Carly Ryan Trend by Natalie McCreesh

visual report/trend package

fashion trend prediction & product development

carly ryan

MA Fashion Management & Communication Trend Prediction & Product Development Fig.1-5 front cover.

INTRODUCTION

THE MODERN GENTLEWOMAN

THE THEORY OF THE TREND FORECASTING SUPERNATURAL

THE STAGES OF END TREND FORECASTING NOTES

SHORT & LONG TERM FORECASTING

NO STRINGS ATTACHED

SENSORIAL SPORTSWEAR

APPENDICES

REFERENCES

IMAGE LIST

A “trend” is a term used to describe “a general direction in which something is developing or changing”, and is an interchangeable term between industries, applicable from finance to fashion (Oxford Dictionaries, 2016). A trend in essence is a method of communication; it develops a theme, transmits an idea, draws on a desire, and is indebted to the current political and social climate. In simpler terms, the trend is the “next big thing”, the concept that will maximise both sales and profit margins. The process of trend forecasting therefore must take into equal consideration the complexities of the fashion industry, alongside the unpredictability of the consumer and their rates of acceptance. The role of the forecaster however does not solely consist of flagging emerging trends. These trends also need to be positioned into a target market, with potential routes of product development acknowledged. As an industry, trend forecasting was only accepted as a serious process post World War 2, partly due to the “mass production and retail development” that permeated this period (McKelvey, 2009). With particular emphasis on pace, trend forecasting has evolved substantially, and these changes I will address in depth in this report.

The first stage of this report will consider the theory behind forecasting, and analyse the trickle down, up and across analogies currently in practice. The life-cycle of fashion trends will also contribute to this section. The second part of this report will shift to the stages of trend prediction, and the methods adopted in the process. The purpose of this section is to reveal how forecasters discover and communicate a trend. The final aspect of this report will document my own proposed short-term and long-term forecasts, using cartograms to present the thought processes behind them. My short-term trends include No Strings Attached and Sensorial Sportswear and The Modern Gentlewoman and The Supernatural in regards to long-term.

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the theory of forecasting

“Forecasting is both an art and a science”, according to Burns and Sproles (1994). It is an industry reliant as much on theory as it is on intuition. The most commonly applied is the trickle down theory, of which implies fashion inspiration starts with the upper classes and gradually influences the lower strata. The Hervé Léger bandage dresses, please see appendix A, catalysed an abundance of body-con duplicates on the high-street, and is one example of this method in action. However in direct opposition to this, is the trickle-up, which literally turns this ideology upside down. The interest in blogging street-style is one example of this, as well as the growing popularisation of trainers outside of the gym. The last in this series is the trickle across, in which claims trends arise from mutual acceptance between social groups at the same time. Customised denim has made its way from Topshop to Gucci, as demonstrated in appendix B, and illustrates this theory in full effect. The variations in theory display there is no right or wrong method of forecasting. Trend forecasters must however have the knowledge of fashion theory, movements and cycles as second nature; it is a must to deliver accurate predictions.

“In 1998, the lifespan of a fashion trend was approximately one year, while in 2003 it was only a few months or even a few weeks” (Keiser and Garner, 2003). Fast forward to 2015, and Marc Worth, co-founder of WGSN has outlined that this has decreased even further, “social media dictates trends today. The trend emerges overnight and disappears almost as quickly” (as cited in Abnett, 2015). Fashion trend inspiration is now uploaded and updated on a daily basis, and websites such as Asos also add new products within the same time frame. The whole process of trend forecasting has dramatically evolved, and is no longer restricted to bi-annual releases. The internet has accelerated the trend forecasting process to break-neck speed. Whereas trend hunting previously consisted of air miles and jet-lag to collect inspiration from across the globe, all of the above can be accessed through a series of taps and scrolls on your MacBook, from anywhere between your sofa and the local Starbucks. Fashion trends themselves vary in their rate of adoptance, which has a direct effect on their life cycles. In its entirety, fashion is an industry that has been built upon cyclical movements. Trends can swing from one extreme to the other and then rebound full circle. There are five stages however within the life cycle of a fashion trend according to Chelsea Rousso (2012), these include: introduction, rise, culmination, decline & obsolescence.

Culmination The trend at this stage hits the pinnacle of the fashion curve; it has saturated multiple markets and is acknowledged as a major trend.

