Fashion Communication & Promotion - Trend Report

TREND REPORT REBECCA WOOKEY

THE CONTENTS OF THIS REPORT

SPORTSWEAR TRENDS NEW EXPOSURE <6.9> RUN IT ALL DAY <10.13> JUMP RIGHT IN <14.17>

PRINT & GRAPHIC TRENDS GRANDMA’S CURTAINS <20.23> SAYS IT ALL <24.27> NIGHT VISION <28.31>

VISUAL MERCHANDISING TRENDS PINK² <34.37> BUZZKILL <38.41> INSIDE OUT <42.45>

REFERENCING

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SPORTSWEAR TRENDS

“A PEEK OF THE OBLIQUES, A SLIVER OF TAUGHT ABDOMEN...THERE’S NO DENYING THAT SKIN IS, WELL, IN.” -Vogue

Inspired by futurism and asymmetric patterns, New Exposure is the base for women that want to minimalise their workout aesthetic. With Scuba, Lycra and Mesh forming the basis of this free-flowing trend, it allows women to expose the skin in a sexy but yet comfortable way.

Origins of the trend can be found with architecturers similar to Zara Hadid, whom are known for their futuristic, sleek style. Hadid’s designs for the Guangzhou Opera House in China and the the 2022 FIFA world cup stadium, Qatar, showcase this modern, forward thinking design.

NEW EXPOSURE

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Fig 1.

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COLOUR PALETTE The colours chosen for the ‘New Exposure’ trend reflect the main aspects seen. A key example of this is ‘Flesh’, as the focal aspect of the trend is exposing skin through the cut outs in the clothing. Other colours such as ‘Sliced’ represent the ways in which this can be achieved. Naming the colour ‘Hidden’ encompass the use of clothing to create contrast between the skin and the sportswear. In hiding sections of the skin, the designer is able to develop three-dimensional designs, due to the depth difference created by the contrast of skin and material.

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Running shoes as a current, all purpose sneakers represents the modern obsession with fitness and a healthy lifestyle. Running shoes allow an individual to portray themselves as an active person, in the modern, social media, Instagram fitness age.

Recently the social media world has seen a raise in a health trend in general, running shoes provide the perfect transition for this health driven lifestyle to be combined with fashion and style.

As well as the style opportunities associated with running shoes, they provide the perfect levels of comfort and support, providing a practical element.

RUN IT ALL DAY

One of the best examples of this trend can be seen within the rise of Adidas Boost trainers.

Technology which has been incorporated into the biggest fashion shoes of the year, Kanye Westâ&#x20AC;&#x2122;s Yeezyâ&#x20AC;&#x2122;s.

Fig 2.

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COLOUR PALETTE For this trend, the colour palette was focused around the different colours associated with running shoes, both bright, bold statement colours, and more muted, classical colours, suitable for everyday where.

Examples of these different approaches to running shoes can be seen between both ‘Blistered’ and ‘Track Day’. One representing the bright, attention drawing colour of an outgoing, modern individual, the other, ‘Track Day’ represents a more everyday, easily warn colour, which could be paired with any outfit.

A key aspect of this trend.

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The active Jumpsuit is a progression from the well known, more formal counterpart. Formal jumpsuits are known for their slimming looks and easy outfit building capabilities, the sports versions take this to another level with skin level contouring of the body and whole workout outfits in one item.

Jumpsuits, while stylish, also provide a practical element in their ability to easily be changed in and out of, due to their singular design. This is particularly important for women on the go, who are only required to remember one key item of clothing, instead of taking a whole workout outfit with them.

JUMP RIGHT IN

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Fig 3.

This colour pallet represents the modern sports jumpsuit, incorporating many simple, neutral, and conservative colours. Many of the jumpsuits on the market lack the bold daring colours that can be seen in other trends such as ‘Run it all day’. These subtle yet stylish colours are designed to target the consumers, whose key desires are concealment, and convenience.

