TREND REPORT
Matthew Regan Fashion Communication & Promotion Level 2 N0502153
Eco Metropolis
Visual Merchandising
Green plants sprout in bare spaces, gardens grow untamed in industrial interiors; the natural and artificial co-exist harmoniously.
The eco-metropolis offers Zen harmony in an otherwise materialistic industry. The rise of social media created clones. They are more beautiful, cool and popular than us and although they’re works of fiction, the modern consumer continues to aspire towards their digital image. Green spaces of overgrown plants, flowers and trees create a sanctuary from the internalised conflicts and constant online surveillance that has become commonplace in contemporary life. Harshly modern aesthetics have seen interiors stripped to their bare essentials – these internal gardens create a hit of oxygen against the restrictions of refined luxury, growing wild through the geometric scaffolding.
City Swamp
Riverbank Clay
Forest Quicksand
Flood Warning
Visual Merchandising
With the dronelike surveillance of contemporary life, the phrase “life is a play� has never been as relevant as it is today.
Golden era lights are exposed and used as props; rusted, freestanding and overhead studio models beckon the consumer, the star of the show. The trend originates from the industrial aesthetic popularised in visual merchandising, however; rather than a simple statement of nonchalant necessity, the consumer is celebrated and acknowledged individually. Social media has welcomed the democracy of fashion, turning a retail space into a theatre welcomes the return of fantasy and exclusivity.
Titanium Rain
Stormed Copper
Hayes Silver
Bright Old Things
Visual Merchandising
Relics of the past are reinvented to create modern adaptations, with function and new meaning.
Ordinary objects are morphed into practical sculptures, an aesthetic of merged decades and technologies translate into innovative designs. Bright old things are a backlash against the manmade destruction of planet Earth, ecofashion and recycling will soon be priority for the majority of consumers.
Peach Brick
Bicycle Brown
Unloved Silver
Urban Platoon
Prints and Graphics
The iconic camouflage print is a constant that is becoming less literal; shapes, colours, textures and fittings have been altered towards the contemporary aesthetic of refinement.
This trend romanticises warfare and the community spirit present during the struggles of WW1 and 2 – something that seems essential for optimism in a culture of high alert terrorism and nuclear threats.
Blood Cherry
Gunpowder Olive
Trench Shadows
Neo Equations
Prints and Graphics
Life imitates art with prints that follow the strict compositions of the Bauhaus and De Stijl movements.
Radiating lines and geometric shapes create a hypnotic daze and introduce playful shapes of colour to garments. Fits are mathematically tailored, with silhouettes that continue the laws of composition. Colours are kept to the primary: yellow, red and blue – referencing the Dutch predecessor to the Bauhaus by printing fabrics in Mondrian tinted shades.
Plastic Rouge
Powdered Skies
Bleached Daffodil
Retina Attack
Prints and Graphics
Monochrome patterns twisted through the lens of an alternate universe. Here, the laws of dimensions are void.
Wild monochrome markings challenge the optics with distorted spirals, squares and triangles. Referencing the psychedelic designs of Mary Quant in the 1960’s, these optical illusions are a contemporary update that test the limits of the naked eye.
Black Dimensions
White Light
Suede Kisses
Menswear
Tones of tobacco and tea, as well as occasional shades of wine and peach allude to the intellectual beauty of the 1970s.
In menswear, suede is a constant throughout the years and seasons – its expected. However, moving aside from subtle panels on accessories such as trainers and bags, this emerging trend uses suede as a central statement rather than just a detail. Panels, vests and car jackets of suede are a hybrid of the Wild West and the hippies of San Francisco. The look is either stolen from an uncool Seventies dad, or a Fleetwood Mac enthusiast who owns a mustang and wears capes.
Stolen Tobacco
Caramel Pie
Mustang Pastry
School Boy Error
Menswear
Taking style back to the playground, the back satchel offers the essential compartment space and practicality that men need.
One of the fastest emerging segments in menswear is accessories, especially bags. As the technology of the modern age is constantly evolving and producing new products, the man of today needs functionality – and a backpack offers just that. Straps in textures such as corduroy, denim, suede and plush leather now work to compliment looks, giving them an aesthetic of practical luxury.
