4C AW13 Trend Report
AW13 Trend Report
ChloĂŠ Wicks N0329445 Erin Haina N0488868 Talilla Henchoz N0376186 Shannon Peter N0311632
4C AW13 Trend Report
The Trends
4C are a group of young creatives based in Nottingham, UK who have joined forces to form an innovative trend forecasting For Autumn Winter 2013, Surrealism agency. With our fingers always on lies at the heart of the key trends. the pulse of new ideas and reoccurring Although socially and politically we are themes, we use as many resources not in a period of unrest, the continuing as possible to discover new ideas recession and the uncertainty of what lies next that help us to identify the key in the world of technology leads us to immerse trends for each season. ourselves in alternative realms, to seek refuge from reality. The ‘poster boy’ of Surrealism, Salvador Dali, is currently being celebrated in a major retrospective at the Pompidou Centre in Paris and in Sweden, a collection of Surrealist works entitled The Supersurrealism has just closed at the Museum of Modern Art in Malmo. In May 2013, Man Ray Portraits will open at the National Gallery in London – an exhibition that highlights Man Ray as a key player in the Dada and Surrealist art movements. As well as being heavily documented in the contemporary art scene, the Surrealist theme has also been referenced in many aspects of visual and popular culture, from fashion prints created by influential design houses, to music videos of popular artists. Inspired by Surrealism as an overlying theme, we have identified a triplet of trends for the Autumn Winter 2013 season that will take you out of this world, back down to earth and to the bottom of the sea.
4C
SPACE TRIP
| URBAN DETOX |
ATLANTIS
4C AW13 Trend Report
i t c p r p a S e
4C AW13 Trend Report
Space Trip
Possibly the most surreal of all three trends, Space Trip explores what lies beyond the Earth’s skies. Like a journey through space under the influence of a heady concoction of hallucinogenics, nothing is as it seems. This trend is the meeting point where 90s rave culture and 70s psychedelics meet to create a 21st century vision of outer space. Azaelia Banks’ video for her single ‘Atlantis’ is the epitome of everything this trend is about. Artificial colours, holographic repetitions and mystical space imagery are brought together in a low-fi collage technique, creating an ironic anti-technology aesthetic . Key ideas: Intergalactic Hallucinations / Virtual Reality / 90s Rave / Fluorescent Glow Sticks / Neon Kitsch / Kaleidoscopic Repetitions / Life on Mars / Gwen Stefani circa 1995
Nebula
Supernova
Hallucinate
Acid High
Martian
4C AW13 Trend Report
Playful Proportions A playful nature combined with Surrealist themes will be a prominent trend within visual merchandising. This trend involves the distortion of everyday objects, such as glasses and keys as pictured, and will create magical retail playgrounds that will evoke reminders of childhood within consumers. Although not a new reference, photographers such as Tim Walker will play a prominent role in this theme. His fantastical, mystical works often rely on distorting the scale of objects to create surreal landscapes. Adding to the Surrealist references, colours will also be distorted, in which everyday ‘natural’ colours will be replaced with artificial neons and ‘highlighter’ shades. Key Ideas: Honey I Shrunk the Kids / Playing with Scale / Shrinking and Stretching / Artificial Neons
4C AW13 Trend Report
Kaleidoscopic Clash Kaleidoscopic Clash is all about bold, bright clashing prints. With an obvious link to Surrealism, through the optical illusion aesthetic, the trend is also inspired by the Cubist and Bauhaus art movements, which relied on geometry and repetition. Although this trend is inspired by space travel and could be described as futuristic, there is also a correlation with 90s fashion that gives it a retro feel. The main prints for this trend are a combination of small and oversized shapes used in repetition to form kaleidoscopic patterns. In bright neon colours, these patterns would not only be reminiscent of space and intergalactic travel, but they would also follow the idea of a hallucinogenic drug trip that defines this trend as whole. Key ideas: Geometry / Colour Clashes / Optical Illusions / Psychadelic Patterns / Hallucinations
4C AW13 Trend Report
Radioactive Rangers
A combination of the 90s and 70s scenes is recreated in this space invasion trend. A kitsch, fun approach will be adopted through neon bomber jackets and colour block space suits, already being seen at Mugler, with a recreation of the modern astronaut. Trippy, neon brights will be the primary colours used, teamed with oil blacks, referencing the dark infinity of space itself. Jeremy Scott references the more sinister side of this trend through a space monster mash motif along with graphical patterns to create a Sci-Fi fantasy. Playing on the idea of hallucinations and interpretations of the ‘unknown’, menswear this season will see a wide spectrum of literal and metaphorical space imagery as the fascination of the world beyond our atmosphere continues. Artificial prints and synthetic colours generate an overall out-of-this-world experience. Key Ideas: Space Suits / Neon Astronauts / Monster Mash / Neon / Colour Block / Sci-Fi Fantasy Retro Space Age
4C AW13 Trend Report
o D b t Uran ex
4C AW13 Trend Report
