Figure 1
Figure 2
re 3 Figu
My extensive research on the areas of gender, politics, pop culture and fashion helped me come to the conclusion of what would be a trend in 2025. Due to progression in the world by Generation Z and Millennials, I predict gender fluidity and the idea of authenticity will be more accepted. I ultimately believe that in 2019 we have already made steps towards this however more in womenswear rather than menswear. I predict in 2025 the luxury market will continue to blur the line between the two sexes in order to be inclusive of all genders in the spectrum. The case studies and analysis presented formerly in the forecast help to convey how the world is already becoming more accepting of gender fluidity and is making changes to accommodate more than those who identify as cisgender. Not only this but the world is also making changes with sustainability and I believe no matter what the trend is this is important and should be an underlying factor, so I have also included this in my forecast.
Figure 4
I decided to call my trend Metamorphosis as it means any complete change in appearance, character, circumstances, etc (Metamorphosis, no date). I believe this perfectly encapsulates the essence of my forecasted trend as it is all about changing the way the fashion industry labels its clothing and the change in attitudes in menswear.
Due to the market level being luxury I believe that the demographic for my trend, Metamorphosis, would be in the age range 16-35 and would be either a millennial or a member of generation z. I have chosen the menswear market so, therefore, my demographic would be males however my trend blurs the line between the two sexes to support the idea of a gender spectrum. They would have to have a high disposable income, therefore, would have to earn around ÂŁ100,000 plus however the members of the demographic that do not earn this amount of money could invest in items from the luxury market as they want to buy into the lifestyle. They would be middle or upper class and most likely located in the city. They would also have to be educated in social and political matters as they would have to be more accepting and understanding of controversial ideas.
Figure 5
Figure 6
Taking into account psychographics I believe the demographic would be conscious of the digital age and the world around them, using their in-depth understanding of social media to self-educate on world matters such as climate change and Brexit. The demographic would also be more understanding due to this as they would be educated on social matters. They would also have more left-wing opinions and most likely involved in or aware of activism. They would also be secure enough in their sexuality to show emotional depth.
The trend would be a megatrend as it would have a lasting effect on the fashion industry as it would be the catalyst for change in the way in which we gender clothes. In actuality clothes, fabrics and colours do not have genders, which is defined as “either the male or female division of a species, especially as differentiated by social and cultural roles and behaviour” or “a similar category of human beings that is outside the male/female binary classification and is based on the individual's personal awareness or identity” (Gender, no date). I believe this trend will change the fashion industry for good and make people feel more included in the fashion world which helps people to express themselves.
Figure 7
From my case studies, I have concluded that Metamorphosis has bubbled up from streetwear, television and red-carpet events. This is due to the fact gender fluidity is prominent on social media and is being more represented in mainstream media but however, it is still not treated as the norm. In 2025 this trend will help to amplify the movement towards gender fluidity becoming more widespread and accepted.
Figure 8
METAMORPHOSIS Palette 2025
Metamorphosis explores the vulnerability and femininity of men, the idea of gender fluidity and going back to basics. This multitude of themes inspires a palette that is versatile and contrasts. The colours range from the simplistic colours of basics to comforting muted colours to colours stereotypical of femininity. The simplistic shades such as white, black and denim blue are based on this idea of going back to the basics, the muted tones such as sage, lavender and coffee link to men’s new projection of vulnerability and the colours of femininity such as blush, peach and powder blue link to the idea that males are becoming more in touch and less afraid of their feminine attributes. Although I have predicted these colours for the trend, I believe the palette used in luxury clothes shouldn’t be restricted to just these as Metamorphosis is ultimately about authenticity and self-expression.
The New Basic Euphoric
Artthrob
Vulnerability
Figure 9
Figure 10
69 AW15
THE NEW BASIC
Figure 11
In 2025, we will be going back to the basics however changing the way in which they are created. Basics will no longer be designed differently for males and females in order to create a sense of inclusivity for those who fall outside of the binary. Tear up the rulebook on gender fashion. Embrace the idea of customisation and styling to help give the clothes feminine or masculine attributes instead of tailoring them to the ‘ideal’ figure of a man or woman. The New Basic would also become timeless as it is so adaptable and classic at the same time. Focus on the quality of garments and the carbon footprint in which it carries. Use fabrics made from bamboo, nettle and pineapple skin as natural alternatives to synthetic fibres.
