Trend Journal; Michael Aaron

TRENDS CURRENT michael magliochetti

PREFACE In a continually changing environment, we look to something that that can help us evolve in a progressive manner. Fashion, criticized and adored, is the single element that gives a viewer an honest, impartial look into our essence.

Through art, movement and architecture, fashion remains a piece that facilitates in building the complex puzzle that is you.

For me, fashion is a breath of fresh air in a world full of unnecessary, but imminent stress. It forces my mind to take a break from excessive distractions and realize beauty is undefined and profoundly ubiquitous.

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As a current Junior at the Savannah College of Art and Design, my experience encompasses vital skills in fashion marketing.

Through my studies, I have found to not only have interest in marketing, but also in graphic design. I enjoy exploring what makes a brand recognizable, unique, and appealing to different eyes.

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Ta b l e o f C O N T E N T S

1 UNISEX

6 Ac t i v e

9 i n s tag r a m

12 e y e b row

13 A RT I S A N

18 MODEL-ZINE

19 LINGERIE

22 ANTI-MINIMAL

UNISEX january 11, 2015 What do oversized pullovers, shapeless tees, and long button-downs have in common? Besides the fact that these closet staples have been on high demand for the past couple seasons, they are also extremely gender neutral. It’s no secret androgyny has been a single thread tying many recent women’s collections together, but I think the lines are slowly getting more and more blurred in men’s as well.

The biggest question of all is whether or not buyers and consumers alike will come together on this emerging trend of unisex clothing.

A quick search of ‘unisex clothing’ on Google comes up with nearly sixteen million pages. Unsurprisingly, Rad Hourani is at the very top of the list. Beginning with a debut show in 2007, Hourani started off his successful business in unisex ready-towear. Aside from Hourani, designers such as Rick Owens and Thom Browne have also been pushing the boundaries with gender and fashion.

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It’s no secret that women have been more susceptible to venturing off into the men’s department but I do think there has been a rise in men interested in genderneutral clothing. Items like a long hem tee and ultra skinny jeans (resembling leggings) can be found in places like Urban Outfitters or TopShop. If mega brands like these are catching on, who’s to say that this trend is just for women?

NEUTRAL

In all, I truly believe over the next decade we may see a rise or the beginnings of unisex exclusive stores. It’s a bit of a stretch, but it’s merely an observation that isn’t being ignored by fashion spectators or bloggers. (image on adjacent page courtesy of Rad Hourani)

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Weekdays can be a little hectic for the average person in the work force.

Balancing work, children and anything/ everything else can leave little to no room for clothing decisions. Personally, I think there’s a direct connection between this chaotic lifestyle and the recent surge of fitness wear.

Just by observation, this trend really seems to be taking hold of many consumer markets. From high end to low, people seem to be embracing the active wear lifestyle. Active wear is not only extremely comfortable, but it also allows its wearers to fit into any social interaction they may encounter throughout their day.

Readily available at every corner, fitness wear has made a huge comeback in the fashion world. Brands like Nike and Adidas are collaborating with high fashion designers more than ever. Y-3 comes to mind, a brand created by Yohji Yamamoto specifically for Adidas. The collections are moderate to high price, and exclusively for the ultimately fashion forward fitness gurus.

AC T I V E january 18, 2015

On the opposite side of the spectrum, we have Free People and Tory Burch creating a whole new product category. Designed specifically for their consumer market, these brands have dug deep for the purpose of taking part in this mega trend.

This to me is evidence enough that active wear is here to stay.

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In the past five years, smart phones have come to be the biggest part of an individual’s life. Holding the key to communication and connectivity to the outside world, smart phones are a force to be reckon with. With that said, technology and fashion are fusing together in more ways than one: Instagram.

Aside from the speculations and concerns about wearable technology, to me, Instagram is a whole new threat/ opportunity within itself. Instagram, a smart phone app that utilizes the camera to instantly post pictures, seems to be extremely essential to brands and bloggers alike.

BLOGGERS

Scrolling through Instagram, I often find bloggers spotlighting their newest go to brand or item. Using a simple click of the finger, I’m instantly brought to the item.

Another click and I’m ready to buy. It sounds simple because it is. Instagram is more than just a picture posted by a friend or relative, it’s a marketplace.

Now, a marketplace is useless if the content doesn’t appeal to your desired market. However, brands and bloggers are getting creative with branding their content to fit an aesthetic. There is a huge opportunity for free marketing to the masses. Trends are getting more attention and going through the fashion cycle quicker than ever.