A key example of these standard colourings is ‘Run up’ a classic dark navy approach. Like ‘New exposure’ a level of contrast is created using cut-outs, making colours such as ‘All in One’ important, representing skin tones.

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PRINT & GRAPHIC TRENDS

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As florals emerge again this season, historical prints and grandma-inspired florals are given a new lease of life.

For the eccentric individual that wishes to make a bold statement, these extreme scale prints combine repetitive, elegant floral designs, often hand-painted with a loose line and unfinished to create raw, artistic quality to the design.

Often making the print feel more personal.

This is also an extension of the reoccurring vintage trend. With outdated micro floral patterns and a softened colour palette, ‘Grandma’s Curtains’ is always a good base for a bold statement look.

GRANDMA’S CURTAINS

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Fig 4.

A varied colour palette is key to the ‘Grandma’s Curtains’ trend, allowing the consumer to experiment with different colour tones, according to how garish they want their overall outfit to be.

Vulgar colours that clash when together almost add an extra way to create a bold statement with these small ditsy prints. These colours were also popular in the 50’s, there-by linking with the vintage aspects of this trend. Colours such as ‘Dorothy’, seen worn by the image below the swatch, taken from fashion week autumn/winter 17/18 , can be a useful way to experiment with tones.

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COLOUR PALETTE

‘Says it all’ is a modern, political twist of the classical slogan T. Slogan Ts have always been an easy, bold way of making a statement, but very rarely were they of a political nature. With the rise of social media sites such as Instagram, bold feminism is a hallmark of many women today.

This rise is bold. Strong feminism is characterised by this trend, with highly politicised and in some cases, controversial statements being written as boldly as possible.

These T-Shirts also come in retaliation of current political climates such as the election of US President, Donald Trump, using a twist on his now famous saying ‘Grab her by the pussy’. this provides an outlet for political statement and protest that many women see as vital in their struggle.

SAYS IT ALL

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COLOUR PALETTE The colour palette for most slogan Ts focuses on monotone colours, so that the focus is not on the design or colour of the shirt, but the message it is trying to convey.

Colours such as ‘Riot’ and ‘Bold’ provide this perfect monotone contrast, making a statement easily visible, legible, and clear, putting all focus on the politics of the garment.

Alternative colours such as ‘Statement’ allow others to portray their message in more casual manners.

In many cases, the statement T is combined with alternative bold colours which allows the consumer to pair their more neutral tops with full outfits, developing their style to more than just the words, without subtracting their meaning.

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With gritty textures and oil-dipped floral, the â&#x20AC;&#x2DC;Night Visionâ&#x20AC;&#x2122; trend is a development of camouflage, making it suitable for the concrete jungle and its explorers.

The pattern uses darkness and deep colouring to submerge itself in its surroundings.

Blurry and hectic patterning distorts the silhouette of the garments in its night-time surrounding by braking up standard shapes.

This is not only editing the consumers figure in a slimming manor, as seen with traditional garments, it is distorting their figure entirely.

This is a modern take on a very traditional use of dark colouring, to shape the body.

NIGHT VISION

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Dirty, gritty greens form the base of the ‘Night Vision’ trend, allowing the consumer to continue wearing their mossy, camouflaged palette, essential for the autumn/winter months; but in a different, more complex form.

Colours such as ‘Hidden’ and ‘Jungle’ tone well together, allowing the consumer to easily pull an outfit together using similar shades.

‘Curfew’ is a take on the newly raised concrete jungle, adding the modern age to this colour palette.

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COLOUR PALETTE

VISUAL MERCHANDISING TRENDS

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‘Pink is influenced by the growing demand consumers have for technology and how it is increasingly being adapted into a everyday lifestyle. This is resulting into the convergence between what is real and what is virtual.

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For ‘Pink to be visualised in a stores visual merchandising, a new style has emerged, offering a bridge between maximalism and minimalism. Materials used are luxurious, adding a classic style, however the colours are offbeat, adding a sleek but subtly retro vibe.