@aidanalexander
Collusion
Figure 13
Figure 12
Figure 15 Bethnals
Figure 14
One DNA
Telfar Spring ‘19
Toogood
Figure 16
Figure 17
Figure 18
Figure 19
One DNA Harry Styles
Troye Sivan
Palomo Spain
Figure 20
ARTTHROB
Figure 21
Inspired by writer Anne T. Donahue and the terms living embodiment TimothĂŠe Chalamet, Artthrob will be the new fashion that attracts attention, regardless of gender.
Palomo Spain NYFWM
Use florals, typically feminine colours and silhouettes to convey this idea of men being in touch with femininity. Flowers could be encapsulated in fabric like Regina Weber’s work, who trapped pressed flowers into silicone. Stereotypical masculine occasion wear turned dramatically feminine by pattern, colour, embroidery and other embellishments such as bows, sequins and crystals. Fabric would also play a part in this with see-through fabrics that expose the body being utilised and silk which clings to the figure.
Teeth Magazine
Much like how women reinvented masculine tailoring for themselves in 2020, men will reinvent feminine tailoring with oversized sleeves, ruffles and skirts being contrasted by harsh hardware and shoes such as combat boots and trainers.
Figure 23
EUPHORIC Figure 22
Embrace queerness, sexuality and subtle flamboyance much like the fashions in American TV drama Euphoria. Much like underwear as outerwear is a prominent trend for women, crinkled pleats, soft ruching, lace inserts and mesh will help to translate this trend to menswear in a less abrupt way. Utilise makeup for self-expression, experimenting with colours, glitter and abstract shapes while also straying from the idea that makeup is just for women. Inspired by the likes of Ezra Miller and Cody Fern at red carpet events. Euphoric would also draw from the idea of camp, the theme of the 2019 Met Gala which was inspired by Susan Sontag’s Notes on ‘Camp’ essay, that Harry Styles perfectly encapsulated in its simplest form with his garment neither being feminine or masculine. Use cascading silhouettes and tulle for that ‘feminine’ touch.
@reeceking_
@yufiend
Figure 25
Figure 24
Milk Makeup
Figure 27
Euphoria
Figure 26
Peter DeVito
Matheus Katayama
Figure 29 Figure 30
Figure 28
Troye Sivan Bloke by Adriano B. Figure 31
Peter DeVito
Mémoire d’une Odeur Fragrance
Figure 32
Figure 33
VULNERABILITY With men being encouraged to show more emotion and to be more open the luxury market will respond to this by creating pieces that embody this.
Moses Gauntlett Cheng AW15
Deconstructed garments create a sense of exposure and dishevelment with rips, holes and fraying conveying an openness yet fragility which one often is when feeling vulnerable.
Tom Selmon x Scott W Mason
Use muted colours to create a stripped back feel to garments to enhance the feeling of exposure. The colour palette is also somewhat inspired by the Gucci genderless perfume which embodies vintage and luxury while also evoking memories for the wearer, therefore, linking to the idea of emotion and vulnerability. These colours will also be due to climate change as we will begin to use more sustainable dying techniques such as vegetable-based dyes.
Figure 35
INFLUENCES Figure 34
Harris Reed
Gender fluid designer who has collaborated with Harry Styles and his stylist Harry Lambert.
Figure 36
‘Artthrob’
A term coined by Anne T. Donahue about Harry Styles in an article on The Guardian Online.
Extinction Rebellion
An international movement that fights against climate change and mass extinction.
Figure 38
Figure 37
Crumb Agency
A modelling agency which has a section for non-binary people.
Figure 39
Euphoria An American television drama featuring Zendaya as Rue, a seventeen-year-old drug addict, Hunter Schafer as Jules, a transgender girl and focuses on themes such as sexuality, addiction and mental health.
MÊmoire d’une Odeur Fragrance
A genderless fragrance credited by Gucci creative director Alessandro Michele which evokes memories in the wearer.
