GENERATION BETA Buyer’s Guide
GENERATION BETA | CONTENTS PAGE
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Contents Page
Introduction/ Overview
Trend Narrative Breakdown
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HOMEBIRD.EXE trend narrative
GAME ON trend narrative
CONFORMITY trend narrative
GENERATION BETA | OVERVIEW
OVERVIEW Within this trend narrative and consumer insight book you are presented with a three part exploration of design aesthetics for members of the beta generation. The three instalments cover the three different faces of the beta personality. Firstly, we will introduce you to tranquil living in Betas’ cozy cocoons, hidden away from all worries of the outside world. The forecast aims to soften the edges and sugar-coat the tough realities of life on a decaying planet. This particular generation here is examined at their most relaxed state, in full harmony. Soothing colours are paired with soft and warm fabrics that allows us to wrap up and enjoy advanced VR and AR entertainment. The second instalment builds on this aspect of ‘HOMEBIRD.EXE’ as it takes inspiration from the young generation’s involvement in high-tech gaming adventures. Many Betas will grow up to be micro-influencers by 2050, where social media will continue to be a hub for these young creatives to self-express. As the metaverse and social media become more and more intertwined, digital avatars and face filters complete our colour-infused streetwear looks. Picture a futuristic arcade where young adults can socialise and spread positivity under the brightly coloured lights of floating screens and holographic embellishments. Our clothing in ‘Game On’ hints at a slight athleisure aesthetic with its focus on high shine materials and vinyl PVC. The gamer’s uniform receives a grunge inspired makeover and through this our digital futures gain a rebellious edge. The final instalment, ‘Conformity’ illustrates Generation Betas’ lives in the wild outdoors. As they step outside of their comfort zone they enter a dystopian scene where protective gear is integrated into their outerwear-heavy looks. Futuristic layering takes the lead in this utilitarian aesthetic. Inspired by the idea of dressing to conform to others, a uniform is created with this forecast, one that allows Betas to blend in the crowd whilst they fend for themselves in increasingly challenging living environments. Decayed surfaces, heavyweight hardwares and armour-like styles are brought into a contemporary space for this generation. ‘HOMEBIRD.EXE’, ‘Game On’ and ‘Conformity’ make for the perfect inspiration for businesses that are hoping to cater to their newest demographic. Due to the thorough examination of the current state of fashion business a gender-fluid approach is taken in this report, showcasing garments that flatter anyone and everyone. Immerse yourselves in the looks, sounds and culture of Generation Beta.
HOMEBIRD.EXE First Installment
GAME ON
CONFORMITY
Second Installment
Third Installment
HOMEBIRD.EXE Trend Narrative
HOMEBIRD.EXE Brief
The lives of Generation Beta individuals are set to be ones defined by the troubled future of planet Earth, caused by our dooming climate crisis. Battling this, urban and home design transforms into a modern landscape of pod-living, where households reside in small social bubbles located within futuristic floating architecture. As degrading air quality and extreme weather patterns place limitations on future generations, Betas gain a new-found love for life-enriching experiences and digital escapes. Regulating every aspect of indoor life will become the new luxury, from scent, temperature, air humidity and noise, consumers’ need for a tailored service will be met by a perfectly designed living environment. Multi-sensory technologies and VR will allow us to create temporary illusions that mimic the pleasures of the outside world. Taking a long stroll by our favourite beach or playing in the snow in our childhood neighbourhood will be an experience lived through virtual and augmented realities. Heightened tactile qualities pollute this trend narrative as engaging all of the senses is awarded priority in future living for 2050. Fashion for ‘HOMEBIRD.EXE’ can be described by fluid, but clean lines in design. There is a special focus on our collective wellbeing within this narrative. This is reinforced through the visual language in the form of calming digital landscapes and tranquil 3D rendering in beautifully peaceful pastels. Oversized silhouettes, soft layering pieces and unexpected cutouts aim to add a contemporary twist to lounge dressing. New solutions are provided for seasonless living through key item options such as sleeveless designs and shortened silhouettes. With ‘HOMEBIRD.EXE’ you can find the perfect cozy essentials that can accompany you in a life of total futuristic harmony.