Rise This is when the trend starts to take off; styles are accepted and then copied. Mass manufacturing slashes prices and boosts sales. Introduction This is the light-bulb moment when creative inspiration hits. The trend at this point begins as a concept and slowly creeps up the curved slope.

Decline Repetition of styles signals a wane in demand, merchandise is further reduced by retailers and the trend consequently falls into decline on the fashion curve.

Obsolescence This is the end of the curve, marked by a lack of interest and direction for development.

“forecasting is both an art & a science.” - Burns and Sproles, 1994.

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The basis of timing therefore determines if a trend is a fad or a classic. For example the duration at the culmination stage, in which a trend reaches its peak of popularity within the fashion curve, has a direct impact on how a trend is identified. Fads, trends and classics are all terms in the forecasting dictionary, and are used to define pinnacles in a trends life cycle. A fad refers to a trend that is short-lived but makes an impact; it is everywhere all at once and then quickly dissipates. Fads tend to occupy the lower end of the market, in order to draw in the maximum amount of sales in the shortest period of time. Wedged trainers are an example, such products have a limited life span as they are such a niche and lack the practicality to stand the test of time. On the contrary, trends have a greater lifespan than fads; they also have a greater market potential and can saturate different sectors. There is also room for these to adapt and evolve to changing attitudes to ensure their longevity. Classic trends on the other-hand are a constant within the fashion trend cycle; these sit meditatively in-between the fads and trends. Bohemia is one example as acknowledged in appendix C, this trend similar to other classics is timeless in nature. Classic and quality go hand in hand, and these are trends without an expiration date. “Trend forecasting is much like archaeology but to the future” (Edelkoort, as cited in Dhillon, 2015). Every current trend makes reference to the past, and classics place a greater emphasis on this notion. However to duplicate would be to produce artefacts, and in order to be fashion forward, forecasters must provide innovative methods of interpreting these classical trends.

“Identifying a trend is a continuous effort of compiling observations. I call it hunting and gathering.” - Geraldine Wharry, 2016

the stages of forecasting The art of trend prediction draws on both creative and intellectual processes. Although it demands a mix of methods the result is unanimous, to inspire and entice buyers. As Vogue (2015) outlines, it is all about the “environment for the customer”. A trend forecast that leaves its viewers underwhelmed or confused is one that has failed. “Identifying a trend is a continuous effort of compiling observations. I call it hunting and gathering” quotes Geraldine Wharry (as cited in Taylor, 2016). The stages of forecasting as I have already noted, require intuition and imagination with a strong side serving of research. For accurate predictions, it is a case of drawing from a range of information from a multitude of sectors. From industry data, fashion history, architecture, art exhibitions, consumer research, science, food, to innovations and technological advancements, it is the forecaster’s role to detect patterns across all of these fields. Forecasters must be open to the possibility of new ideas and observant to the activity going on around them, picking up signals that are commonly overlooked or dismissed. Additionally, the forecasts compiled must fit within the practicalities of business, designed with a target market and their consumer attitudes in mind. In order to accurate predict the volume of sales, and the acceptance rate, such data must be correctly handled and interpreted.

the breakdown

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Stage 1: RESEARCH

This stage consists of constant observation, highlighting trends across a range of disciplines.

Stage 2: IDENTIFY

After compiling and editing the research findings, a trend is identified. Forecasting agencies are used to reaffirm conclusions.

Stage 3: REVISIT Fig.12

The forecaster will reflect on past trends of a similar nature, to pull out differences and identify what has catalysed this change in demand.

Stage 4: CONSIDER

The reception of the trend will be an important consideration at this point, using analytics and consumer databases to define a target market. Fig.13

Stage 5: PREDICT

This penultimate stage will identify the direction and potential development of the trend.