Pineapple Juice
Burnt Cobalt
Black Mamba
Swiss Avalanche
Menswear
A signifier of military practicality and British youth rebellion, the iconic parka is a hybrid of effortless style - encapsulating both heroism and disturbance simultaneously.
In the 1960s, the Mod subculture adopted the jacket for it’s long fit, which made it perfect for wearing over tailored suits. Today, the look is still as prevalent as ever. Fur trims, fabrics reworked from khaki shades and unexplored fits have resuscitated the look in a contemporary way.
Moonlight Glacier
Parka Antartica
Mountain Reflections
Daddy Cool
Creative Direction
The 1970s – a decade of casual sex, flared jeans, copious amounts of orange, pale blue eye shadow and of course ABBA.
This nostalgic zeitgeist looks back towards a more humble time. Within all sectors: typography associated with the late 60s to early 70s is taking centre stage in digital design, interiors are splashed with burnt orange and psychedelic silhouettes, fashion more now than ever is devoted to this era. Designs are updated by merging typical Woodstock prints with more contemporary shapes – note the Topman S/S 15 collection that combined flower power with 90s rave designs.
Chocolate Suede
Daddy’s Goldfish
Ice Pop Blue
Bleached Modernism
Creative Direction
This subtle cultural movement has progressed from the minimalism of the nineties and has become more than fashion, and it’s a lifestyle.
Bleached Modernism is the definition of cultured luxury; a regulated monochrome palette references the work of Jean-Luc Godard, while an obsession with purity of design in clean compositions looks to Bauhaus architecture. This consumer is a devoted social media magnate, often working in black and white on carefully considered platforms such as Tumblr and Instagram. The core of this movement is a devotion to artistic expression, and a melancholic adoration of bands such as The Velvet Underground.
New Wave Noir
Gainsbourg Grey
Cigarette White
The Neutral Generation
Creative Direction
Gender roles are starting to blur, societal and political shifts in thinking towards gender are liberating the next generation and changing their conceptions on gender as objective.
Unlike the androgyny of girls borrowing from their boyfriends’ wardrobes, gender neutrality accepts the fluidity of sex and gender and acknowledges them as two different entities. In Scandinavia, nurseries are implementing the use of ‘Hen’, a genderneutral pronoun and movements are taking place to remove gender labelling on children’s toys. The next generation are set to live in a more liberal space that ignores the traditional regulations of the past and accepts colour, clothing and labels as aesthetics that can be appreciated by everyone irrespective of how they identify with gender.
Stone Navy
Tanned Peach
Chalk Grey
Figure 1. Hawkesworth, J. Loewe Spring/Summer 2015 Menswear Lookbook (2014) [Advertisement] At: http://www.style.com/slideshows/fashion-shows/spring2015-menswear/loewe/collection/1(Accessed on 11.05.15)
Figure 2. Regan, Matthew. “Pink/Black geometric graphic”. (Created May 2015) [Personal Graphic]. File Type: PNG
