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 ¶sŘOɴʳ ɟÞǼÌ ŸȖNj ʩضsNjǣ Ķɠ ɴǣ ŸŘ 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 ÞŘʪȖsŘǼÞ Ķ _sǣÞ¶Ř ÌŸȖǣsǣʰ ǼŸ ŎȖǣÞO ɚÞ_sŸǣ Ÿ¯ ƼŸƼȖĶ Nj NjǼÞǣǼǣʳ Inspired by Surrealism as an overlying theme, we have Þ_sŘǼÞʩs_ ǼNjÞƼĶsǼ Ÿ¯ ǼNjsŘ_ǣ ¯ŸNj ǼÌs ȖǼȖŎŘ ɟÞŘǼsNj 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 ĠŸȖNjŘsɴ ǼÌNjŸȖ¶Ì ǣƼ Os ȖŘ_sNj ǼÌs ÞŘʪȖsŘOs
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 sƼÞǼŸŎs Ÿ¯ sɚsNjɴǼÌÞض ǼÌÞǣ ǼNjsŘ_ Þǣ EŸȖǼʳ NjǼÞʩOÞ Ķ OŸĶŸȖNjǣʰ holographic repetitions and mystical space imagery Njs ENjŸȖ¶ÌǼ ǼŸ¶sǼÌsNj ÞŘ ĶŸɠ˚ʩ OŸĶĶ ¶s ǼsOÌŘÞLJȖsʰ 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 NjsƼĶ Os_ ɠÞǼÌ NjǼÞʩOÞ Ķ ŘsŸŘǣ Ř_ ˄ÌÞ¶ÌĶÞ¶ÌǼsNj˅ ǣÌ _sǣʳ Key Ideas: Honey I Shrunk the Kids / Playing with ǢO Ķs ˀ ǢÌNjÞŘĨÞض Ř_ ǢǼNjsǼOÌÞض ˀ NjǼÞʩOÞ Ķ ŗsŸŘǣ
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 _NjȖ¶ ǼNjÞƼ ǼÌ Ǽ _sʩŘsǣ ǼÌÞǣ ǼNjsŘ_ ǣ ɠÌŸĶsʳ 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 ǼÌs _ NjĨ ÞŘʩŘÞǼɴ Ÿ¯ ǣƼ Os ÞǼǣsĶ¯ʳ ğsNjsŎɴ ǢOŸǼǼ Njs¯sNjsŘOsǣ ǼÌs ŎŸNjs ǣÞŘÞǣǼsNj ǣÞ_s Ÿ¯ ǼÌÞǣ ǼNjsŘ_ ǼÌNjŸȖ¶Ì ǣƼ Os ŎŸŘǣǼsNj Ŏ ǣÌ ŎŸǼÞ¯ ĶŸŘ¶ ɠÞǼÌ ¶Nj ƼÌÞO Ķ Ƽ ǼǼsNjŘǣ ǼŸ ONjs Ǽs ǢOÞ˚®Þ ¯ ŘǼ ǣɴʳ ƻĶ ɴÞض ŸŘ ǼÌs Þ_s Ÿ¯ Ì ĶĶȖOÞŘ ǼÞŸŘǣ Ř_ interpretations of the ‘unknown’, menswear this season will see a wide spectrum of literal and metaphorical space ÞŎ ¶sNjɴ ǣ ǼÌs ¯ ǣOÞŘ ǼÞŸŘ Ÿ¯ ǼÌs ɠŸNjĶ_ EsɴŸŘ_ ŸȖNj ǼŎŸǣƼÌsNjs OŸŘǼÞŘȖsǣʳ NjǼÞʩOÞ Ķ ƼNjÞŘǼǣ Ř_ ǣɴŘǼÌsǼÞO OŸĶŸȖNjǣ ¶sŘsNj Ǽs Ř ŸɚsNj ĶĶ ŸȖǼ˚Ÿ¯˚ǼÌÞǣ˚ɠŸNjĶ_ sɮƼsNjÞsŘOsʳ 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 ®ÞŘ_Þض ǼÌs E Ķ ŘOs EsǼɠssŘ Ř ŸŘĶÞŘs Ř_ Ÿ¯ʪÞŘs existence is something we will continue to struggle with throughout this season, and visual merchandising ɠÞĶĶ NjsʪsOǼ ǼÌÞǣʳ ǻÌs Ĩsɴ ǼŸ ¯ŸĶĶŸɠÞض ǼÌÞǣ ǼNjsŘ_ʰ ɠÞĶĶ Es 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 əsNjǣ Os Ř_ ®sŘ_Þʰ Þ_sŘǼÞ¯ɴÞض Ŏ Ř˅ǣ NjŸĶs ɠÞǼÌÞŘ Ř ǼȖNjsʰ Njs¯sNjsŘOÞض ÝOsĶ Ř_ÞO ʩǣÌsNjŎ Ř Ř_ ¯ȖNj˚NjÞ__sŘ ÌȖŘǼsNjǣʳ ǻÌs OȖNjNjsŘǼ ŘÞŎ Ķ ŎŸǼÞ¯ ǼNjsŘ_ ɠÞĶĶ Ŏ ǼȖNjs ÞŘǼŸ ŎŸNjs OŸŘOsƼǼȖ Ķ ƼNjÞŘǼǣʰ ĶŎŸǣǼ ŎÞŎÞOĨÞض ǣȖNjNjs Ķ ǢOÞ˚ ʩ ONjs ǼȖNjsǣʰ ǼÌȖǣ Ǽ ĨÞض Ř ǼȖNjs ǼŸ ǣȖƼsNjŘ ǼȖNj Ķ ĶsɚsĶʳ ğȖȖŘ ğ sɮsŎƼĶÞʩsǣ ǼÌÞǣ ÞŘ ÌÞǣ OŸĶĶ EŸNj ǼÞŸŘ 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 ÞŘǼsNj¯sNjÞض ɠÞǼÌ LJȖ ǼÞO Ř ǼȖNjs Þǣ ƼNjŸŎÞŘsŘǼ Þ_s ɠÞǼÌÞŘ ǼÌÞǣ ǼNjsŘ_ʰ ɠÞǼÌ ǻÌ Þ ENj Ř_ NJ ɴʩǣÌ ®ŸŸǼɠs Nj ¶sŘsǼÞO ĶĶɴ ĶǼsNjÞض ǼÌs ^ŗ Ÿ¯ ǣǼÞضNj ɴǣ ǣŸ ǼÌsÞNj Ŏ NjĨÞضǣ NjsʪsOǼ ¯ ǣÌÞŸŘ 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
ǢLJȖÞ_˚ÝŘĨ
Anenome
Opalescent
Abyss
4C AW13 Trend Report
Bioluminescence Visual merchandising sees the darker more sinister side of Atlantis, far beyond the pretty coral reefs. ǻÌs ¯ ǣOÞŘ ǼÞض ضĶsNj ʩǣÌʰ _ɠsĶĶÞض _ssƼ ŸŘ ǼÌs 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 ʪȖŸNjsǣOsŘǼ ǼȖEÞض ɠÞĶĶ Es Ȗǣs_ ÞŘ ǣÌŸƼ ɠÞŘ_Ÿɠǣ ǼŸ 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 Ÿ¯ NjŸOĨ ¯ŸNjŎ ǼÞŸŘǣʰ ÞŘ Ř LJȖ ǼÞO EĶȖs OŸĶŸȖNj 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 ħsĶĶÞs µŸ__ Nj_ʰ ɠÌŸ Ì ǣ ƼNjŸ_ȖOs_ ƼǣɴOÌs_sĶÞO LJȖ ǼÞO style prints and Professor Richard Weston, who is ÞŘONjs ǣÞضĶɴ NjsŘŸɠŘs_ ¯ŸNj ÌÞǣ ÞŘŘŸɚ ǼÞɚs ǼsOÌŘÞLJȖsǣ Ÿ¯ 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 ǣƼsOǼNjȖŎ Ÿ¯ ǼNjsŘ_ _ŸƼǼÞŸŘ ǣ _sʩŘs_ 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 ʩǣÌ Ř_ ¶ĶŸɠÞض OŸNj Ķ ĶÞ¯sʰ ŘsŸŘ ǣÞ¶Ř ¶sʰ ɠÌÞOÌ ǼÌs ENj Ř_ Ì ɚs experimented with in the past, could be incorporated within the store environment. Further to this, suspended lighting could be used ǼŸ ŎÞŎÞOĨ ĠsĶĶɴʩǣÌ ǼsŘǼ OĶsǣ ŸNj ǼÌs ÞŘǼsNjÞŸNj Ÿ¯ ǣs ŘsŘŸŎsʳ EǣǼNj OǼÞŸŘ of light, used by French artist/architect Serge Salat, whose work is pictured below right, would provide inspiration for in-store lighting. ƻȕō ˅ǣ ǣÌŸsǣ OŸȖĶ_ Es sɮÌÞEÞǼs_ ÞŘ ŘsŸŘ ĶÞǼ ʩǣÌ Ǽ ŘĨǣ ǼÌNjŸȖ¶ÌŸȖǼ ǼÌs ǣǼŸNjsʰ Ř_ Es ƼĶ ɴ¯ȖĶĶɴ Es Ȗǣs_ ǼŸ ĶÞǼsNj ĶĶɴ NjsƼNjsǣsŘǼ ȖŘ_sNjɠ ǼsNj ĶÞ¯s ǣȖOÌ ǣ ǣÌ NjĨǣ Ř_ ʩǣÌʳ 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 ʪŸ ǼÞضʳ ĵȖŎÞŘsǣOsŘǼ ǣƼŸǼĶÞ¶ÌǼǣʰ ŎȖOÌ ĶÞĨs ǼÌs EÞŸʪȖŸNjsǣOsŘǼ ǼŸNjOÌsǣ ¯ŸȖŘ_ on Angler Fish,could be used to highlight the individual garments Instore chairs shaped like coral or underwater plant life with ʪȖŸNjsǣOsŘǼ ¯s ǼȖNjsǣ ɠŸȖĶ_ __ ¯ȖNjǼÌsNj