MEGATREND S/S 2013 INDUSTRY, THEORY & PRACTICE Sarah Comunale
ARE WE DANCERS?
TREND BALLET inspired looks overtook the runways in 2011 && 2012. Dance inspired silhouettes of structured tops and flowing bottoms were paired with soft colors. The trend appeals to consumers who are looking to embrace their and the freedom of movement based on dance.
DRIVERS MANIFESTATIONS &&
CONSUMERS in 2011 and 2012 have been searching for movement and freedom. They are looking to escape from the expectations of society and the stiffness of the politics around them. Ballet-inspired collections play on the need to feel free and the need for comfort meanwhile remaining extremely feminine. It’s not just in fashion that ballet is taking over. Pop culture always embraced the movement of dance in film. The film “The Black Swan” is a manifestation of the fascination with ballet.
STYLE & COLOR CREAM SICKLE
STUDIO FLOOR
DUSTED RED PLEAY PINK COLOR in the ballet-inspired trends are soft and muted to embrace the simplicity and the movement of the garment. Softened cremes, oranges, pinks, greens, and grey are all featured in the garments. STYLES in this trend are flowing and have lots of movement. Many garments are fitted at the waist, but then expand into flowing skirts in lengths that range from minis to tea-length. The tops of the garments provide coverage, but still have subtle sexuality in the necklines and bare arms.
SOFT MINT
MODERN LOVE
Come 2013, consumers are going to be looking for an escape. They will find this escape in the “Modern Love” trend. A trend that is inspired by fairy-tales and si given a modern edge in it’s construction and silhouttes.
DRIVERS COMING off of the ballet-inspired trends of 2011 and 2012, consumers are holding onto the romance and movement of the trend. Designers are embracing the romance of fairy-tales. Consumers are looking for garments that enhance their figure in a way that does not make them obscene. Comfort is key for women in 2013; They are looking for garments that are in soft materials and do not weigh them down. Fairy-tale romance inspired garments give the consumer the comfort of flowing garments, the romance of femininity, and the luxe quality of construction.
MANIFESTATIONS FAIRY-TALES are taking over pop culture. Movies, such as “Snow White”, and TV shows, like “Once Upon A Time”, are entering into a magical different world. People are flocking to watch these films and shows because they provide an escape from the real world. This genre of media is also appealing because people are identifying with the hidden dark side of the stories. People are looking for the dark side in politics, economics, and religion so the storied give them validation.
STYLE & COLOR PIXIE DUST
BEWITCHING HOUR
DUSK HOMESTEAD COLOR in the fairy-tale inspired trends are soft and muted to embrace the simplicity and the movement of the garment. Magic comes into color choices in the variety of hues that are being used. Softened blues, pinks, greens, browns, and grey are all featured in the garments. STYLES in this trend are flowing and have lots of movement. Like the ballet-inspired trends, everything is very flowing. Fairy-tale garments are being modernized by including more structure at the waist, shoulders, or hips.
MORNING DEW
FABRIC FABRICS are key to fairytake inspired collections. Designers are looking for materials that show movement, imply an underlying darkness, and that are comfortable. Materials such as chiffon, tulle, and silks illustrate the desires of the consumers as well as create beautiful garments that give a feel of romance and darkness.
BACK TO BASICS
In 2013, the consumer will be searching for simplicity. The “Back to Basics” trend gives them the simplicity they desire in construction and color of the garments. “Back to Basics” is a minimalist inspired trend.
DRIVERS WOMEN are looking for clean lines and structure in 2013. Coming off of 2011 and 2012, they’re holding onto the simple, soft color palette but reacting to the lack of structure by calling for more. The drama and muddled government is driving consumers to look for clean lines in other aspects of their lives.
MANIFESTATIONS Minimalism is taking over other aspects of the art world. Architecture is embracing clean lines and simple color palettes. The MIMA Architects firm is prime example of a group of architects who are keeping things clean and simple. Industrial design is also moving toward minimalism. The designer Minimalissimo designs simple furniture in whites and greys that focus on function and avoid excess flounce.