Urban Detox With technology currently moving at an immeasurable speed, it is no wonder that we have started to seek solace in the natural world. Throughout our current journey into the technological unknown, the natural environment can provide a settling organic certainty and although we are unlikely to completely shun our iPhones and laptops, getting back to nature will act as a welcome screen-break – an urban detox. Although feeling ‘at one with nature’ will be a common desire, due to time constraints and other strains in contemporary lifestyle, for some, this ideal is unreachable. Therefore, visual references to this theme in creative direction will be key in providing a similar satisfaction to the real experience. Key Ideas: Wilderness Exploration / Cub Scouts and Camping Culture / Forestry Scenes Natural Resources / Organic Patterns Hiking and Outdoor Pursuits
Retreat
Lumber
Burnt Bark
Morning Haze
Breeze
4C AW13 Trend Report
Organic Harmony Finding the balance between an online and offline existence is something we will continue to struggle with throughout this season, and visual merchandising will reflect this. The key to following this trend, will be creating a fusion between technology and nature within the interior architecture and in store environment. Icelandic LA based architect Gulla Jonsdottir is a key reference for this trend, whose work focusses on an organic fusion and experiments with ways in which nature can live seamlessly alongside technology and industrialism. LA based artist, Kelly Lamb is great inspiration for how nature can live inside, through miniature gardens and terrariums, and plants encased in manmade containers. Key Ideas: Technology Meets Nature Interior Fauna / Bringing The Outside In Organic-Urban Fusion /Harmony with Nature
4C AW13 Trend Report
Mystical Woodland With the sudden surge in interest of the environment and eco-friendly products within society we are beginning to see a correlation with this within print and pattern trends. This trend which we have named Mystical Woodland features a lot of eerie woodland prints, nature scenes and intricate details of various plants. These prints and patterns have been a recurring theme seen in the work of artists such a Eva Lechner and has also been seen on the catwalks from designers such as Mary Katrantzou. This trend takes inspiration from all parts of nature, trees, rocks and the earth. Key Ideas: Natural Scenes / Photographic Prints / Landscapes / Muted colours / Sombre Forests / Distorted Trees / Eerie Woodland
4C AW13 Trend Report
Hunter Gatherer
The concept of strengthening the relationship between humans and nature will be portrayed through material, silhouette and colour this season. Raw palettes, oiled leathers and heavy knits are already being showcased by Versace and Fendi, identifying man’s role within nature, referencing Icelandic fisherman and fur-ridden hunters. The current animal motif trend will mature into more conceptual prints, almost mimicking surreal Scifi creatures, thus taking nature to a supernatural level. Juun J exemplifies this in his collaboration with artist Greg Simkins creating XXL bomber jackets showcasing nature’s darker side. This trend further answers society’s plea to escape from our technology driven world, back to our organic roots. Key ideas: Animal Furs and Hides / Animal Motifs / Raw Edges / Bear Grylls / Prehistoric Man
4C AW13 Trend Report
i a t s t l An
4C AW13 Trend Report
Atlantis
Along with the urge to get back to ground level nature, there is also an increasing desire to discover more about the creatures that live in the earth’s waters. Under the sea is a trend that reappears season after season, but Atlantis incorporates a look at the very bottom of the ocean, where divers rarely explore and where marine life is a surreal, mystical marvel to witness. This trend plays on the cultural theme of escapism, discovering lands that lie beyond our everyday reach in order to distract us from the current technological and economic uncertainty. Altering and interfering with aquatic nature is a prominent idea within this trend, with Thai brand Rayfish Footwear genetically altering the DNA of stingrays so their markings reflect fashion motifs to then be used as leather to create their shoes. Key ideas: The Sea Bed / Lost Underwater Worlds / Holographic / Crystals and Coral / Aquatic Wildlife
Barracuda
Squid-Ink
Anenome
Opalescent
Abyss
4C AW13 Trend Report
Bioluminescence Visual merchandising sees the darker more sinister side of Atlantis, far beyond the pretty coral reefs. The fascinating Angler fish, dwelling deep on the continental shelf provides direct inspiration for in store creations this season. At the depth of this species’ habitat, there is no light, just their bioluminescent attributes, helping them to capture their prey. This sinister concept will be recreated in store with dark atmospheres lit up with cold neon lighting to mimic an underwater ambiance. Glowing signage and fluorescent tubing will be used in shop windows to create aesthetically pleasing installations similar to those created by French artist/architect Serge Salat. This combination of light with dark will be a large factor of this underwater theme, mimicking the style of the designer Dennis Parren, who focusses on the refraction of light. The beauty of this underwater harmony of light will be integrated into brands individual aesthetic to reference the fascinating underwater life and chemical processes. Key Ideas: Natural Neons / Angler Fish Light Refraction / The Sea Floor / Glow in the Dark Coral / Sea Anenome
4C AW13 Trend Report