I truly believe Instagram is playing a major role in fashion and trends in today’s market. It is surely something to be closely followed by retailers. The opportunities are endless if you have an audience that will listen.

I N S TAG R A M january 25, 2015

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The past year, articles upon articles were regurgitated talking about bleached eyebrows. Did it ever really catch on? I wouldn’t say it did or didn’t. It could be said that the act itself was dangerous, too permanent for some, or not simple enough to achieve. However, I’m more interested in the newly emerging, less damaging eyebrow trends that surfaced because of the bleached eyebrow (nightmare). These trends, in my opinion, will highly affect beauty retailers.

The faux bleached look was created with a nonharmful, simple combination of concealer and foundation. A quick inquiry on Pinterest and you’ll find tons of tutorials on how to achieve the look. For the not so tech savvy kind of woman, a visit to a beauty retailer might produce the same results.

E Y E B ROW january 30, 2015

A beauty trend like this one could increase sales with brands such as Urban Decay. This brand in particular relies on the Millennial woman. She shops for the latest with an open mind. Putting together a product that could allow any make-up enthusiast to achieve this look with one simple price could do wonders for the brands sales, customer reach, and extend the life cycle of the trend.

Another emerging trend with the eyebrow is somewhat derivative of the Middle East. Shown on the adjacent page, women are applying crystal appliqués in a formation around the eyebrow. Simple, inexpensive and fashionable: three qualities that should have retailers jumping on the bandwagon to help customers achieve this look. One company in particular called Benefit Cosmetics is taking this trend to the next level and pretty much monopolizing on this new product category by offering Swarovski appliqués. It’s genius.

For all the reasons above, I think it’s safe to claim 2015 as the year of the eyebrow. The successes of the new eyebrow trends completely rely on whether or not beauty retailers respond to their customers by delivering product.

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Established on a vision of authenticity, proximity, and a new definition of craftsmanship, the artisan is creating pieces specifically for the customer.

Drawing back from a different century, this newfound appreciation for an item with an understated unique appearance is anything but inconspicuous. Similar to the antique, decomposing vase that becomes a centerpiece in a modernistic home, the artisan is the single article in a wardrobe that stirs up conversation and makes the wearer feel humble and worldly.

Focusing in on knitwear for the upcoming autumn/winter season, artisan takes on a meaning of lived-in silhouettes and tattered textiles. Unconventional blending of unalike materials doesn’t even begin to scratch the surface. These pieces transcend the wearer in an innovative direction that will soon characterize a whole category in the industry, accentuating the idea of one-of-akind creation.

Artisan made a noticeable appearance on the runway recently, recalling back to MM6

by Maison Martin Margiela (exit shown on the right). This particular show was right before Galliano took on direction at the house, however, the collection was still extremely characterizing of this emerging mega-trend. Looks from the show combined the idea of rural and urban, creating this tastefully rustic & modern interpretation.

Personal favorites from the show included this illusive landscape print.

RUSTIC & MODERN There’s something to be said about modesty, and the artisan is keeping that in mind. Silhouettes of the artisan are tending to be free flowing, falling away from the body. Ironically, the trend coincides and builds off the idea of genderless clothing.

It can be argued that the Millenial attitude towards fashion derives from years of being told to share and “do it yourself”.

a rt i s a n february 6, 2015

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Switching gears away from textile and silhouette trends, an evident and highly influential change is being made in the fashion publication world. Beyond the (essentially) free-to-read literary world, also known as social media, printed media is taking on a completely different direction with model endorsement. Magazines, in particular, have been seeing a massive decline in sales for the past decade.

It only makes sense that something had to be done in order to counter this apparent reduction.

Models are a common thread bringing all forms of communication and customers together. Their status emulates aspiration for all people regardless of age, gender, ethnicity, or income. This new action of putting a model on the cover of a magazine isn’t as new as we think though.

Putting a model on the cover dates back several decades. When a model graced the cover of a magazine, it wasn’t due to a controversy or movie plug, it was solely because individuals looked up to them. Models dwindled in appearance, however, when celebrities proved to produce better publication numbers.

Model-Zine february 13, 2015

The model lifestyle does not reflect that of a celebrity, but instead stands out completely with values that more closely match with Millennials’. I think the mindset of the Millennial completely contrasts the mindset of any other generation. Millennials still care about celebrities, but their values and morals differ.

These morals act as a heavy determining factor in purchases of any kind.