5 re 4 Figu
3 re 4 Figu
re Figu
41
4 re 4 Figu
2 re 4 Figu
0 re 4 Figu
C U R R E N T
Figu re 5 1
Figu re 4 9
Figu re 4 7
46
Figu re
50
Figu re 4 8
Figu re
M A R K E T
REFERENCES
Gender. (no date). Retrieved from Dictionary: https://www.dictionary.com/browse/gender Metamorphosis. (no date). Retrieved from Dictionary: https://www.dictionary.com/browse/metamorphosis
IMAGE REFERENCES
Figure 1 - Own Image taken of white flower in 2017
Figure 2 - Own image taken of pink flowers in 2017 Figure 3 - Liaisons editorial by Adriana B from the 3rd November 2019 - http://fuckingyoung.es/liaisons/ Figure 4 - Let boys be feminine shirt - https://usbydesign.co/collections/all-products?page=2 Figure 5 - Image from Youtuber Byron Denton with Balenciaga bag posted to Instagram on 16th August 2019 - https://www.instagram.com/p/B1PALpHgLJY/?igshid=1t2fc0925r5gc Figure 6 - Collage of activism by Delphine Diallo using Getty Images - https://www.teenvogue.com/story/social-media-activism-changed-everything Figure 7 - Collusion Unisex oversized check blazer with chain and bag detail - https://www.asos.com/collusion/collusion-unisex-oversized-checkblazer-with-chain-and-bag-detail/prd/13296022?clr=&colourWayId=16475791&SearchQuery=&cid=28477 Figure 8 - Couple wearing manga print shirt sold by Nihon Underground - https://nihonunderground.com/products/harajuku-style-street-fashionhorror-manga-print-anime-loose-long-sleeve-shirt
IMAGE REFERENCES
Figure 9 - 69 AW15, Photography Evan Schreiber - https://www.dazeddigital.com/fashion/gallery/20309/20/designers-defying-gender-norms Figure 10 - Collusion Unisex long sleeve t-shirt in blue - https://www.asos.com/us/collusion/collusion-unisex-long-sleeve-t-shirt-in-blue/prd/11521814 Figure 11 - Image from Actor and Singer Aidan Alexander posted on 30th January 2019 - https://www.instagram.com/p/BtRZqOJnmsZ/ Figure 12 - Campaign for fashion brand Bethnals - http://www.anothersomething.org/2016/04/11/bethnals/ Figure 13 - Telfar Unisex Denim runway show spring ’19 at New York Fashion Week - https://denimology.com/2018/09/telfar-unisex-denim-runway-showspring-19-nyfw Figure 14 - Image from fashion brand One DNA - https://www.standard.co.uk/fashion/genderless-brands-to-know-about-a4269756.html Figure 15 - Image from fashion brand Toogood - https://confidentials.com/manchester/gender-fluid-fashion-how-brands-came-to-embrace-ungenderedclothing Figure 16 - Puff Sleeve Shirt in Seafoam Taffeta With Organza Sleeve from One DNA - https://onedna.earth/puff-sleeve-shirt-organza-sleeve-blue Figure 17 - Harry Styles at the 2019 Met Gala wearing Gucci - https://www.gettyimages.es/detail/fotograf%C3%ADa-de-noticias/harry-styles-attends-the2019-met-gala-fotograf%C3%ADa-de-noticias/1147408657 Figure 18 - Image from Troye Sivan for W Magazine by Tim Walker posted to Instgram on 14th January 2019 - https://www.instagram.com/p/Bsn8iKWBXOd/?igshid=134idzehbf7ey Figure 19 - Photo by Cesar Segarr of clothes from fashion brand Palomo Spain - https://www.vogue.com/article/spanish-menswear-label-palomo?mbid=social_onsite_pinterest Figure 20 - Palomo Spain New York Fashion Week in 2017 - http://modelmayhem.club/?9673280254=316377942565040778 Figure 21 - Image for Teeth Magazine, styling by Yeon You, photography by PAKBAE - https://www.instagram.com/p/BPKSY6pg2XG/
IMAGE REFERENCES