Crystal Dimensions Seen year after year, the nautical trend is constantly repackaged and redesigned. For this season, it takes a more unusual approach, looking at the unknown and mythical aspects of what lies below the water line. Crystal Dimensions explores the peculiarities of rock formations, in an aquatic blue colour palette. Reminiscent of rare corals and precious stones, these prints represent the possibilities of mystical worlds that lie at the bottom of the ocean. Key references for this trend include artists such as Kellie Goddard, who has produced psychedelic aquatic style prints and Professor Richard Weston, who is increasingly renowned for his innovative techniques of print making, in which he scans rocks, crystals and gems and blows them up to create beautiful fashion prints. Key Ideas: Crystal Formations / The Deep Unknown Metallic / The Ocean / Lost Underwater Worlds
4C AW13 Trend Report
Aquatic Iridescence
Insertions of aluminium shades and waves of urban grey and deep blues will be seen throughout menswear this season. Taking inspiration from the iridescent life deep within the ocean, brings shimmering and metallic coats, already being seen on a redesign of the classic Burberry trench coat. Clean cut suits in these almost translucent colours and materials, allow for a softer, more subtle aesthetic and create a mystical movement within menswear. Prints will also play a large part in the underwater portrayal of this trend: Jonathon Saunders takes inspiration for his ombre shaded garments from large scale artist Olafur Eliasson who duplicates some of nature’s greatest effects in his work . A literal approach will also be adopted, already noted at Sibling, where they showcased baby blue and powder pink knitted headware, potentially referencing creatures of the ocean bed. A lustrous colour palette will be an on-going concept for Atlantic; glossy, shimmering shades to recreate this underwater world. Key ideas: Iridescent Shimmer / Metallic Fabrics / Peculiarities of Sealife / Coral reef / Mystical Fish Scales
4C AW13 Trend Report
AW13 Trend Translation
4C AW13 Trend Report
As a creative leader in sports lifestyle PUMA is a brand of not only functional sportswear but also innovative fashion forward clothing. With this status PUMA should aim to be at the forefront of every trend and constantly strive to widen its consumer base. As PUMA has many different Due to the increasing interest in the peculiarities collections, ranging from basic of the natural environment, teamed with the desire to sportswear to fashion focused escape from a technologically suffocating world, designer collaborations, the brand consumers are seeking solace in nature. By attracts a wide consumer base. PUMA is incorporating the Atlantis trend into their AW13 aimed at individuals with an active lifestyle, who collection PUMA would ensure the brand are likely to enjoy the outdoors, therefore may take remains contextually relevant within a greater interest in nature. Introducing the trend of fashion, art and the environment. Atlantis to the brand could appeal to this consumer and
The Consumer
PUMA
Recommended Trend
Atlantis
also more fashion forward individuals as it is a combination of style with the beauty of underwater life. If the trend was translated throughout PUMA’s many ranges, it would reach consumers across the whole spectrum of trend adoption as defined by Rogers’ Diffusion of Innovation, from early adopters to laggards.
4C AW13 Trend Report
Visual Merchandising Following the trend of recreating the underwater world, PUMA could adopt this aesthetic through biolumincent lighting within a dark atmosphere. Referencing the Angler fish and glowing coral life, neon signage, which the brand have experimented with in the past, could be incorporated within the store environment. Further to this, suspended lighting could be used to mimick jellyfish tentacles or the interior of a sea anenome. Abstraction of light, used by French artist/architect Serge Salat, whose work is pictured below right, would provide inspiration for in-store lighting. PUMA’s shoes could be exhibited in neon lit fish tanks throughout the store, and be playfully be used to literally represent underwater life such as sharks and fish. Drawing inspiration from the stalactites found in underwater caves, coral-like installations could hang from the ceiling to create an overall underwater effect. Clothing could also be suspended within store to portray the sensation of floating. Luminescent spotlights, much like the biofluorescent torches found on Angler Fish,could be used to highlight the individual garments Instore chairs shaped like coral or underwater plant life with fluorescent features would add further points of interest within the store. To further this trend, PUMA could potentially host a pop up shop in an aquarium which would bring the Atlantis theme literally to life.
Instore VM Suggestion
4C AW13 Trend Report
Advertising When executed correctly, guerilla advertising can really create a social buzz. We suggest using 3D display cabinets for PUMA Merchandise. Popular pedestrianized areas such as bus stops and highstreet locations could feature these advertising installations. This concept could work well during the evening through the use of the neon glow-in-thedark lighting, incorporated within the outdoor tanks. This idea correlates to the work of Japanese artist Kingyobu, who has been turning phone booths into gold fish aquariums throughout cities in Japan, as a marketing stunt. For PUMA’s advertising campaign for this season , an underwater photoshoot, styled to appear as if on the ocean floor, with a sinister and eerie atmosphere and UV lighting to resemble bio-fluorescent creatures, would be an effective concept.
