What are the elements of this tendency). Finally for each chapter I will give a quick conclusion about the relevancy of it for a fashion professional and the challenges it brings to the industry. The two first chapters will be linked to each other followed by the third chapter which can be considered as a countertrend. My intention with this book is to encourage us to be bold in our decisions and to not be afraid to think outside of the box. We can be the ones who will make a difference, the ones who will define where this world is going, we just need to be bold , and act. As Rob Siltanen perfectly stated : “The people who are crazy enough to think they can change the world are the ones who do.”
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Chapter 1 collaborative mindset In a world where the rich get richer and the poor get poorer; In a world where the governments can not be trusted anymore; In a world where the leaders lie, manipulate and hide the truth; In a world where equality doesn’t seem to mean anything anymore; The people react. The people’s answer to such a world is generosity, trust and solidarity .
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WHY “New estimates show that just eight men own the same wealth as the poorest half of the world. As growth benefits the richest, the rest of society – especially the poorest– suffers. The very design of our economies and the principles of our economics have taken us to this extreme, unsustainable and unjust point.” says Deborah Hardoon in 2017 for the Oxfam website . > On this illustration made by Oxfam international, we can see the obvious inequality existing in the repartion of wealth in the world.
Not only the wealth is inequally distributed, but governments seem to be more and more manipulative and extremist. Individualism is rising. Powerful nations are little by little closing their doors to countries in need as it can be seen in the United -Sates of America with their president Donald Trump. The fear of other is more and more present and the exclusion of some religions ,colors of skin or nationalities increase drastically. > Picture taken by Michaella Whitton during the Brexit in the UK.
In a climate of uncertainty, chaos, and inequality, some decide to not be carried away by this craziness; to not succumb to fear and distrust but to stand up for what is right. Offering help to others, based on trust and equality , solidarity and compassion , new businesses are opening and new actions are being led. Innovative minds, idealists and dreamers, become trendsetters.
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WHAT
> by author-2017. Albert Cuypstraat 210, 1073 Amsterdam
TRUST is a restaurant unlike any other. Indeed, you won’t find any prices. The customers are free to pay as much as they want for the food they order. The whole idea behind this business is to welcome people inside no matter who they are regardless of their backgrounds. This restaurant is based on the trust that if everyone gives according to their possibilities, there is always enough. “Come as you are , pay as you feel” is the motto of this place. TRUST offers a new concept and vision of what could our econnomy look like: a shared-economy. A buisness trusting in the kindness and honesty of customers, encouraging solidarity and sharing.
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> by author-2017. Hazenstraat 67, 1016 SN Amsterdam
>by author- 2017. Another shop encouraging solidarity and collaboration is MIPACHA. This is a Peruvian brand which care about the people involved in the creation process. Not only are they offering jobs in a country where the population definitely need it ,but 10 per cent of the price paid by the customer will be given to the Peruvian employees. That allows them to raise their standards of living and meet their basic needs. MIPACHA is not the only store using this way of working . Indeed more and more brands are adopting this system. For example , the jewellry brand LIBERTI (from the USA). Every purchase made is supporting apprenticeship’s opportunities, in order to empower resettled refugees.
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> by author- 2017.
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> by author- 2017. 12 eme arrondissement - Paris.