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Stage: PRESENT

Finally the trend will be delivered. A trend board should clearly and colourfully communicate the trend, using text, mood boards, images and a buzzword. Fig.14

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The process of trend prediction, thanks to agencies such as WGSN and LSN, is now a global business. Providing in-depth reports and analytics, online forecasting services are now a staple within the trend prediction process. Established in 1997, WGSN boasts over 38,000 users, from Marks & Spencer’s to Armani (Barnett, 2011). This subscription service is one people are willing to pay for, it has become an important, even obligatory, point of reference. These services compile predictions from all over the world; the content is embedded with statistics, as well as colour swatches, mood-boards and sketches to provide a panoramic understanding of a trend. Needle Craft, please refer to appendix D, was a report released by WGSN in 2015 for spring summer 2017. The prediction of “messy and meticulous embroidery” (Boddy & Sinclair, 2015) was fulfilled in early 2017, and has been interpreted from Zara to Stella McCartney. There is relevance within these reports, and forecasters use such services to validate their own inklings, it offers the industries they are pitching to assurance in the trend and its commercial appeal. Such findings are then presented to industry officials in a manner of ways, ranging from forecasting boards to group panels. Trend prediction packages are a necessity in order to make well informed business decisions, and from this a sense of confidence and direction is instilled. Fashion is an increasingly competitive industry, it is therefore vital for teams to stay up to date and invest wisely. As Raymond (2010) identifies, forecasters must channel “practice, perseverance and the patience to follow through a clearly mapped out set of methodologies.” Through their forecasts they must tell a story, and guide the viewer through their findings and the methods used to reach them.

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â&#x20AC;&#x153;The skills used by a forecaster should leave little room to be questioned, challenged or brought into doubt. They must be transparent, measurable, robust and provable.â&#x20AC;? - Raymond, 2010.

â&#x20AC;&#x153;By definition & activity, trend forecasters are lifesty - Raymond, 2010.

short/long term forecasting In order to gauge accurate and probable predictions, fashion forecasting is categorised by two key terms, short-term and long-term, and as suggested the fundamental difference between them is timing. Fashion is an industry which is constantly changing, which therefore makes forecasting both a difficult and complex process. Therefore using these headings allows for more concise predictions to be put into place and practiced. Approximately, short-term trends are conceived 1-2 years into the future, and are used primarily to draft new products, with detail given to colour and textiles. Long-term forecasts however predict much further in advance, of at least 5 years. There is more of an industry focus, with long-term forecasts taking a higher interest in factors such as production, consumer patterns and development strategies. In regard to my own trend package, which is to follow, my proposed short-term forecasts are No Strings Attached and Sensorial Sportswear. The long-term forecasts also include The Modern Gentlewoman and The Supernatural.

le detectives.â&#x20AC;?

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SHORT TERM/01

No Strings Attached

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TREND CARTOGRAM INNOVATORS -Jamie Oliver. -Professor of public health: Sarah Stewart-Brown. -Millennial market concerned with their own wellbeing. DRIVERS -Wellness bloggers, such as Madeline Shaw, Deliciously Ella & Annie Clarke from Mind Body Bowl.

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NO STRINGS ATTACHED

IMPACT -Rise in ethical produce. -Office décor that incorporates fitness, no desk chairs for example. -Wellbeing events & yoga retreats. -Meditation apps. CONSEQUENCES -Decline in mental illness statistics. FUTURES -Vitamin D make-up. -Drug to prevent obesity. -Wellness gyms. -Turmeric infused skincare.

BEYOND INTERIORS: Colour blocking and quirky home-wear accessories. FASHION: High visibility, sportswear, playful designs, colour blocking & an emphasis on comfort. FOOD: “Sunshine” smoothie bowls retailing in supermarkets.

There is a reason why Dorothy followed the yellow brick road, and not the beige or red-bricked variety, yellow connotes feelings of happiness, energy and positivity. At the root of my first short-term forecast No Strings Attached, I have therefore heavily embedded the colour named by WGSN as lemon fizz, to my feel-good fashion trend. Taking influence from the rise in mental illness, in which “young UK adults have the lowest levels of mental wellbeing” (Mintel, 2017), a major theme behind this trend is balance, which is translated in production through symmetrical lines and straight cut finishes. This trend promotes simple and fuss-free designs. Geometric shapes and primary shades are other courses for product development and again hint towards the sense of carefree, childish even, happiness that is central to the trend itself. However another key influence to No Strings Attached is the equation that happy equals healthy, a mindset shared by the growing tribe of wellness bloggers and their mass following. This is also primarily a millennial mass following, which is also the target market for my trend package as a whole. Both of the short-term forecasts fit into the autumn/winter 2018/2019 frame, and although canary yellow is usually used in association in spring, lemon fizz appears more autumnal; it is warmer and more of an ochre in colouring.