STYLE & COLOR CLEAN SLATE
HOODED
GOODNIGHT
MIDDAY GREY
COLOR in the miminalist-inspired trends stick to the basics. Colors are simple and come from the same family. Shades of greys are key to this trend. Greys saturated to the point of being white and greys darkened to near black give the structured, yet simple garments a clean feel. STYLES in this trend are simple. Removed is the flounce of the balletinspired looks. Lines are clean and garments have a structure that is strong, but does not overpower the wearer.
NOT SO PURE
FABRIC FABRIC choices help designers get a clean, simple feel in their garments. Natural fabrics reflect the desire of consumers to avoid drama and excess. Fabrics that have pain weaves will help to keep the clean lines. Twills also give the minimalist feel.
WALK LIKE A MAN
Female consumers are looking to gain a masculine edge in 2013. “Walk Like a Man� is a menswear inspired trend that gives them that edge. Tailoring and materials that are traditionally used in menswear make up the trend.
DRIVERS Consumers are intrigued by androgenous things. Woman are taking on traditional male roles in the home and in the business world. Women are now embracing traditional men’s fashion. Menswear-inspired fashion is partially reaction to the ultra-feminine ballet-inspired looks of 2011 and 2012. The same subdued colors are seen in both trends, but the silhouettes materials are taking a more masculine turn.
MANIFESTATIONS INDUSTRIAL design is taking a turn towards masculine silhouettes and materials right now. Leather, rugged looking chairs are popping up in furniture stores such as Arhaus Furniture. Many furniture pieces have a masculine edge in the materials used and the colors selected.
STYLE & COLOR SOFT LEATHER
SEAFARER
AGED
LADY OLIVE
DUSTED ROSE
NEW WHITE
COLOR in the menswear-inspired trend is very subdued. Women are going to be wearing colors that are traditionally featured in menswear such as beige, olive, tan, and blueish greys. Pops of warm colors like coral give the masculine look a softer feel. STYLES in this trend are take from traditional menswear. Structured blouses are covered with jackets that are not form fitting. Straight legged bottoms help to give women a more masculine look.
FABRIC MENSWEAR inspired collections will be borrowing fabrics from traditional menswear. Leathers and tweed are being embraced by designers who are looking to give their garments a masculine edge. Natural fabrics with a simple weave can also have a masculine feel that is good for this trend.
Trend sources: http://www.fashionising.com/trends/b--see-through-clothes-sheer-fashion-953.html http://www.fashionising.com/trends/b--2012-fashion-trends-6819.html http://www.wgsn.com.proxy.libraries.uc.edu/content/report/Think_Tank/2010/August/ consumer_forecast2012.html http://www.wgsn.com.proxy.libraries.uc.edu/content/report/Think_Tank/2011/June/consumer_forecast20130.html http://www.wgsn.com.proxy.libraries.uc.edu/content/report/Creative_Direction/Autumn_Winter_2013_14/Apparel-Forecast/aw13_14_fashion_forecast/21st_century_romance.html http://www.wgsn.com.proxy.libraries.uc.edu/content/report/Creative_Direction/Spring_ Summer_2013/ss13_colour_direction.html http://www.wgsn.com.proxy.libraries.uc.edu/content/report/Creative_Direction/Spring_ Summer_2013/ss13_colour_direction/mystical.html http://frockon.com/2012/01/18/springsummer-official-2012-trends/ http://gill-hart.suite101.com/emerging-autumn-winter-20112012-fashion-trendsa350657 http://gill-hart.suite101.com/preview-of-autumn-winter-20112012-fashion-trends-
SOURCES
Image sources http://www.teenvogue.com/style/trend/ trendspotting/2011/02/spring-runwaytrend-ballet-inspired#slide=1 http://www.dfashionidea.com/jil-sanderfallwinter-2012-2013-women.html http://thebestfashionblog.com/womens-fashion/donna-karan-fall-winter2012-2013-new-york-fashion-week http://tumbr.com/ http://pinterest.com/