Figure 3. Dore, G. ‘Celine in SoHo’ (2014). [Visual Merchandising Photograph]. At: http://www. garancedore.fr/2014/09/12/celine-in-soho/ (Accessed on 11.05.15)
Figure 4. ‘Replay Store by Vertical Garden Design, Florence’ (2011) [Digital Image] At: http://retaildesignblog.net/2011/04/20/verticalgarden-design-replay-store-florence/ (Accessed on 11.05.15) Figure 5. Regan, Matthew. “Marella VM at Show and Order Tradeshow, Berlin”. (Taken January2015). [Personal Photograph] Figure 6. Regan, Matthew. “Tree Display at Show and Order Tradeshow, Berlin”. (Taken January2015). [Personal Photograph]
Figure 7. Baillet, C. Vogue France. ‘Pop Up Store “Take Over” by Visoanska & Flower’ (2012). [Visual Merchandising Photoraph]. At: http://www.vogue.fr/ beaute/buzz-du-jour/articles/repre-vgtal/21336 (Accessed on 11.05.15) Figure 8. Regan, Matthew. “Yellow/Pink geometric spiral graphic”. (Created May 2015) [Personal Graphic]. File Type: PNG
Figure 9. Regan, Matthew. “Acne Store Stockholm, Lights”. (Taken April 2015). [Personal Photograph]
Figure 10. Regan, Matthew. “Antique Store Bikini Berlin”. (Taken January2015). [Personal Photograph]
Figure 11. Hughes, R. ‘Friends of mine,Melbourne Cafe’ (2011). [Digital Photograph]. At: http:// cafesphotoblog.blogspot.co.uk/2011/05/friends-ofmine.html (Accessed on 12.05.15) Figure 12. Silver & Grey. ‘Spotlight - Inspired by Industrial Chic’ (2014). [Visual Merchandising Photograph]. At: https://uk.pinterest.com/ pin/551409548096818393/ (Accessed on 12.05.15)
Figure 13. ‘Stagelighting used for retail to create showstopping displays’ (2014). [Digital Photograph]. At: http://www.belenko.ua/invoga.html. (Accessed on 13.05.15)
Figure 14. Regan, Matthew. “Orange/Blue geometric graphic”. (Created May 2015) [Personal Graphic]. File Type: PNG
Figure 15. Regan, Matthew. “Light Fan Bikini Berlin”. (Taken January2015). [Personal Photograph]
Figure 16. ‘Straws...not just for drinking...’ (2013). [Digital Photograph] At: http://www.bookmarc.com.au/blog/straws-notjust-for-drinking/ (Accessed on 13.05.15) Figure 17. Anguera, J. ‘Recycling step by step’ (2014) [Digital Photograph] At: http://www.archdaily. com/424593/recycle-step-by-step-dom-arquitecturaasa-studio/522763e9e8e44e0f50000023_recycle-stepby-step-dom-arquitectura-asa-studio__mg_7456-jpg/ (Accessed on 13.05.15)
Figure 18. ‘Antique Archaeology - American Pickers’ (2013) [Digital Photograph] At: http://chadsdrygoods. blogspot.nl/2013/11/antique-archaeology-americanpickers.html (Accessed on 13.05.15)
Figure 19. ‘Comme Des Garcons: LA Guerilla store’ (2008). [Digital Photograph]. At: http://matandme.net/ comme-des-garcons-la-guerilla-store/ (Accessed on 13.05.15)
Figure 20. Regan, Matthew. “Khaki Spiral & Geometric graphic”. (Created May 2015) [Personal Graphic]. File Type: PNG
Figure 20. ‘Valentino Pre Fall 2015’ (2015) [Digital Photograph]. At: http://www.style.com/ fashion-shows/pre-fall-2015/valentino/collection (Accessed on 14.05.15)
Figure 21. ‘In the Army: Camo makes a comeback’ (2015) [Digital Photograph] At: http://www. style.com/slideshows/slideshows/street/toplooks/2015/03/0314-camo-print/slides/2 (Accessed on 14.05.15) Figure 22. ‘Valentino Menswear Spring 2015’ (2014) [Digital Photograph] At: http://www.style.com/ fashion-shows/spring-2015-menswear/valentino/ collection (Accessed on 14.05.15)