Yellow is a colour that has suffered “bad press in modern times” (Gage,1995) and formerly “considered too great an economic risk by buyers” (Faiers & Bulgarella, 2017). However for 18/19 such rules have lost relevance, they appear almost frivolous. A “no strings attached” existence is one without limits, and the breaking of other fashion rules could be another trend development. However another component to No Strings Attached is its urban edge, energising and engaging, this trend encourages movement and the designs therefore need to be dynamic. From the influence of the great outdoors, the key fashion elements include comfort and a casual street styling, and the silhouettes are therefore boxy and unrestrictive. Another fundamental theme for this trend is high visibility, which is a continuation of the street styling and urban feel of No Strings Attached. High visibility is synonymous with safety, in a work environment it offers protection, and in an increasingly chaotic world, security is something deeply sought after.

SHORT TERM/02

Sensorial Sportswear

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TREND CARTOGRAM

SENSORIAL SPORTSWEAR

INNOVATORS - Millennial market concerned with health & wellbeing. - 2012 Olympians such as Jessica Ennis. DRIVERS - Fitness bloggers such as Zanna Van Dijk. - Fashion & sportswear collaborations. - Apple & fitness technology.

CONSEQUENCES - Decline in obesity levels. - Pop up gyms.

IMPACT - Rise in fitness holidays & retreats. - Accessibility of organic produce. - Cult following of classes like Soul Cycle & Barryâ&#x20AC;&#x2122;s Bootcamp. - Vitamin IV drips. Fig.30

FUTURES - Luxury & exclusive boutique gyms. - Fitness technology embedded within sportswear garments.

BEYOND BEAUTY- Water-fused/vitamin make up, mineral face-wipes for the gym & luxury deodorants. FASHION- Comfortable/functional clothing & tailored sportswear appropriate for the office. Gym-wear that does not require washing after every use is also a further development. FOOD- Expansion of health food aisles in supermarkets, supplements that are the equivalent of your 5 a day & fresh smoothie vending machines. CULTURAL- Fitness Q & A events & creative classes.

The next short-term trend Sensorial Sportswear derives from the forward thinking functionality of modern athletica. Using technology, this trend envisions both versatile and durable designs, which directly interact with the body during exercise. These are garments that respond and react accordingly to the senses. Sensorial Sportswear has evolved from an increasingly health focused millennial market. “Health is considered a key factor for having a successful life for 55% of millennials” and now half “would like to track their health and fitness via apps” (Mintel, 2015). This merger between fitness and technology is central to the trend. Since 2010, fitbit the wearable fitness device, has “sold more than 38 million devices world wide” (Statista, 2016), it is a market that corporate giants Apple and Samsung have also dipped into. It is a growing sector and one that this trend is heavily influenced by. Fitness has never been so fashionable. High profile collaborations such as Adidas and Stella McCartney have seen sportswear catapult in popularity, to the extent JD Sports reported “an 81% increase in pre-tax profits last year to 238.4 million” (BBC, 2017) due to the athleisure trend. A higher awareness of healthy living and its benefits is a major driver, simultaneous with an “overarching trend toward casualisation” (Smith, 2014).

The colour palette for this trend is generally on the grey scale, incorporating metallic and subdued tones. This colour scheme works to reinforce the wearability of this trend. A key theme to Sensorial Sportswear is multi-functionality, so these are transitional pieces, not restricted to the gym but suitable for the office if necessary. Reversible leggings, athletic laser cut dresses and high-neck sportswear tops are therefore all possibilities, blurring convention and introducing new means of use. The fabrics and silhouettes are also a reflection of this, highly intelligent in design, these work in cohesion with your body. Sportswear that responds to your body temperature, anti-bacterial fabrics that increase the longevity of wear between washes, and fitness technology embedded into garments which monitor activity, are all variation of this trend. The shapes are therefore heavily tailored and structured, using illusions and panelling to create the idea that these are clothes that although functional, aim to compliment rather than constrict.

LONG TERM/03

The Modern Gentlewoman

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TREND CARTOGRAM

THE MODERN GENTLEWOMAN

INNOVATORS - Political upheaval, including the US President Donald Trump’s derogatory comments towards women concerning abortion. - Millennial market concerned with how their decisions will impact the next generation. DRIVERS - Emma Watson’s “He for She” campaign. - Lena Dunham’s sitcom Girls. - Sophia Amoruso for Nasty Gal. - Women’s Marches across the world. - Women in political positions of power, such as Theresa May, the UK Prime Minister.