Inspiration can be found within the architecture in The Tectonics of Transparency

by Cristina Parreño. This is a self-supporting façade, which explores the relationship between formal design and spatial perception.

In addition to this, Noortje Knulst’s Sold Out series comprises abstract shapes, forms and a mix of luxe and lo-fi materials.

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PINK

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The ‘Pink colour palette needs to incorporate a balance between maximalism and minimalism. ‘Oculus’ and ‘Immersion’ both represent the luxurious component of the trend, whilst ‘Simulation’ adds the depth and contrast.

Metals is feminine shades such as rose gold and copper are added to the trend to gain texture to the palette.

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“BEYOND ITS SEDUCTIVE QUALITIES, THE ARTISTRY AND SKILL REQUIRED TO CREATE NEON WORKS – THE BENDING OF TUBES BY HAND INTO SINUOUS LETTERS AND FORMS – ARE ALSO EXPERIENCING A RESURGENT APPRECIATION” -Vogue

Taking inspiration from famous city landmarks, neon lighting adds a cosmopolitan touch to any space.

Combining contemporary opinions on current affairs can be the controversial touch to any space, empowering consumers to speak their mind. This also allows brands to develop their tone of voice and connect with their consumers.

Studies have also shown that the artistry that goes into making these neon tubes is what attracts the consumer.

Inspiration can also be linked to a disconnected reality and an alternative lifestyle, seen in films such as LaLa Land (2017).

BUZZKILL

The ‘Buzzkill’ tend can be nothing but bold, attracting the consumer to any store; neon lighting is placed there to do nothing but make a statement.

The colour palette therefore reflects this with bold colours such as ‘Tokyo’ and ‘New York’.

Brands who are opting for a more cosmopolitan feel, can use more monotone colours. If brands are wanting to make a political statement however, they may decide a colour to represent this, for example, many feminist motivational quotes are in pink.

These colours take inspiration from the bright and colourful cities they originated from, such as New York, Las Vegas and Tokyo.

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Inside Out is the use of nature in interior design, most notably plants and foliage to create 3D patterns and to develop colours. This trend has risen within the current health and environmental focus that many young individuals see as core personality traits.

As well as being visually pleasing, the use of plants also has many heath benefits. Park and Mattson (2008) found a connection between plants and reduced need for pain medication, and were less anxious and tired. The human connection with nature has been long standing, and this trend demonstrates the human desire to get back to nature, instead of the Concrete cold world many of us live in.

INSIDE OUT

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As expected, the colour palette for ‘Inside Out’ focuses heavily on natural colours and variations of green. ‘Ozone’ and ‘Earthed’ are prime examples of this.

‘Tree Trunk’ goes on to represent the common pairing of inside plating with wood planks and decorations, representing the full aspect of nature being brought inside for decoration.

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REFERENCING (IMAGES) FIG 1

Image taken from Oysho Online Editorial (2016)

FIG 2

Image taken from Adidas Online Editorial (2016)

FIG 3

Image taken from WGSN (Key Items A/W 17/18: Womenâ&#x20AC;&#x2122;s Activewear)

FIG 4

Image taken from Mulberry Online Editorials (2016)

FIG 5

Image taken from WGSN (Street Style A/W 16/17)

FIG 6

Image taken from WGSN (Street Style A/W 16/17)

FIG 7

Image taken from WGSN (Street Style A/W 16/17)

FIG 8

Image taken from WGSN (Street Style A/W 16/17)

FIG 9

Image taken from WGSN (Men’s Prints & Graphics A/W 17/18: City Stealth – Nocturne)

FIG 10

Image taken from WGSN (Visual Merchandising Forecast A/W 17/18: INfusion)

FIG 11

Image taken from WGSN (Visual Merchandising Forecast A/W 17/18: INfusion)

FIG 12

Image taken from Pinterest (2017)

FIG 13

Image taken from WGSN (VM & Display Show 2017 – Trend Analysis)

ALL MOOD BOARDS WERE CREATED MYSELF

REBECCA WOOKEY