TREND BOOK
MEGAN GREEN
TREND PREDICTION
IF ONLY YOU KNEW 24.12.18 Photographer: Cara Friedman Stylist: Savanna Chonic Beauty: Ciara Maccaro Models: Kayla and Keenan at Margaux
Breaking down barriers of identity creates an innovative sense of self- expression from the latter end of Millennials to the present-day Generation Z. Pushing the need for a sense of individuality, Gen Z’ers begin to explore the limitless possibilities for identity, pushing body norms and creating boundary breaking behaviours. Technology begins to blur boundaries between the online and In-Real-Life worlds, harnessing the power of data, Gen Z use their unorthodox minds to channel personality and explore limitless possibilities for identity.
2
3
4
5
6
MICRO PREDICTION
LOOKING FOR U 14.11.16 Photographer: Natalie McKain Stylist: Brigitte Hill Makeup: Hope O’Connor Models: Arabella Cooke and Leaf Leora
7
Disruptive thinking continues to create change, as identities are challenged, and gender is celebrated. Tech savvy Generation Z’ers express body norms and challenge current markets to create innovative concepts which connect with Gen Z. Celebrating the acceptance of gender and sexuality is a subject Gen Z thrive from, making it no longer a taboo. Re-living the lost iconic discotheque era will celebrate the change Gen Z have created through their revolutionary era and boundary- breaking behaviours.
8
9
10
11
12
LIFESTYLE
‘OUT OF YOUR GAZE, ESCAPE’ 10.01.19 Photographer: Emma Anderson Stylist: Shabdice Esfahani Grooming: Daniel Duran Model: Trenton Parrott
13
The internet is often painted as a black hole to which Generation Z are exposed to. Born into a post- internet world consisting of mobiles, high speeds and ever-growing technology, they are a digitally adapting generation. Allowing new changes within their society which connect them from their homes with a single touch of a handset. Favouring brands that are aligned with their values, they are a generation who are seriously concerned with social and environmental causes, becoming new social activists who are ultimately early adopters, powering the visual- first culture of tomorrow. Focusing their attention on self- expression and identity, they are a generation who are moving away from a time where comparing themselves online lead to an idealised version of each other, which scroll by scroll, overexposed them to an upward social comparison which had a knock- on impact affecting body image and self-esteem.
14
15
16
17
18
SHAPES AND SILHOUETTE
DISILLUSION 11.03.19 Photographer: Noah Sahady Stylist: Emma Larsen Beauty: Ciara Maccaro Model: Ganna Bogdan at Photogenics LA Set Design: Cheyna Carr Assistants: Basil Vargas and Jeffrey Robbins
19
Over- exposing Generation Z to social media can lead to an unsettling nature. Masculinity is an unwritten rulebook filled with things men shouldn’t be doing to preserve their fragile identities. Both men and women are exposed to a society filled with body ideals, making them believe they need to look a certain way, Generation Z are the new social activist who aim to change this. Creating boundary- breaking behaviours which make any small detail which breaks the term ‘Masculinity’ news- worthy, creating a stigma around Generation Z who move away from these stereotypes people have engraved in their heads.
20
21
22
23
24
TRIMS AND ACCESSORIES
AGGREGATORS SPEAK IN TONGUES 19.06.17 Photography: Tim Lo Creative Direction and Styling: Samantha Diorio and Jake Paraskeva Beauty: Madeline Jurd Models: Kymberley Brook at FiveTwenty Model Mgmt and Sarah Monds at Priscillas
25
Social media is something Generation Z have recognised as part of their reality, comparing their lives against other people’s social media platforms is all they’ve known while growing up in this tech obsessed world. Continuously scanning feeds with these ‘flawless’ lifestyles and body ideals is hardly a news flash, consuming their lives with social media is guaranteed to make them fall into the comparison trap. Following the feeds and day to day lifestyles of Influencers, who are so involved in Generation Z’s life. They influence their wants and needs, increasing their buying habits. Posting content which makes the viewer want to dress or buy into the lifestyle is their job, but is it exposing Generation Z to an unachievable goal?
26
27
28
29
30
PRINT AND PATTERN
31
Social media is so entrenched in the lives of young people that is no longer possible to ignore the effect it can bring, whether that be positive or negative. Social platforms have been described as more additive than cigarettes and alcohol, but they open pathways to connect their generation to new things, allowing them to express their identities online. Bold, vibrant and forward thinking are the way they view their generation as a whole, feeling free and confident to express themselves without having to seek validation from others.
32
33
34
35
36
COLOUR AND TONE
37
Disruptive thinking continues to create change and break down barriers within Generation Z’s society. Playing around with colours creates a sense of fun as emotions are channelled and they express a new change into their personal identity. Pushing forward a new kind of personality that shines from within and stems from individuality, they begin to move away from the days where identity meant one thing, they begin to accept their new changes and channel their inner self.
38
39
40
41
42