Figure 23. ‘In the Army: Camo makes a comeback’ (2015) [Digital Photograph] At: http://www. style.com/slideshows/slideshows/street/toplooks/2015/03/0314-camo-print/slides/3 (Accessed on 14.05.15)
Figure 24. ‘Valentino Camo Backpack” (2015) [Digital Photograph] At: http://www.luisaviaroma. com/ (Accessed on 14.05.15)
Figure 25. ‘Valentino Menswear Spring 2015’ (2014) [Digital Photograph] At: http://www.style. com/fashion-shows/spring-2015-menswear/ valentino/collection (Accessed on 14.05.15)
Figure 26. Regan, Matthew. “Colourful Geometric Lines graphic”. (Created May 2015) [Personal Graphic]. File Type: PNG
Figure 27. ‘J W Anderson Menswear Fall 2014’ (2014) [Digital Photograph] At: http://www. style.com/slideshows/fashion-shows/fall-2014menswear/j-w-anderson/collection/2 (Accessed on 14.05.15)
Figure 28. Colin, R. ‘Raf Simons and the Heart of Art’ (2014) [Digital Photograph] At: http://www. nytimes.com/2014/01/17/fashion/Raf-Simonsand-the-Heart-of-Art.html?_r=1 (Accessed on 14.05.15) Figure 29. ‘Balmain Ready to Wear 2015 Collection’ (2015) [Digitall Photograph] At: http://www.style.com/ slideshows/fashion-shows/spring-2015-ready-to-wear/ balmain/collection/38 (Accessed on 14.05.15)
Figure 30. ‘Raf Simons Bauhaus Jumper Fall 2003’ (2015) [Digital Image] At: http://showstudio.tumblr. com/post/34776202966/bauhaus-sweater-by-rafsimons-used (Accessed on 14.05.15)
Figure 31. ‘Roskanda Resort 2015’ (2015) [Digital Photograph] At: http://www.style.com/slideshows/ fashion-shows/resort-2015/roksanda/collection/14 (Accessed on 14.05.15)
Figure 32. Lissitzky, E. ‘Proun 10’ (1919) [Watercolour on paper] Digital Image At: http://fineartamerica.com/ featured/proun-10-ellissitzky.html (Accessed on 14.05.15)
Figure 33. Regan, Matthew. “Pink Razor Lines graphic”. (Created May 2015) [Personal Graphic]. File Type: PNG
Figure 34. ‘Emilio Pucci Fall Ready to Wear 2015’. (2015) [Digital Image] At: http://www.style.com/ slideshows/fashion-shows/fall-2015-ready-towear/emilio-pucci/collection/1 (Accessed 14.05.15) Figure 35. Meyer, J. ‘Refraction of Light’ (2013) [Digital Image] At: http://www.style.com/ slideshows/fashion-shows/fall-2015-ready-to-wear/ emilio-pucci/collection/1 (Accessed 14.05.15)
Figure 36. ‘Sonia Biacchi Costume’ (2014) [Digital Photograph] At: https://www.pinterest.com/ pin/181269953725359985/ (Accessed on 14.05.15)
Figure 37. ‘Cyberpunk Art, British Fashion Week Manish Arora’ (2013) [Digital Photograph] At: https:// www.pinterest.com/pin/82401868153802685/ (Accessed on 14.05.15)
Figure 38. ‘Valentino Fall 2015 Ready to Wear’ (2015) [Digital Photograph] At: http://www.style.com/slideshows/fashion-shows/ fall-2015-ready-to-wear/valentino/details/6 (Accessed on 14.05.15) Figure 39. ‘Emilio Pucci Fall Ready to Wear 2015’. (2015) [Digital Photograph] At: http://www.style. com/slideshows/fashion-shows/fall-2015-readyto-wear/emilio-pucci/collection/6 (Accessed 14.05.15)
Figure 40. Regan, Matthew. “Two Lines and Circle Geometric Lines graphic”. (Created May 2015) [Personal Graphic]. File Type: PNG