On another hand , the “givebox” fights waist and poverty. It is a Berlin-based innovation and its initiators want to remain anonymous. “Anyone can give away unused things anonymously at a Givebox!” say the founders, they continue: “The concept promotes sustainability, protects resources, boosts the community, helps other people, and frees you from clutter.” The first “givebox” has been created in 2011, but it is only now that its popularity is rising. In England ,France, Germany , in a lot of European cities, this idea is taking over and is very successfull. by author- 2017 . Lyon<
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ollaboration is a word we use and hear a lot . Collaboration between countries , between companies and businesses, collaboration between cities and governments. However, we never experienced the meaning of this word to its fullest. Nowadays we use collaboration for our own profits without really carrying about the other party involved. As long as we get something out of it ( mainly money, businesses or fame.). I would like to suggest that true collaboration is when you care about the other party as much as you do about yours. What if collaboration would mean carrying for the others? What if we would all agree to take care of each other rather than seeking only our own interest? We need to change our way of thinking. We need to experience a true collaborative mindset. One that would change completely the way our societies, industries, governments, worldwide connections work . It sounds challenging and almost impossible. However if we refuse to modify the way we are living now, the situation will continue to get worst. This drastic change involving a complete collaborative mindset seems to be the only answer to inequality , manipulation , fear and craziness of this world . The question is: Are we ready to embrace it? To take risks , to be the ones beginning to make change? The ones who will be the influencer , rather than the influenced.
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chapter 2 living in symbiosis Overconsumption and deliberate waists; society taught us that the only thing that mattered was us; we learn since our birth that we need more; we need better , we need faster. we have been misguided and manipulated; little by little we destroy our world; we ruin the only thing that really matters, the world we are linving in. what if there is another way? what if we could do better? What if we learn to live in symbiosis with our environment , with our world.
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WHY For quiet a long time now, we hear about global warming, about the urgency to change our comportements towards nature. To begin to be more aware of it . For a while, it seemed to be an information people wouldnâ&#x20AC;&#x2122;t take seriously. Indeed it used to feel more comfortable ignoring it rather than acting on it. Nowadays , the effect of our excessive way of life, our over consumption and the massive pollution we generate cannot be ignored anymore. Finally, people begin to realise the necessity to adjust our behaviour towards a mindset more earth-friendly and ecoconscious.
>On these schemes delivered by the NASA in 2014 we can see the obvious rising of global temperature all around the world .
We have already been hearing about sustainability for years and we have seen small steps being accomplished such as recycling, earth friendly restaurants, sustainable brands. However, lately, new solutions and alternatives are emerging. More drastic; they offer a new way of living. From consumption to housing and everything in between, a new way of life is proposed. Closer to nature without of all that denying all the progress that the human kind is making. It is a way of living in symbiosis with our environment as well as with our knowledge and advancements. Moreover, they also understood that living close to nature is not only good for the environment but for us as well. Promoting health ,sustainabilty , calm and respect they show us a new philosopphy of life. These new ideas and revolutionnary ways of living are still developping, but will probably soon be unavoidable.
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WHAT
> by author-2017. Gustav Mahlerlaan 30051081 LA Amsterdam
The Green Living Lab is a laboratory in nature where pioneers in sustainable living, social entrepreneurs, and students meet to explore and inspire healthier urban living. Their educational events bring sustainable designers, inventors and pioneers together, in order to encourage healthier lifestyle choices and concrete ideas to implement themin our daily life . It is not simply a place to discuss about it but also to use this knowledge in a concrete way . Therefore this place is built in a complete sustainable way , with a garden providing food without unnatural product . They also offer yoga classes , meditation , lectures. They showcase a whole new way of life which could very much be the one we need to adopt nowadays .
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> On this illustration is the project for the first ReGen Villages pilot community which is to be developed in Almere in the Netherlands, with 100 homes.
With the same mindset, ReGen Villages is a new visionary model for the development of off-grid, integrated and resilient eco-villages that can power and feed families around the world. â&#x20AC;&#x153;It stands for regenerative, where the outputs of one system are the inputs of another. The concept combines a variety of innovative technologies, such as energy positive homes, renewable energy, energy storage, door-step high-yield organic food production, vertical farming aquaponics/aeroponics, water management and waste-to-resource systems.â&#x20AC;? says the creators of the project. With the integration of such technologies, ReGen Villages have the potential to change some of the challenges we face today : a growing population, increasing urbanization, the growing global food crisis, reducing the global CO2 emission, and reducing the burdens on municipal and national governments.
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ReGen Villages is about applying technology. Already existing technologies are being applied into an integrated community design. This new system provides clean energy, water and food right off the doorstep. ReGen Villages adds not only environmental and financial advantages, but also social value. It develops community, where people become part of a shared local eco-system.