HOMEBIRD.EXE | PLAYLIST
HOMEBIRD.EXE | MOOD
Credit 1 IG @yoshirotten 2 IG @chewystoll 3 IG @dressx 4 IG @ziiiciien 5 IG @dressx 6 iG @crushcollection 7 Simon Kampfer 8 IG @stellamccartney
HOMEBIRD.EXE | LOOKS
A.A. Spectrum Designer | AW21
LABELHOOD Designer | SS22
ZI II CI IEN Brand
Barbara Malewicz Influencer
HOMEBIRD.EXE | WORD BANK
Cocooned Comfort Pod Living
Layered Draping #MetaLife
Synthetic Materials
#DigiFuture Cozy Indoors
Home Comforts
VR = IRL
HOMEBIRD.EXE | KEY ITEMS: TOPS
1 Gigantic Graphic Print Long Sleeves 2 Soft Overlayed Digital Patterns 3 Fuzzy Cropped Silhouettes 4 Mesh Wrap Top Detail 5 Drop Shoulder Oversized Hooded Sweatshirt 6 Cropped Cutout Patterns 7 Bright Monochromatic Layering Pieces
HOMEBIRD.EXE | KEY ITEMS: KNITWEAR
1 Artful Crochet Detail Longline Sweater 2 Textured Knit with Oversized Sleeve Detail 3 Mohair Knit Cami Top 4 Extreme Fluffy Turtleneck Dress 5 One Sleeve Asymmetric Top with Tonal Pattern 6 XL Check Pattern Knit Jumper 7 Classic Stripe Detail in Pale Tones
HOMEBIRD.EXE | KEY ITEMS: BOTTOMS
1 Relaxed Oversized Crinkle Trousers in Vinyl Mesh 2 Loose Balloon Leg Trousers 3 Textured Crepe Flared Bottoms 4 High-Waisted Silhouettes 5 High Shine Digital Cargo in Calming Blue 6 Elevated Yoga Pants 7 Tactile Material Teddy Jogger Bottom
HOMEBIRD.EXE | KEY ITEMS: DENIM
1 Loose Fitting Flared Jeans in Stonewash Denim 2 Relaxed Pleat Denim Midi Skirt 3 Circle Cutout Detail 4 Pink Ombre Co-ord Denim Set 5 Deconstructed Fasten Detail 6 Bleach Washed Denim in Pure White 7 Oversized Light Stonewash Jacket
HOMEBIRD.EXE | KEY ITEMS: DRESSES
1 Tie Neck Detail Layered Tulle Dress 2 Pastel Second Skin Silhouette 3 Comfort Fit A Line Long Sleeve Dress 4 Knitted Maxi Jumper Dress 5 Lilac Feather Detail Mini 6 Glitter Detail Mini Dress 7 Relaxed Fit HIgh Neck Maxi
HOMEBIRD.EXE | KEY ITEMS: OUTERWEAR
1 Extreme Oversize Inflated Look Puffer 2 Clear Cropped Trucker Jacket 3 Drop Shoulder Vinyl Overcoat with Zip Detail 4 Teddy Borg Pocket Detail Coach Jacket 5 Back Zip Layering Piece 6 Boxy Cropped Puffer Jacket 7 Multi-Coloured Fur Coat
HOMEBIRD.EXE | KEY ITEMS: ACCESSORIES
1 Fringe Edge Scarf 2 Futuristic PVC Eyewear 3 Rectangular Relaxed Shoulder Bag with Fur Exterior 4 Organic Stitch Detail Canvas Tote 5 Padded Indoor Boots 6 Fluid Shaped Jewellery 7 The Puffer Scarf
HOMEBIRD.EXE | DESIGN DETAILS
1 Organic Finish Crochet Detailing 2 Spliced Pastels 3 Side Fasten Closure Skirt 4 Green Fur-Lined Aviator 5 Patched Mesh Knitting 6 Cropped Fur Coat 7 Tailored Vinyl Material 8 Tight Fitting High-Waist Detail
HOMEBIRD.EXE | SURFACES, PATTERNS & GRAPHICS
1 Bright Orange Corduroy 2 Digital Non-Material Textures 3 Mesh 4 Light linens 5 Treated, Coloured Denim 6 Breathable Woven Fabrics 7 Ombre Colour Transitions 8 Cutout Surfaces
HOMEBIRD.EXE | INFLUENCES
LABELHOOD Retailer
EDUARD EREMCHUK Architect
MAX MARA Brand
HOTEL PUERTA AMERICA Hotel
LABELHOOD is a Chinese fashion retailer and emerging designer support scheme, promoting a futurescape full of innovation and creativity.