Figure 41. WGSN. ‘Fashion Week Streets, Paris AW15’ (2015) [Digital Photograph] At: http://www.wgsn.com/ storage/vol18/ss_image_store/64/55/21/22/media_ pafw50115m_pfws_aw15_109.jpg (Accessed 15.05.15)
Figure 42. WGSN. ‘Suede Toyko’ (20150 [Digital Photograph] At: http://www.wgsn.com/storage/ vol18/ss_image_store/35/64/83/22/media_ ts0315_DSCF1241.jpg (Accessed 15.05.15)
Figure 43. WGSN. ‘J W Anderson Autumn/ Winter 2015’ (2015) [Digital Photograph] At: http://www.wgsn.com/storage/vol18/ss_image_ store/55/67/19/12/media_jwa_aw15_031.jpg (Accessed 15.05.15)
Figure 44. WGSN. ‘Gucci Autumn/Winter 2015’ (2015) [Digital Photograph] At: http://www.wgsn.com/ storage/vol18/ss_image_store/16/58/48/12/media_ guc_aw15_650.jpg (Accessed 15.05.15) Figure 45. WGSN. ‘Fendi Autumn/Winter 2015’ (2015) [Digital Photograph] At: http://www.wgsn. com/storage/vol18/ss_image_store/81/56/20/22/ media_fen_aw15_051.jpg (Accessed 15.05.15)
Figure 46. Regan, Matthew. “Nude Rose Triangles graphic”. (Created May 2015) [Personal Graphic]. File Type: PNG
Figure 47. WGSN. ‘Hangzhou Backpack’ (2015) [Digital Photograph] At: http://www.wgsn.com/ storage/vol18/ss_image_store/51/30/44/22/media_ hzs20415_IMG_6784.jpg (Accessed 15.05.15)
Figure 48. WGSN. ‘Valentino Backpack Selfridges’ (2015) [Digital Photograph] At: http://www.wgsn.com/ storage/vol18/ss_image_store/61/74/45/22/media_ lor20515_IMG_4362.jpg (Accessed 15.05.15)
Figure 49. WGSN. ‘Dyemond Goods’ (2015) [Digital Photograph] At: http://www.wgsn.com/storage/vol18/ss_ image_store/20/68/94/22/media_dnd0415_IMG_3987. jpg (Accessed 15.05.15)
Figure 50. WGSN. ‘Lanvin Backpack’ (2015)[Digital Photograph] At: http://www.wgsn.com/storage/ vol18/ss_image_store/28/64/92/22/media_par0315_ IMG_0257.jpg (Accessed 15.05.15)
Figure 51. WGSN. ‘Fashion Week Streets, Paris’ (2015) [Digital Photograph] At: http://www.wgsn.com/ storage/vol18/ss_image_store/88/72/91/22/media_ pafw90115m_pfws_aw15_012.jpg (Accessed 15.05.15)
Figure 52. Regan, Matthew. “Swiss Avalanche Geometric graphic”. (Created May 2015) [Personal Graphic]. File Type: PNG
Figure 53. WGSN. ‘Fashion Week Streets, New York’ (2015) [Digital Photograph] At: http://www.wgsn.com/ storage/vol18/ss_image_store/88/41/04/22/media_ nyfws20215m_nyws_aw15_135.jpg (Accessed 15.05.15)
Figure 54. WGSN. ‘Iceberg Autumn/Winter 2015’ (2015) [Digital Photograph] At: http://www.wgsn. com/storage/vol18/ss_image_store/81/03/49/12/ media_ice_aw15_019.jpg (Accessed 15.05.15)
Figure 55. WGSN. ‘Kenzo Autumn/Winter 2015’ (2015) [Digital Photograph] At: http://www.wgsn. com/storage/vol18/ss_image_store/05/30/01/22/ media_knz_aw15_059.jpg (Accessed 15.05.15)
Figure 56. WGSN. ‘Fashion Week Streets, London’ (2015) [Digital Photograph] At: http://www.wgsn.com/ storage/vol18/ss_image_store/23/14/28/12/media_ lomfw0115_lfws_aw15_268.jpg(Accessed 15.05.15)
Figure 57. WGSN. ‘Sandro Autumn/Winter 2015’ (2015) [Digital Photograph] At:http://www.wgsn. com/storage/vol18/ss_image_store/45/98/71/22/ media_sdr_aw15_019.jpg (Accessed 15.05.15)
Figure 58. ‘Mid Century Modern, Original Acrylic 70s’ (2015)[Graphic Print/Digital) At: https://www. pinterest.com/pin/172966441912883840/ (Accessed 15.05.15)