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CONSEQUENCES - Further campaigns & marches. - More women in CEO positions. FUTURES - Equal pay between genders. - Heightened awareness of equal rights. - Funding for female start up businesses.

IMPACT - Power dressing & slogan t-shirts. - Circulation of feminist literature. - More women reporting harassment and sexism cases to the police feeling they will be dealt with correctly.

BEYOND FASHION- Customised products & a mix of both masculine and feminine silhouettes. An expansion of flat footwear is another possibility. INTERIORS- Growth & interest in home office décor. CULTURAL- Films thematically similar to Hidden Figures. FOOD- Expansion of healthy “on the go” meals for working women.

The first long-term forecast The Modern Gentlewoman has been fuelled primarily by the Women’s Marches, which took place across the world in 2017. Yet the contributing factors, which include reports that the gender pay-gap is not due to close until 2069 (BBC, 2016) and Donald Trump’s bill to defund “development groups which give women advice on abortion” (Fenton, 2017), are impossible to ignore with the marches in consideration. Feminism is not something new, although the events of 2017 have displayed there is still much to be done, and this is where I see The Modern Gentlewoman trend developing over the next four to five years. Mintel (2017) has also revealed “today’s young women are much more in touch with the feminism movement than their older counterparts”. The millennial market are concerned with how their decisions will impact the following generations, and are therefore more inclined to take on an active role within the movement. With this sense of change and new beginnings in mind, The Modern Gentlewoman would work within a spring release as they both share similarities thematically.

The colour palette however is predominantly greyscale with flashes of pink, as this trend will attempt to assume a balance between the generics of masculinity and femininity. The colour black “has the innate ability to make a statement”, which has therefore made it the perfect choice for protests and as a focal point for The Modern Gentlewoman; it captures the sense of rebellion that this trend channels (Lubitz, 2017). Building on this notion, the trend also includes a reworking of suffragette dress as a theme, including an emphasis on white shirts, with exaggerated features such as sleeves, for additional impact. Dresses will also increase in circulation of a midi-length, classic, elegant and feminine in styling. Bow detailing and badges will customise clothing, as well as embroidered text, which reinforces the idea that this trend is all about statements, both in the metaphorical and literal sense.

LONG TERM/04

The Supernatural

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TREND CARTOGRAM

THE SUPERNATURAL

INNOVATORS - Millennial market concerned with how their decisions will impact the next generation. - The National Geographic documentary “Before the Flood”. DRIVERS - Desire for natural fabrics & ethical processes. - Success of the BBC “Planet Earth” series. - A growing inclination to shop at farmers markets & support home grown businesses. IMPACT - More people are focusing on their health, sourcing natural & sustainable produce. - Rise in walking holidays & country retreats. - Consumers buying less but in higher quality. - Seeking comfort from clothing & increased sales in cashmere fabrics. 20

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CONSEQUENCES - Questioning the ethics behind clothing. - Nature used as a sense of escape including developments in hydrotherapy treatments. - Boycotting brands who do not comply to ethical standards. - Focus on textures in contrast to the cold, flat, smooth nature of I-phones.

FUTURES - Exposure of unethical fashion clothing procedures in the industry. - Enhanced focus on sustainability. - Gradual technology withdrawal. BEYOND FASHION - Reassuring earthy & natural shades, using obscure prints that celebrate the sublime. BEAUTY - Stripped back dewy make-up, a focus on highlighters & multi-use products. FOOD - A desire for home grown produce. Also an increase in vegetarian ready-meals & options in a bid to reduce the carbon emissions from the meat industry. INTERIORS- Minimalistic in design with textured art-prints to decorate.

“Nature never did betray the heart that loved her”, wrote William Wordsworth (2013) in Tintern Abbey. Nature and solace have become interchangeable terms, and my final long-term forecast, the Supernatural is based upon this notion. In an increasingly disjointed world, marred by terrorism and conflict, the focus here is on a new relevance of protection. The Supernatural has evolved from the need for security and comfort. Global warming fears are a key consideration, as President Trump sets to unravel Barrack Obama’s clean power plan installed in 2015. In addition there is an increasing millennial desire to “switch off from social media” (Mintel, 2016). “Technology has created inescapable levels of connectivity and exposure”, to the extent “consumers need some time off and some time away from ‘always on’ devices”(Mintel, 2016). With all of these factors in consideration, there is a growing sense of disorientation and a need to reconnect with the natural. The Supernatural embodies these concerns listed above, and nature is both celebrated and revered through this trend as a result.