Eduard Eremchuk is an architect and interior designer based in Moscow, Russia who responds to contemporary culture through his extremely surface and texture driven designs.
Max Mara is an Italian fashion company that has gained significant traction on social media platforms, specifically for their iconic oversized outerwear that has resonated with young people across the globe.
Hotel Puerta America is a hotel situated in Madrid, Spain. Its opulent neutral colours and fluid shapes create the perfect environment for ultimate relaxation.
GAME ON Trend Narrative
GAME ON Brief The subject of the ‘Game On’ forecast becomes Generation Betas’ digital persona. As we enter the metaverse and immerse ourselves in mind-puzzling technologies, we find ourselves amongst a community of digital innovators who connect with one another through their shared confidence, kindness and love for gaming and entertainment. The design aesthetic of the ‘Game On’ capsule takes elements of the past and makes it the future. The conflict of old and new allows us to tap into the realms of retro nostalgia in this highly futuristic environment. For Betas, the metaverse is their playground, so their ‘play clothes’ are reflective of the experiences they involve themselves in. Optimized comfort is key for the ‘Game On’ consumer which is mirrored in the second skin styles and technical fabrics of the forecast, hinting at an athleisure influence. We have the opportunity to tap into an updated grunge sensibility in this forecast and play around with some colour-blocking and graphic print. Additionally, distressed garments are completed with colourful details that bring in that optimism and brightness for our future consumer. ‘Game On’ is full of positivity and attitude with that rebellious edge. With a forecast like this, the future never looked so cool.
GAME ON | PLAYLIST
GAME ON | MOOD
Credit 1 IG @vatash 2 IG @genevievevandam 3 IG @dorainlegret 4 iG @milk 5 IG @sickymag 6 IG @lining.official 7 IG @waltervanbeirendonck 8 Unknown
GAME ON | LOOKS
MOSCHINO Designer | Pre-Fall 22
PIERRE-LOUIS AUVRAY Designer
IKEUCHI Hiroto Brand
Unknown
GAME ON | WORD BANK
#Old&New
Zero Judgement
Space Grunge
Fluid’N’Fun New Retro
Digifluencer #ReadySteadyPlay
#GamerGirl
Born Creatives
#MyPlayground
GAME ON | KEY ITEMS: TOPS
1 Second Skin Fitted Tops 2 Digital Print Clear Turtleneck 3 Graphic Print ¾ Sleeve T-Shirt 4 Layered Look Bra Top 5 Digital Distortion Button Up Shirt 6 Long Sleeve Cropped Silhouette 7 2-in-1 Long & Short Sleeved Top
GAME ON | KEY ITEMS: KNITWEAR
1 Abstract Face Print Knitted Poncho 2 Bleached Effect Longline Sweater 3 Horizontal Pattern Sleeve Detail 4 Coloured Rings Knit Trousers 5 Loose Knit Lightweight Mock-neck 6 Colour-blocked Sweater Vest 7 Spiral Pattern Jumper
GAME ON | KEY ITEMS: BOTTOMS
1 Electric Green Croc Print Mini Skirt 2 Bootcut Straight Leg Bottoms 3 Digital Print Detail 4 See-through Cargo Pant 5 Anti-fit Silhouette 6 Light Cotton Dungarees 7 Lettering Detail Shorts
GAME ON | KEY ITEMS: DENIM
1 Extreme Wide Leg Distressed Jeans 2 Coloured Frayed Edge Detail 3 Bleach Dye Straight Leg Bottoms 4 Photo Print Denim Trucker 5 Deconstructed Denim Jacket with Colour Inserts 6 Pierced Denim Detail 7 Painted Shapes
GAME ON | KEY ITEMS: DRESSES
1 White Graphic T-Shirt Dress 2 Fitted Mock-neck Dress in Code Print 3 Button Detail Holographic Satin Dress 4 Halter-Neck Mini 5 Tie-Front Two Piece 6 Ruched Skirt Fitted Dress 7 Drawstring Waist Jumpsuit