Figure 22 - Image from model Reece King posted to Instagram on 4th September 2019 - https://www.instagram.com/p/B1_SbkzAoq3/?igshid=nve1nao8yww5 Figure 23 - Image by makeup artist Brandon Poll posted to Instagram on 16th December 2018 - https://www.instagram.com/p/Brdp72IghDm/ Figure 24 - Image by Milk Makeup of Luka Sabbat wearing their makeup posted to Instagram on 10th May 2018 - https://www.instagram.com/p/BinOk-Qn0li/?taken-by=milkmakeup Figure 25 - Image by makeup artist Kirsten Coleman of Jacob Elrodi wearing glitter makeup for Euphoria posted to Instagram on 5th September 2019 - https:// www.instagram.com/p/B2CtnN-BsYn/?igshid=8b047qz3souo Figure 26 - Image by photographer Peter DeVito featuring a man wearing makeup - https://designyoutrust.com/2018/04/this-photographer-takes-beautiful-portraits-of-people-with-acne/ Figure 27 - Image for Kaltblut magazine taken by photographer Matheus Katayama - https://www.kaltblut-magazine.com/new-masculinity-photography-by-matheus-katayama/ Figure 28 - Image by photographer Peter DeVito featuring a man crying - https://designyoutrust.com/2018/04/this-photographer-takes-beautiful-portraits-of-people-with-acne/ Figure 29 - Image from Troye Sivan posted to Instagram on 18th May 2019 - https://www.instagram.com/p/BxlrdGclN2s/?igshid=86r9223b4iw2 Figure 30 - Bloke editorial by Adriana B from the 12th February 2019 - http://fuckingyoung.es/bloke/ Figure 31 - MÊmoire d’une Odeur Eau de Parfum campaign - https://media.femalemag.com.sg/2019/09/GU592_MEMOIRE-FRAGRANCE_BTS_Press_ Crops_300dpi_044-1.jpg Figure 32 - Image of clothes by Moses Gauntlett Cheng AW15, photographed by Benedict Brink, styled by Victor Cordero - https://www.dazeddigital.com/fashion/gallery/20309/23/designers-defying-gender-norms Figure 33 - Collaboration by photographer Tom Selmon and illustrator Scott W Mason - http://www.crumbagency.com/stories/87-a-walk-in-the-woods/
IMAGE REFERENCES Figure 34 - Harry Styles wearing a Gucci suit in Milan - https://celebmix.com/harry-styles-outfits/ Figure 35 - Harris Reed 2020 Collection photgraphed by Marcus Schaefer, styled by Harry Lambert - https://www.harrisreed. com/2020collection Figure 36 - Extinction Rebellion protest - https://www.ethicalconsumer.org/energy/extinction-rebellion Figure 37 - Euphoria poster - https://www.thesun.co.uk/tvandshowbiz/9722452/euphoria-season-2-release-plot-trailer-zendaya-cast/ Figure 38 - Crumb agency logo - http://www.crumbagency.com/ Figure 39 - MÊmoire d’une Odeur Eau de Parfum campaign - https://lesfacons.com/2019/08/02/gucci-memoire-duneodeur-fragrance-film-starring-harry-styles/ Figure 40 - Image of jeans taken by myself in Topman on 19th December 2019 Figure 41 - Image of shirt taken by myself in Topshop on 19th December 2019
IMAGE REFERENCES Figure 42 - Image of trousers taken by myself in Topman on 19th December 2019 Figure 43 - Image of shirt taken by myself in Topshop on 19th December 2019 Figure 44 - Image of trousers taken by myself in Topman on 19th December 2019 Figure 45 - Image of shirt taken by myself in Topshop on 19th December 2019 Figure 46 - Image of shirt taken by myself in Topman on 19th December 2019 Figure 47 - Image of jeans taken by myself in Topman on 19th December 2019 Figure 48 - Image of shirt taken by myself in Topshop on 19th December 2019 Figure 49 - Image of trousers taken by myself in Topman on 19th December 2019 Figure 50 - Image of shirt taken by myself in Topshop on 19th December 2019 Figure 51 - Image of trousers taken by myself in Topman on 19th December 2019
Fashion Forecasting and Narratives AD5605 Luxury Market Shannon Gallagher 1804454