Sourcing natural fibres, the production of ethical fabrics and the recognition of traditional craftsmanship are all integral components to the trend and its future development. The colour palette is a mix of earthy and neutral tones, which translate ideas of comfort and consolation. The additional relevance of quilting and faux fur to The Supernatural suggests the same thing, and also present this as a trend fit for an autumn/winter release considering the layering. However this trend also makes reference to nature’s superiority and it is essentially a celebration of the sublime. A key theme is therefore the unusual elements of nature, camouflage, rock sedimentation, the northern lights and so on. Subsequent designs will take influence from these, and will also reflect textures and prints of a similar nature. Finally, the fundamental shapes for this trend are oversized, reminiscent of a barrier and an additional layer of protection.

Endnotes The art of trend prediction is just that, an art. It is an â&#x20AC;&#x153;expression of human creative skill and imaginationâ&#x20AC;? (Oxford Dictionaries, 2016). These four forecasts are compilations of current events, a reflection of the social and political climate, yet they are also my own interpretations of how such issues will unfold and impact neighbouring industries. Trend forecasting is by no means straightforward; it is a constant process, a case of cherry picking from an arena of different subjects, collating images and text to forge a concept fit for consumption. Forecasting is an industry that has grown in complexity just as it has in size. Today trends infiltrate at a rate never seen before, both immediacy and impact have been dramatically increased due to the internet, instagram and the recent addition of live-streaming catwalk shows. Fashion, constantly fluctuating and deeply competitive, poses a set of challenges that forecasters must learn to co-operate and more so keep up with. The art of trend prediction and product development is ultimately reliant on generous handfuls of the following: intuition, information and imagination, with a dash of confidence to pull it all together.

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Appendices Appendix A

The Hervé Léger bandage dress and the Topshop duplicate. Fig.1 Hervé Léger Ombre Strapless Bandage Dress. [Photograph ]. Retrieved from http://www.polyvore.com/herve_leger_ombre_strapless_bandage/ thing?id=103167007. Fig.2 Ryan, C. (2015) Topshop bandage dress. [Photograph]. Retrieved from personal collection. Fig.2

Fig.1

Appendix B

The customisation trend, interpreted by Gucci, on the left, and Topshop. Fig.3 Gucci : Calf hair-panelled embellished denim jacket. [Photograph ]. Retrieved from https://www.net-a-porter.com/gb/en/product/803146?resType=single&keywords=gucci%20denim%20jacket&termUsed=gucci%20denim%20jacket&enableAjaxRequest=false.

Fig.3

Fig.4 Moto Hand Painted Denim Jacket. [Photograph ]. ,Retrieved from http:// www.topshop.com/en/tsuk/product/new-in-this-week-2169932/new-in-fashion-6367514/moto-hand-painted-denim-jacket-6063329?bi=60&ps=20.

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Appendix C

WGSN’s bohemia trend report for 2017. Fig. 5 Park, M. (2017). Key Trends Pre-Fall 17: Young Women’s Apparel: Downtown Bohemia. [Photograph ]. Retrieved from https://www.wgsn.com .

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Appendix D

WGSN’s “Needle Craft” trend report for “The Fashion Forecast Women & Young Women S/S 17 – Edgelands”, and the trend interpreted by Stella McCartney & Zara. Fig.6 Boddy, J. & Sinclair, R. (2015). The Fashion Forecast Women & Young Women S/S 17 – Edgelands: Needle Craft. [Photograph ]. Retrieved from https://www. wgsn.com . Fig.7 Stella McCartney Women’s White Arlo Embroidered Silk Shirt. [Photograph ]. Retrieved from https://www.lyst.com/clothing/stella-mccartney-arlo-embroidered-silk-shirt/.

Fig.6

Fig.8 Shirt with embroidered flower. [Photograph]. Retrieved from https://www. zara.com/uk/en/trf/tops/shirt-with-embroidered-flower-c358032p4208518.html.

