NYH NOT YET HAPPENED
A/W 2014
CONTENTS
16
1
2
Days of Heaven
3
4 8
Brick by Brick
Botanical Affair
5
Up in Lights
Endeavor
I Shot the Serif
Growing Up Falling Down
Ctrl+V
9
Teddy Picker
10
7
Between the Lines
Sidewalk Sports
Longevity
11
12
Botanical Affair
Botanical Affair We are seeing an influx in botanical influences and floristry across the fashion spectrum. Retail outlets, from high-street to luxury fashion stores, are responding to this trend and engaging their visual merchandising accordingly. With an increased longing amongst young adults to travel and explore the world, this trend brings enchanting outdoor elements into the retail space; it also coincides with the populations’ increased awareness of fashion ethics and consumption, which a more transparent fashion industry has brought about. They say the future is green‌
PISTACHIO EXPRESSO LAVENDER PEACH MELBA PEACH MELBA
Brick by Brick
Brick by Brick Following on from a period whereby consumers wanted super-sleek and highly polished retail experiences, we are now reverting back to basics. Exposed walls, beams, wires, lights: we want them all. The desire for this faux-shabby trend reveals the nostalgic tendencies of the consumer, whilst removing any hints of pretense. And the trend doesn’t just exist in fashion; on-trend restaurants and bars are increasingly adapting this aesthetic too.
FROSTED GLASS RED BRICK TEAL DEPTHS CAMEL BEIGE STONEWASH
Up in Lights
Up in Lights We are constantly seeing an increase in neon and laser lighting within a creative context; whether it be on the catwalk, within a retail store or in an editorial shoot. Taking inspiration from lighting brands such as God’s Own Junkyard, exposed lighting and and featuring words and abstract shapes are starting to feature more inside people’s home interiors. Furthermore, this is seeping into fashion trends, with neon colours and patterns projected onto fabric to create a glittering an whimsical effect.
CHERRY RED IVORY INVITATION FUCHSIA BLEND CYAN LIME
Days of Heaven
Days of Heaven Embracing the outdoors and seeking cultural adventure, designers are adopting folk and mythical prints as they follow the consumer culture that are hitting the road to explore and experience new cultures once more. Woven knits and autumnal colours strongly transcend into upcoming collections and looking back at films such as Days of Heaven by Terrence Malick, aesthetics are drawing upon the beauty of our natural world. Cosy fleece and toweling materials combined with fresh updates of the traditional folk pattern are integrating traditional cultures and folklore into today’s society.
WOVEN HAZEL TOASTED BLANKET FLAMING RUBY SINGED HORIZON FALLEN TEMPTATION
Growing Up Falling Down
Growing Up Falling Down What will the youth of today be remembered for? Living only for money and power, some may say. This ambition for ‘better’ marks the rebuilding of the teenager. University tuition fees of up to £9,000 did not deter 495,596 students from entering full-time higher education in 2013, a 6.7% rise over 2012. Designer Gosha Rubchinskiy explores the paradoxical conformity and rebellion of youth subcultures, whilst rap artists like Shay D flips rap on its head, exploring political and economic elements through her music. In the words of Sam Cooke, a change is gonna come.
THUNDERSTORM BLUE LAGOON BLUSH BANANA SPLIT LUSTFUL
Endeavor
Endeavor Embracing the outdoors and seeking cultural adventure, designers are adopting folk and mythical prints as they follow the consumer culture that are hitting the road to explore and experience new cultures once more. Woven knits and autumnal colours strongly transcend into upcoming collections and looking back at films such as Days of Heaven by Terrence Malick, aesthetics are drawing upon the beauty of our natural world. Cosy fleece and toweling materials combined with fresh updates of the traditional folk pattern are integrating traditional cultures and folklore into today’s society.
DEEP TEAL WARM COCO PEACH PASTEL VERT HIDDEN LAVENDER
Between the Lines
Between the Lines With graphic designers such as David Carson and Neville Brody strongly influencing typography and graphic prints, deconstructed typography is becoming a prevalent trend. With consumers being more prepared to spend longer digesting information, the composition of letters and words can be experimentally placed, drawing the audience’s attention into the detailing of the print and phrasing. Designers such as Richard Nicoll are displaying such methods of typography in their collections and many posters and advertisements, too, are adopting this trend.
HIDDEN DEPTHS SUNKEN FOREST DUCK EGG BLUE BELOW THE SURFACE SALMON PINK
I Shot the Serif
I Shot the Serif Typography continues to be a strong look, particularly in menswear, with the re-birth of classic fonts such as Helvetica. This has had the added twist of using play on words within such text. Motifs such as “Ballin Paris” (referring to Balmain Paris) are popular amongst the street wear scene, making the trend predominantly youth-centered. This exhibits the increasing popularity in informality within clothing, appealing to those that don’t take themselves too seriously.
Ctrl + V
Ctrl + V In a time where we are oscillating between the highly advanced digital era whilst still looking back at analogue with fondness, we are seeing an influx of digital prints, working with glitch art and digital collages. These collages are taking a more precise direction, overlaying graphics and images in a more structured way. Old album covers such as Smooth Nights by Miami Vice have inspired the colours that encapsulate this aesthetic visually. Prints are becoming more vibrant as colours are becoming more saturated, integrating warped images with retro images.
BEAUTIFUL DAY CANDY FLOSS PINK GLITCH SOLERO PURPLE RAIN
Sidewalk Sports
Sidewalk Sports Despite the fact that sportswear has always been a trend that is consistently incorporated into menswear and womenswear trends, it is taking a more high-fashion approach with cleaner cuts and a heavy monochrome theme. The line between sportswear actually being sportswear and it being a fashion trend is becoming increasingly thin as the youth of today embrace the sports trend naturally within their street style. Brands such as Marc Jacobs have been heavily influenced by street and by sport, creating a fresh approach to sportswear with bright graphics and inventive materials.
VIBRANT MINT SLATE GREY POSTBOX AQUAMARINE DARK NIGHT
Longevity HARSH CONDITIONS OF EVERYDAY LIFE
Longevity Following an economic crisis, consumers are now looking for more durable and tough materials that will provide them with longer-lasting clothing. Clothing is more functional and adapts to the consumer culture that want to save money and save the world. In having clothes that last longer and age beautifully, consumers are turning their backs on mass production and fast-fashion and looking ahead to spending thoughtfully. Heavy-duty tarpaulin and tough leathers are creating strong silhouettes with clean cuts that put practicality at the forefront of design.
SKY MACCHIATO STORM STONE MUDDY WATER
Teddy Picker
Teddy Picker We are seeing the return of the rockabilly. The trend features a slim-fitting and elongated rockabilly rodeo look, combined with 80s rock-band references, like the Sex Pistols, and the 1950s Teddy boy tailored silhouettes. With a beautiful abundance of sleek and contemporary fabrics, colour accents and geometric paneling, it’s no wonder that Hedi Slimane pushed Saint Laurent’s AW’14 collection in this direction.
BURGUNDY BLITZ FLAMINGO PINK TRUE BLUE SAPPHIRE CEMENT
APPENDIX NOT YET HAPPENED Trend Document
We have aimed our trend document at people interested in creative direction. This could be visual merchandisers, marketers or stylists. To stay in keeping with this, we have kept out trend document very creative and centered around the context of the trends rather than actual fashion designs and clothing themselves. We have designed our trend document ourselves and have called out trend forecasting company NOT YET HAPPENED.
NYH AW14
IMAGE REFERENCES