GAME ON | KEY ITEMS: OUTERWEAR
1 Reflective Trenchcoats 2 Grunge Leather Peacoats 3 Pocket Detail Two-Toned Lightweight Jacket 4 Longline Graphic Knit Coat 5 Classic Puffer Silhouette 6 Large Logos on Clear Material 7 Digital Distortion Zipped Fleece
GAME ON | KEY ITEMS: ACCESSORIES
1 Heavy Structured Platform Trainers 2 Vinyl Bucket Hats 3 Recycled Plastic Patched Rucksack 4 Resin Jewellery 5 Drawstring Shoulder Bags 6 Heavy Acrylic Chunky Chains 7 Holographic Totes
GAME ON | DESIGN DETAILS
1 Racer Jacket Inspiration 2 Inventive Zip Details 3 Multi-layered Necklines 4 Thick Strapped Mini Dress 5 Coloured Denim 6 Zip-Off Hood Detail 7 Layered Essentials 7 Multi-Purpose Utility Jackets
GAME ON | SURFACES, PATTERNS & GRAPHICS
1 Athleisure Textile Inspiration 2 Tonal Colour Prints 3 Digital Collage Work 4 Colour Explosion Spray Paint Detail 5 Metaverse Digital Print 6 Text in Retro-Futuristic Font 7 Geometric Cutout Surfaces 7 Rebellious Message Text Overlay
GAME ON | INFLUENCES
CLOUT COLLECTION CLOUTBrand COLLECTION Brand
CLOUT COLLECTION ZHUAIRUI2011 Brand Artist
Clout Collection is a Clout Collection is a brand made up
Clout Collection a ZHUAIRUI2011 is is a contemporary
by forward-thinking artists that use mood, feeling and energy as the subject to their disruptive fashion design.
artist who explores the digital realms and tailors abstract concepts to wearable shapes and designs.
CLOUT COLLECTION WILLOW Brand Musician Clout Collection is asuccessful WILLOW is a highly musician who has become an idol to many through her truthful lyrics and positive digital persona.
CLOUT COLLECTION IKEUCHI Hiroto Brand Artist Clout Collection IKEUCHI Hiroto isis anaartist based in Tokyo, Japan, renowned for exceptional high-tech, futuristic designs and modern accessories.
CONFORMITY Trend Narrative
CONFORMITY Brief In the third stage of our trend narrative we leave our manufactured realities behind, and enter the one that we face as we step outside into the world of 2050.’Conformity’ tells a story of an age where practicality and functionality become synonymous with dressing up. The outside world is damaged by our accelerated climate crisis so walking around in the wild simply becomes a battle with the elements. A utilitarian aesthetic is formed in this forecast, one that popularizes technical silhouettes and sculptural pieces for a future of dark dystopia. Multi-purpose and shape-shifting garments find their way into our wardrobes with The Cargo Dress and Extreme Wide Leg Parachute Trousers becoming the uniform for the young discoverers of 2050. The athleisure focus of ‘Game On’ travels across and amplifies in ‘Conformity’. There is a roughness to the mood that contrasts the utopian image created in the previous trend narratives. The ‘Conformity’ consumer strives to fit in amongst their peers, so fashion as a mode to self-express takes a back seat and dressing to conform steps into the limelight. Surface influences for this story are ones that document process and journeys. Colour leaks, spills, distressed textures hint at our time spent in the wild outdoors. Our garments become diaries of our adventures, showing our scars that we may have made along the way. Listen to the sounds of ‘Conformity’ and picture the world of dark futurism.