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Image List

Fig.1 Wheeler, D. (2016). Denim Dazed with UO. [Photograph]. Retrieved from http://www.whatshesaidblog.com/ what-were-up-to/demindazed?crlt.pid=camp.9dQn2x59Ufdp. Fig.2 Palm Vaults Hackney. [Photograph]. Retrieved from https://uk.pinterest.com/pin/405605510178774908/. Fig.3 Hockney, D. (1964). Man in Shower in Beverly Hills. [Acrylic paint on canvas]. Retrieved from http://www. tate.org.uk/art/artworks/hockney-man-in-shower-in-beverly-hills-t03074. Fig.4 LaVie, C. (2017). Monstera Pattern Green. [Photograph]. Retrieved from https://society6.com/product/monstera-pattern-green_print#s6-6226603p4a1v45. Fig.5 Untitled image of plant against pink backdrop. Retrieved April 4, 2017 from https://myblueflamingo.wordpress.com/2014/06/27/leaf-photography/. Fig.6 Lindhag, I. (2017). Green Interiors. [Photograph]. Retrieved from http://cargocollective.com/tinahellberg/ Green-Interiors. Fig.7 Vilaverde, P. (2017). Untitled image of green mosaic tiling . [Photograph]. Retrieved from http://thetilesoflisbon.tumblr.com/image/93897937539. Fig.8 Carlson, J. (2010). Shopper’s Diary: Chellis Wilson in Portland, Maine. [Photograph]. Retrieved from https:// www.remodelista.com/posts/shoppers-diary-chellis-wilson-in-portland/. Fig.9 Untitled image of plant. [Photograph]. Retrieved from http://l-e-m-i-n-i-m-a-l-i-s-m-e.tumblr.com. Fig.10 Freund, G. (1938). Frida in front of her cactus fence in San Angel. [Photograph]. Retrieved from http:// www.theluxonomist.es/2015/08/06/frida-kahlo-and-her-plants/eugenia-melian?lang=en. Fig.11 Litman, L. (2016). Gourmet and Colorful Pantone Food Series. [Photograph]. Retrieved from http://www. fubiz.net/2016/07/02/gourmet-and-colorful-pan/. one-food-series/. Fig.12 Nolita, P. (2016). Behind NYC’s Highly Instagrammable All-Pink Restaurant. [Photograph]. Retrieved from http://www.architecturaldigest.com/gallery/pietro-nolita#1. Fig.13 Fisher, C. (2013). Wimbledon Weekend . [Photograph]. Retrieved from http://frame.bloglovin.com/ frame?post=1210301945&group=0&frame_type=a&blog=1726994&link=aHR0cDovL2RhaWx5Y3Vwb2Zjb3V0dXJlLmJsb2dzcG90LmNvbS8yMDEzLzA2L2hhcHB5LXdpbWJsZWRvbi13ZWVrZW5kLmh0bWw&frame=1&click=0&user=0. Fig.14 Shelton, C. (2016). Take me there. [Photograph]. Retrieved from http://www.hibridblog.com/plant-life/ plant-life-current-plant-vibes/. Fig.15 Vilaverde, P. (2017). Untitled image of pink mosaic tiling . [Photograph]. Retrieved from http://thetilesoflisbon.tumblr.com/post/100934509779/httpswwwfacebookcomthetilesoflisbon-pedro. Fig.16 Shirt with embroidered flower. [Photograph]. Retrieved from https://www.zara.com/uk/en/trf/tops/shirtwith-embroidered-flower-c358032p4208518.html. Fig.17 Mulder, M. (2016). Prints & Patterns. [Online print]. Retrieved from https://issuu.com/makalamulder/ docs/trendbook/80. Fig.18 Persson, M. (2015). Malin Persson’s Ridiculous Swedish Dream Home. [Photograph]. Retrieved from http://www.parkeretc.com/blog/2015/11/12/malin-perssons-ridiculous-swedish-dream-home?rq=malin%20per. Fig.19 Alexandra, L. (2016). A moody home makeover for any space. [Photograph]. Retrieved from http://camillestyles.com/living/diy/dark-paint-story?slide=3. Fig.20 Sinclair, R. (2017). High Visibility: 2. [Photograph]. Retrieved from https://www-wgsn-com. Fig.21 Rothko, M. (1950/2). Untitled. [Oil paint on canvas]. Retrieved from http://www.tate.org.uk/art/artworks/ rothko-untitled-t04148 Fig.22 Sinclair, R. (2017). Street Luxe: 5. [Photograph]. Retrieved from https://www-wgsn-com.