> Architectural model for the first ReGen villages pilot to be constructed in Almere, Netherlands.
In Almere , the first ReGen village is expected to be completed in 2018. On the website Regenvillages we can read : â&#x20AC;&#x153;On August 25th, 2016, ReGen Villages was presented at the White House for the Office of Science and Technology Policy (OSTP) as part of a round table on the nexus of food, water, energy and waste at the neighborhood scale, and has been nominated for a Global Solutions Award from Singularity University.â&#x20AC;? The success of this project and vision has been largely welcomed. The next step is to develop ReGen Villages across Northern Europe in Sweden, Denmark, Norway, Germany and Belgium. Agreements are being made. By the succes this project encounters, we can expect it to spread all around the globe . To find more informtation about this project: http://www.regenvillages. com/
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iving in complete symbiosis with our environment is something we have not experience for thousands years. It is something which can seem impossible to implement in the fashion industry. However we have to think further than “today”. We know that sustainability is a problem that we can no longer escape. We know that we can’t keep producing the way we did and are still doing . We tried to answer this problem with “sustainable” brands or collections . But the question is bigger than that. The question to ask ourselves as Fashion professional is: Will Fashion survive to this drastic change. People will probably not have the same interest in fashion as we know it today if they begin to live in symbiosis with their environment. How the fashion industry is going to keep up with such a change? The fashion industry need to be creative, to think differently, to think ahead to tackle this problem before we face it. It needs to be visionnary and to come up with new visions and ideas, to adapt itself to this emerging lifestyle.
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chapter 3 virtually there They needed to flee, they needed to escape; they were lied to, manipulated and used . They were overwhelmed, confused and scared, too much was happening, too much that they couldnâ&#x20AC;&#x2122;t control. Too much to take in , too much to deal with, too much to handle and too much to bear. loosing trust and faith, hope and understanding, they decided to create their own world. a worl they could control, a world in which they could be who they wanted to be . a wonderful world, a virtual world.
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WHY In a social climate where we don’t know who is trust worthy, in a world where there is chaos everywhere, in a society where a majority of the population feel manipulated; stress and anxiety takes over a lot of people’s life. As a matter of fact, “25% of Americans suffer from depression, meaning over 60 MIllion of American” says Kristy West. There is a general feeling of “too much”. Too much wars, too much choices, too much work to do in little time, too much lies in the media, manipulation within the government, and a lot more. With these feelings of loosing control and being overwhlemed, people want to flee this reality . This is one of the main reasons why video games, tv shows, movies have been so successful. What if now you could put glasses on and litteraly have the feeling to be in another world. A perfect world, where you are in control, a virtual world where nothing can stop you, define you, or judge you . This is actually happening today. The increase of Virtual Reality (VR) is something we cannnot deny. Virtual Reality is way deeper than just a new invention as I just explained. It answers a global frustration , and discontent, a need to escape, and that’s the very reason why we can be so confident in the fact that Virtual Reality will soon be everywhere and inevitable . >prediction of the growth of V R users by Kzero - 2017.
The underlying implication and the drawback are that it could allow us to escape into individual utopias that would suit perfectly personal tastes, ambitions and ideologies. Beyond only gaming or movies , virtual reality will soon invade the economic world in the way we do buisness , branding , marketing , communication etc .
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WHAT
>by author - 2017 . Oosterdokskade 5 1011 AD Amsterdam
In 2016 , the first virtual reality cinema opened its doors in Amsterdam. Unlike a traditional movie theater, the VR Cinema doesn’t have a screen with seats facing it. Instead, moviegoers sit in swivel chairs and put on a Samsung Gear VR and a pair of Sennheiser HD 201 headphones. Viewers can turn freely in their chairs to see the VR movie in 360 degrees. Calling the VR content “movies” is a bit of a stretch. The website provides no information on what viewers will actually see when they pay. These VR video clips are basically designed to show off how immersive VR can be. Even though watching a full movie in virtual reality is not yet available this first step is a great advancement towards the use of this new technology.