CONFORMITY | PLAYLIST
GAME ON | MOOD
Credit 1 IG @slamjam 2 IG @raeburn_design 3 IG @vernerpantonofficial 4 iG @blackartsviper 5 IG @vetements_official 6 Shawn Olson 7 IG @raeburn_design 8 Unknown
HOMEBIRD.EXE | LOOKS
SACAI Brand
MONCLER Brand
DAILY PAPER Brand
JOEY LABEIJA Musician
CONFORMITY | WORD BANK
3D Rendered Young Discoverers
Futuristic Layering
Space Grunge
#GearUp
Dark Futurism Engineered Adventures
Out In The Wild
Wrapped Up Technically Perfect
The Elements
HOMEBIRD.EXE | KEY ITEMS: TOPS
1 Harness Detail Utility Top 2 Integrated Face Coverings 3 Blueprints Short Sleeve T-Shirt 4 Metallic Finishes 5 Distressed Look Short Sleeve Shirt 6 Elevated Tank Tops 7 Slashed Layered Vest
HOMEBIRD.EXE | KEY ITEMS: KNITWEAR
1 3D Fabric Manipulations 2 Grey on Grey Knit Bottoms 3 Colour Waves Sweater 4 Mohair Layering Piece 5 Thick-Knit Pocket Detail Jumper 6 Abstract Landscape Knit Top 7 Colour Leak Knit Sweater
HOMEBIRD.EXE | KEY ITEMS: BOTTOMS
1 Two-Toned Parachute Trousers 2 Cargo Mini Shorts 3 Tie Detail High Shine Bottoms 4 Organic, String Embellished Slouchy Bottoms 5 Ruched Technical Wide-Leg Pants 6 Pocket Detail Bermuda Shorts 7 Drop-Crotch Silhouettes
HOMEBIRD.EXE | KEY ITEMS: DENIM
1 DIY Bleach Treatments 2 Velcro Shape-Shifting Jeans 3 Elevated ZIp-Up Hooded Jacket 4 Ink Stain Jeans 5 Black Denim Jacket with Saturation Bleach Detail 6 Reinvented Stitching Detail 7 Heat-Lamp Inspired Graphic Print Jeans
HOMEBIRD.EXE | KEY ITEMS: DRESSES
1 Knit Sleeveless Sweater Dress 2 The Cargo Dress 3 Boxy Fit Mini Dress 4 Technical Silhouettes 5 Leather Biker Dress 6 Hooded Split-Hem Styles 7 Sculptural Raincoat Inspiration
HOMEBIRD.EXE | KEY ITEMS: OUTERWEAR
1 Zip-Front Cropped Puffer 2 Multi-Layered Longline Coat 3 Hooded Pullover Jacket 4 Pocket Detail Utility Coat 5 Graphic Print Peacoat 6 Dramatic Collar 90s Sports Jacket 7 Drawstring Sleeve Inspiration
HOMEBIRD.EXE | KEY ITEMS: ACCESSORIES
1 Sci-Fi Inspired Eyewear 2 Boots with Functional Strap Detail 3 The Utility Belt 4 Denim Face Covering 5 Multi-Functional Nylon Vest 6 Ink Splatter Bandana 7 Silver-Toned Jewellery
HOMEBIRD.EXE | DESIGN DETAILS
1 Micro Logos 2 Slashed & Patched Details 3 Tight-Fitting Halterneck 4 Heightened Functionality 5 Deconstructed Outerwear 6 Built-In Storage 7 Updated Zipped Pockets 8 Belted Trenchcoat Detail
HOMEBIRD.EXE | SURFACES, PATTERNS & GRAPHICS
1 Gigantic Graphic Print Long Sleeves 2 Abstract Nature Prints 3 Dark Colour-Blocking 4 Scribbled, Scratched Surface Imitations 5 Gathered Nylons 6 Structured Thermal Fabrics 7 Transparent Fabrications 7 Reflective Surfaces
HOMEBIRD.EXE | INFLUENCES
Christopher Raeburn Designer
Takahiromiyashita The Soloist
Christopher Raeburn is known for his ability to transform deadstock materials into fashion design that is truly forward-thinking.
Brand
SLAM JAM Retailer
Regan Walker Influencer
Takahiromiyashita The Soloist is a fashion label that has redefined avant garde menswear for its cult following. Their focus on utility dressing is key in their designs.
SLAM JAM is a fashion, culture and music platform that places streetwear in a contemporary space for its mostly Generation Z audience.
Regan Walker is an Instagram influencer who often styles utilitarian designs with daily essentials, supplying his large following with endless inspiration.