A huge factor that publications need to continue taking into consideration relates directly back to the mindset of the Millennial. Values and morals seem to be very important during their purchasing decisions. These decisions will ultimately determine the success of any publication.

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Lingerie january 20, 2015 The 50 Shades of Grey trilogy has whipped a certain product category back into the spotlight. With the book and movie franchise being the topic of every conversation, lingerie has made a huge comeback for retailers. Brands all kinds, like For Love & Lemons, are bringing the idea of sex appeal and functionality to the mass market through a new sparked awareness in lingerie.

After reading through the books, appropriately titled 50 Shades of Grey, I noticed a huge opportunity for retailers. What made the books so popular weren’t just the sensual scenes, but it also had to do with a sense of security. Not many women would turn down a man willing to provide an adventure full of glamorous clothing, lavish meals, and expansive homes. This (impractical) fantasy is the real draw, in my opinion, to the book and movie trilogy.

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In the occasions that I’ve been truly enthralled by a book, the desire to find certain qualities that the main character and I share is almost subconscious. 50 Shades had this influence on women in regards to wanting this sense of security.

Clothing, in particular, has the tendency to achieve this feeling for most. In this situation, lingerie is the most perceptible item that readers can take away, almost like a reminder of the book and characters.

Lingerie for the Autumn/Winter 2015 season is full of lacey, physical details. Mimicking the intimacy written in 50 Shades, lingerie is getting a major update that will allow readers to relate and feel a connection. Mesh features on bras, cheeky thongs, and soft strapping on tops and bottoms are a continuous trend shown in the upcoming season.

MESH

The major shift in lingerie is one of the many outcomes 50 Shades of Grey has produced. Brands have a huge opportunity to capture a new market if done correctly. Playing into the glamorous, sensual, and quirky tendencies highlighted by the controversial book, lingerie could prove to be an even more profitable product category.

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Anti-Minimal february 26, 2015

Dressing in a minimal way has been very popular for a while now. Simple, understated color schemes dominated my personal wardrobe. Textures have been confined to the basics. Silhouettes consistently grew to be more and more androgynous. But now, with the Autumn/Winter 2015 shows taking place, we’re seeing many designers branch out, taking a risk with layering contrasting textures, asymmetrical silhouettes, and desaturated color schemes.

Fashion is heavily cyclical. Which is why this trend isn’t anything new to individuals in the industry. But I think it represents a shift in what consumers and designers are tired of seeing.

Now, there is no wrong way to layer, but according to the Autumn/ Winter 2015 season, the more the better. At Tess Giberson, she took on an earthier palette, but showed visual tension in heavy layering techniques. Sweaters on top of sweaters on top of sweaters is unconventional, itchy, and lacks functionality, but there’s something very fashion forward about it. Tess Giberson took the minimal sweaters you had leftover from last season and made them look refreshing and new. (Exit shown on the left).

As far as color ways, camel seemed to be a favorite among designers. The great thing about camel is that it pairs very well with just about any other color. Sophistication and a sleeker appearance are guaranteed when wearing anything camel. It’s recommended to top of the outfit with this color.

As the Autumn/Winter 2015 shows come to a close, I can’t help but gravitate towards these designers taking the risk to branch out away from minimal. Repetition of styles and monochromatic color schemes will eventually bore anyone, which is why this layering trend will be a favorite among innovators for the upcoming season.

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Work Cited Unisex: Page 1: http://www.ixdaily.com/drop-your-skirt/b7eb90755ab525bc1a271417c6948a18b556747d Active: Page 6: http://www.businessoffashion.com/2014/06/is-activewear-the-new-denim-lucas-hugh-lululemon-athleta.html Instagram: Page 9: http://www.luxurydaily.com/how-much-influence-do-fashion-bloggers-have/ Eyebrow: Page 12: http://www.huffingtonpost.ca/sacha-devoretz/eyebrow-trends2015_b_6427216.html Artisan: Page 13: http://popupcity.net/local-authentic-sustainable-the-style-of-the-new-artisan-economy/ Model-Zine: Page 18: http://www.dailymail.co.uk/femail/article-1355562/Put-models-covers-magazines-Supermodel-Niki-Taylors-backlash-celebrity-endorsement.html Lingerie: Page 19: http://thelingeriejournal.com/ WGSN.com

Anti-Minimal: Page 22:

All compared in conjunction with: WGSN Business of Fashion Women’s Wear Daily ** All images sourced from WGSN Image Database

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