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>by author- 2017. Zeedijk 43, 1012 AR Amsterdam
Behind the doors of what seems to be a regular Cafe in Amsterdam , we can find a Virtual Reality cafe which opened in 2016. In this place they offer a wide selection of VR experiences and 360 videos. Enjoy a spacewalk, dive deep into the abyss or just relax on a tropical island. Take a ride on a rollercoaster or race across the galaxy, the possibilities are virtually endless. Open to everyone , itâ&#x20AC;&#x2122;s a place to hang out, have a drink & meet new (virtual) friends. These places arenâ&#x20AC;&#x2122;t yet well known by the public , but could be the beginning of something bigger. Step by step , Virtual Reality arise everywhere, and quietly begins to be used more and more in differ- ent ways. Not only in Amsterdam , those VR cafe are opening their doors every where such as in Japan , Australia, England etc.
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>by author- 2017. Amsterdam
Not only as an entertainment , Virtual Reality begins to be used in a lot of different fields. On January 24th of 2017, took place a Virtual Reality fashion experience expo. This exhibition showed us what happens behind the scene of fashion brands working with the Virtual Reality tools. Brands such as G Star ,or Alchemist are working with students and professionals in order to develop the use of this recent technology in their businesses. Virtual reality begins to be used by the fashion industry ( and others) as a branding tool , a fitting rooms , or a new way of shopping . This emerging innovation is not developped enough to be on the market, but they are getting closer to use it entirely. In the near future, companies and businesses from all areas will have to embrace those new technologies to keep up with their time. Hard task and exciting in the same time this is a great challenge that industries, economy , and society will have to face.
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irtual Reality in itself does not define a trend. However the trend to pick up on here is the invasion of the virtual world in our “natural” world. We have to be aware that technologies keep advancing and we have to stay open minded about it. This is true especially for people working in the business. We have to be ahead of time, think further , faster and have a vision that goes beyond the near future. Virtual Reality is the translation of technologies having an increasing influence on our society and being more and more developped. Furthermore, we have to prepare ourselves for the invasion of the virtual world into the one we know today . A world where technologies and reality will merge to create a new kind of world. Rather we think it is a “good” or “bad” tendency , it seems to be inevitable, and we need to adapt to it as professionals. It opens up a whole range of possibilities which give access to a new level of creativity.
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Conclusion We are living in an exciting and unexpected time where we are encountering an urgent need to change our way of living and consuming. For many reasons we understand now that we cannot keep doing life the way we did for years. The fact that we are living in a time of transition is incredibly challenging, interesting and exciting for the Fashion industry. It is an opportunity for us to be wildly creative, to offer to the customer something completely different. It allows us to think outside of the box, to take risks, and to be the ones who will define a part of what the future will look like. Throughout this book, three trends are exposed. Each of them are different, however they all come from the same roots. A society which works in a way that does not satisfy us anymore. Each of the three chapters contains essential elements of what tomorrowâ&#x20AC;&#x2122;s world will be made of. As Fashion professionals we have to think of how to include these three elements in the industry. Now , let me suggest that a brand which would succeed in integrating those three aspects in its identity and business will potentially be one of the most succesful brand we know. One which genuinely have a collaborative mindet -chapter 1-. One which learn to completely live in symbiosis with our environment -chapter 2-. And one which despite all of that embrace the rise of technologies -chapter 3- . Until now ,we saw a lot of brands embracing one of those aspects but lacking the others. A sustainable brand , often doesnâ&#x20AC;&#x2122;t look as fashionable as the public wants, A brand focused on technologies is often missing the environmental aspect. A brand focusing on charities or generosity is often lacking knowledge and quality. What if we would combine all of those expertise together to come up with something never seen before. To create a new fashion industry. We need to build aspirations and solutions and stop focusing on problem.
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