Advertising Suggestion
4C AW13 Trend Report
Product Rather the obvious nautical references often found in clothing collections, as a edgier and conceptual brand, PUMA should take a more sinister approach. Inspired by the bioluminocity of underwater life, the PUMA collection could incorporate the idea of glow in the dark garments with light reflecting, iridescent materials. Metallic colour palettes and almost transparent materials could be used to visualise underwater life. This idea has already been seen in collections by Alexander Wang and Anrealage, where these designers have explored technology and chemical processes to create fashion garments. This concept would then fluidly trickle down into a high street sportswear brand like PUMA. Neon coloured piping could be a clear connection to the trend and would work well in PUMA’s existing running wear collection, as not only a fashion detail but also as a reflective safety aspect. Focussing on the print trend Crystal Dimensions, repeated psychedelic motifs could be used as a more fashion forward line for PUMA. These intricate designs based on water patterns and sea plant prints would work well as prints on trainers or clothing. If used in panels or small elements on clothing, these prints would add a fashion edge to functional sportswear. In PUMA’s manifesto they describe their dedication to supporting up and coming creative talent. To continue this with this trend in mind, PUMA could collaborate with a print designer, such as Michael Cina,(work pictured right) to create new print designs for their products. These prints would not only be fashion-forward and on trend, but they would also be unique to the brand. Working with an artist would also give the brand extra cultural kudos and potentially widen their consumer base.
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4C AW13 Trend Report
hours in... TOKYO Hailed as the retail capital of the planet, Tokyo is worthy of a place at the top of your city hit list. Home to some of the most innovative designers, the brightest lights and the tastiest food, the buzzing Japanese capital offers a wealthy influx of inspiration. The truth is 24 hours just isn’t enough to see the whole of Tokyo, but when time is of the essence, this guide should help you experience the best the city has to offer. WAKE UP…
…At 4.30 am (no time for sleep – you’re in Tokyo!) and make your way over to Tsujiki Fish Market – the gastronomic hub of the city - to witness the lively tuna auction. Just keep your head and hands down: a giant fish will never make it through customs. Instead, you’ll want to save your suitcase space for oriental pottery from the surrounding market and you’ll also be able to pick up an authentic Japanese cookbook or two. If the sundried squid and jellied eel tasters on offer aren’t satisfying your appetite, it’s time for breakfast. If your stomach can handle it, join the back of the queue for any of the sushi restaurants in the market and gorge on the city’s freshest sashimi before sunrise.
4C AW13 Trend Report From Tsujiki, jump back on the Metro and head to Harajuku. The main street to explore is Takeshita-dori – the homeland of Japanese kitsch. You can spend forever wandering down here but these are the must-dos:
EAT The local delicacy is the Harajuku crepe – filled with cream, fruit or even savoury delights, one of these should hold your hunger off until you fancy popping into of one many eateries in the area for lunch. SHOP Daiso is a 100Yen store that is far removed from its English counterpart, Poundland. The four floors are filled with random kitsch and garish ephemera, amongst some jewel finds (the homeware department is especially fruitful). LAUGH Hidden down an unidentifiable staircase near the top of the street lies an arcade filled with photobooths and incessantly high pitched ‘music’. Pose in front of the camera and watch as your eyes are widened and skin lightened (the Japanese beauty ideal), before decorating your images with as many hearts, flowers and puppies as possible. Tip: Should you find yourself here on a Sunday, (when school’s out) you’ll be treated to congregations of teens in the most outlandish of costumes. They usually love having their photo taken, so don’t be afraid to ask.
4C AW13 Trend Report
At the end of the street, and across Omotesando (home to Chanel, Maison Martin Margiela etc, with Prada and Issey Miyake’s Pleats Please stores just around the corner) you’ll see Harajuku Street. This shopper’s haven is filled with fashion boutiques and concept stores, housing imaginative VM and innovative merchandise. Our only advice: go in everwhere! Other shopping highlights in this area include: Studious, 6%dokidoki, Comme Des Garcons Good Design Shop, Isabel Marant, Anrealage, I am I, Moma Design Store and Shu Uemura to name but a few. When Tokyo’s retail has exhausted you (note: you can never exhaust it) find peace and solace in Yoyogi Park: a welcome sanctuary from the visually invasive sights of the city and home to the calm-inducing Meiji Shrine and Temple. DINNER TIME Tick off another Tokyo area on your to-do list by heading to Roppongi for some delicious Yakitori (Japanese skewers) at Roppongi Momodori. We recommend the wasabi chicken and mini leeks washed down with a lychee wine cocktail.