Figure 59. ‘Vogue UK: The Faint Hearted’ (October 2014)[ Editorial Print) Digital Version At: http://oraclefox.com/2014/09/12/ vogue-uk-october-2014-anna-ewers-glen-luchfordoracle-fox/ (Accessed 15.05.15)
Figure 60. Hawkesworth, J. Miu Miu Cruise 2015 (2014) [Advertisement] At: http://www.hungertv.com/feature/miu-miucruise-campaign/ (Accessed on 16.05.15) Figure 61. ‘Soak up some Seventies Unshine’ (2013) [Digital Photograph] At: http://www.nousdecor.com/ blog/soak-up-the-seventies-sunshine (Accessed on 16.05.15)
Figure 62. ‘Selfridges Loves: The 70s Trend’. (2015) [Digital Photograph Series] At: http://images. selfridges.com/is/image/selfridges/150416-SL-70strend-mod1?qlt=99,1&fmt=jpg&scl=1 (Accessed on 16.05.15) Figure 63. ‘A Poster Boy’s Retro Space Out’ (2009) [Digital Graphic Print] At: http://www.wired.com/images_blogs/ wiredscience/2009/12/iya_1-660x462.jpg (Accessd on 16.05.15) Figure 77. WGSN. ‘Topman S/S 15’ (2015) [Digital Image] At: http://www.wgsn.com/storage/vol10/ss_ image_store/79/75/73/02/media_tmn_ss15_607.jpg (Accessed on 16.05.15)
Figure 65. Ferrer, C. ‘Forced Perspective’ (2010). [Sculpture/Exhibiton] Digital at: http:// minimalexposition.blogspot.co.uk/2012/04/ cayetano-ferrer-three-projects.html (Accessed on 16.05.15)
Figure 66. ‘Black Lines Composition’ (Unknown Date) [Digital Photograph] At: http://cs617127.vk.me/ v617127245/ce20/u2eVflFr8YE.jpg (Accessed 16.05.15)
Figure 67. ‘Modern Design Review’ (September 2014) [Print Magazine] Digital Article At: http://www. dezeen.com/2014/09/23/new-magazines-moderndesign-review-interview-laura-houseley/ (Accessed 16.05.15) Figure 68. ‘Blk Water Drink’ (2015) [Digital Photograph, Tumblr] At: http://36.media.tumblr. com/1866715c992a5458733725b7d610aa33/tumblr_ ng8zfsVtnL1sjaemko1_1280.jpg (Accessed 16.05.15)
Figure 69. ‘Monochrome Marble Print’ (2015) [Digital Photograph, Tumblr] At: https://40.media.tumblr. com/540b70e474fc877aa1465dc4ff1df077/tumblr_ nkqynmnFBP1sq087so1_500.jpg (Accessed 16.05.15)
Figure 70. Regan, Matthew. “Gender Blur Geometric graphic”. (Created May 2015) [Personal Graphic]. File Type: PNG
Figure 71. Hawkesworth, J. Loewe Spring/Summer 2015 Menswear Lookbook (2014) [Advertisement] At: http://www.style.com/slideshows/fashion-shows/ spring-2015-menswear/loewe/collection/11 (Accessed on 16.05.15)
Figure 72. McGinley, R. ‘Acne Studios Underwear’ (2014) [Digital Image/Advertisement] At: http://www. acnestudios.com/underwear-woman/ (Accessed on 16.05.15)
Figure 73. McGinley, R. ‘Acne Studios Underwear’ (2014) [Digital Image/Advertisement] At: http://www. acnestudios.com/underwear-man/ (Accessed on 16.05.15)
Figure 74. Writtle, M. ‘Agender, Selfridges Store’ (2015) [Digital Image/Visual Merchandising] At: http://www.dailymail.co.uk/femail/article-3002605/ As-celebrities-lead-trend-genderless-fashionSelfridges-axes-separate-women-mensweardepartments-favour-three-floors-unisex-fashion.html (Accessed on 16.05.15)
Figure 75. Hourani, Rad. ‘Unisex Anatomy’ (2015) [Digital Image] At: http://www.radhourani.com/ blogs/projects/15063485-unisex-anatomy-exit (Accessed on 16.05.15)
Figure 76. Avenue Lifestyle. ‘Family fun in Malmo’ (2014) [Digital Image] At: http://nordicdesign.ca/funfamily-home-in-malmo/ (Accessed on 16.05.15)