Fig.23 Brown, R. (2014). Tribe Yellow & Bluebird. [Photograph]. Retrieved from https://www.eukicks.com/adidas-hamburg-tribe-yellow-bluebird/. Fig.24 Sinclair, R. (2017).Worldhood A/W 18/19. [Photograph]. Retrieved from https://www-wgsn-com. Fig.25 Pierozz, S. (2017). Yoga Sketches. [Drawing]. Retrieved from http://sarahpierroz.com/illustrations/#yoga-illustrations. Fig.26 Mitchell, L. (2015). Trendy: Ride is accompanied by an upbeat DJ set or even a live music performance . [Photograph]. Retrieved from http://www.dailystar.co.uk/diet-fitness/449158/Gyms-london-1Rebel-intensity-training-Ride-Reshape. Fig.27 Filling our bags up for the final day of sale. [Photograph]. Retrieved from https://www.instagram.com/ sweatybetty/. Fig.28 Hyperadapt 1.0. [Photograph]. Retrieved from https://www.nike.com/launch/t/behind-design-hyperadapt-1-0. Fig.29 How to make sports luxe smart. [Photograph]. Retrieved from http://sheerluxe.com/2016/09/09/howmake-sports-luxe-smart. Fig.30 Kubalik , A. (2016). Handsketch Biceps. [Drawing]. Retrieved from https://www.dreamstime.com/stock-illustration-hand-sketch-biceps-vector-illustration-image57101418. Fig.31 Streiber, A. (2015). The Women of Hollywood Speak Out. [Photograph ]. Retrieved from https://www. nytimes.com/2015/11/22/magazine/the-women-of-hollywood-speak-out.html?smid=pi-nytimes&smtyp=cur&module=ArrowsNav&contentCollection=Magazine&action=keypressÂŽion=FixedLeft&pgtype=article&crlt. pid=camp.04mmYs5jJyfr&_r=0. Fig.32 Ferreira , I. (2017). Tell Your Daughters. [Photograph ]. Retrieved from https://www.buzzfeed.com/ mjs538/yes-to-pancakes?sub=4400671_10004591&utm_term=.idLA3Xa5j#.rwMjE3o7Y. Fig.33 Moore, E. (2017). Bella Freud . [Photograph ]. Retrieved from http://www.laurenceking.com/en/the-newgarconne-how-to-be-a-modern-gentlewoman/. Fig.34 Malone, E. (2016). Grl Power. [Drawing]. Retrieved from http://cactei-art.tumblr.com/image/138597698301. Fig.35 Colburn, A. (2010). Forest for the Trees. [Display ]. Retrieved from http://flavorwire.com/397685/harrowing-works-of-art-inspired-by-climate-change/11. Fig.36 Tryggstrand, E. (2017). Otertinden. [Photograph]. Retrieved from https://www.instagram.com/p/BQvdYXSl2WP/?taken-by=earthpix. Fig.37 Murphy , L. (2017). Together . [Photograph]. Retrieved from https://www.instagram.com/p/ BR-4256DRCl/?taken-by=lottiemurphy_. Fig.38 Human Change not Climate Change. [Photograph]. Retrieved from https://uk.pinterest.com/ pin/405605510179002713/. Fig.39 Ryan, C. Granite Slab. [Photograph]. Retrieved from personal collection. Fig.40 Frank, R. (2017). Illustration. [Drawing]. Retrieved from http://www.rynfrank.co.uk/illustration-surface-pattern/. Fig.41 Keens, D. (2017). Pink suited and velvet booted. [Photograph]. Retrieved from https://uk.https://www.instagram.com/p/BSO28FQDqaT/?taken-by=pieandfashpinterest.com/pin/405605510179002713/. Fig.42 VyskoilovĂĄ, L. (2016). Palm Vaults. [Photograph]. Retrieved from http://www.lucid-vision.com/2016/10/ palm-vaults-london.html#.WPXMfBiZNsP. Fig.43 Hockney, D. (1967). A Bigger Splash . [Acrylic paint on canvas]. Retrieved from https://www.tate-images. com/results.asp?image=T03254. Please see cryan2793.wixsite.com/mysite-1/ma-trend-prediction for further information. 27