ƼŸÞŘǼǣ Ÿ¯ ÞŘǼsNjsǣǼ ɠÞǼÌÞŘ the store. To further this trend, PUMA could potentially host a ƼŸƼ ȖƼ ǣÌŸƼ ÞŘ Ř LJȖ NjÞȖŎ ɠÌÞOÌ ɠŸȖĶ_ ENjÞض 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-the- dark lighting, incorporated within the outdoor tanks. This idea correlates to the work of Japanese artist Kingyobu, who has been ǼȖNjŘÞض ƼÌŸŘs EŸŸǼÌǣ ÞŘǼŸ ¶ŸĶ_ ʩǣÌ LJȖ NjÞȖŎǣ ǼÌNjŸȖ¶ÌŸȖǼ cities in Japan, as a marketing stunt. For PUMA’s advertising campaign for this season , an underwater photoshoot, styled to appear as Þ¯ ŸŘ ǼÌs ŸOs Ř ʪŸŸNjʰ ɠÞǼÌ ǣÞŘÞǣǼsNj Ř_ ssNjÞs atmosphere and UV lighting to resemble EÞŸ˚ʪȖŸNjsǣOsŘǼ ONjs ǼȖNjsǣʰ ɠŸȖĶ_ Es Ř 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 Ÿ¯ ¶ĶŸɠ ÞŘ ǼÌs _ NjĨ ¶ NjŎsŘǼǣ ɠÞǼÌ ĶÞ¶ÌǼ NjsʪsOǼÞضʰ ÞNjÞ_sǣOsŘǼ Ŏ ǼsNjÞ Ķǣʳ 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 ǼÌsŘ ʪȖÞ_Ķɴ ǼNjÞOĨĶs _ŸɠŘ ÞŘǼŸ ÌÞ¶Ì ǣǼNjssǼ ǣƼŸNjǼǣɠs Nj ENj Ř_ ĶÞĨs ƻȕō ʳ Neon coloured piping could be a clear connection to the trend and would work well in ƻȕō ˅ǣ sɮÞǣǼÞض NjȖŘŘÞض ɠs Nj OŸĶĶsOǼÞŸŘʰ ǣ ŘŸǼ ŸŘĶɴ ¯ ǣÌÞŸŘ _sǼ ÞĶ EȖǼ ĶǣŸ ǣ NjsʪsOǼÞɚs 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, EȖǼ ǼÌsɴ ɠŸȖĶ_ ĶǣŸ Es ȖŘÞLJȖs ǼŸ ǼÌs ENj Ř_ʳ ɟŸNjĨÞض ɠÞǼÌ 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 Ǽ ǣǼÞsǣǼ ¯ŸŸ_ʰ ǼÌs EȖʊʊÞض ğ Ƽ Řsǣs O ƼÞǼ Ķ Ÿ¯¯sNjǣ ɠs ĶǼÌɴ ÞŘʪȖɮ 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 ĨssƼ ɴŸȖNj Ìs _ Ř_ Ì Ř_ǣ _ŸɠŘʲ ¶Þ ŘǼ ʩǣÌ ɠÞĶĶ ŘsɚsNj Ŏ Ĩs ÞǼ ǼÌNjŸȖ¶Ì OȖǣǼŸŎǣʳ 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. ݯ ǼÌs ǣȖŘ_NjÞs_ ǣLJȖÞ_ Ř_ ĠsĶĶÞs_ ssĶ Ǽ ǣǼsNjǣ ŸŘ Ÿ¯¯sNj NjsŘ˅Ǽ satisfying your appetite, it’s time for breakfast. If your ǣǼŸŎ OÌ O Ř Ì Ř_Ķs ÞǼʰ ĠŸÞŘ ǼÌs E OĨ Ÿ¯ ǼÌs LJȖsȖs ¯ŸNj Řɴ 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 ǻÌs ĶŸO Ķ _sĶÞO Oɴ Þǣ ǼÌs Ë Nj ĠȖĨȖ ONjsƼs ˛ ʩĶĶs_ ɠÞǼÌ ONjs Ŏʰ 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, ƻŸȖŘ_Ķ Ř_ʳ ǻÌs ¯ŸȖNj ʪŸŸNjǣ Njs ʩĶĶs_ ɠÞǼÌ Nj Ř_ŸŎ ĨÞǼǣOÌ Ř_ ¶ NjÞǣÌ sƼÌsŎsNj ʰ ŎŸŘ¶ǣǼ ǣŸŎs ĠsɠsĶ ʩŘ_ǣ ʹǼÌs ÌŸŎsɠ Njs _sƼ NjǼŎsŘǼ Þǣ sǣƼsOÞ ĶĶɴ ¯NjȖÞǼ¯ȖĶʺʳ LAUGH ËÞ__sŘ _ŸɠŘ Ř ȖŘÞ_sŘǼÞʩ EĶs ǣǼ ÞNjO ǣs Řs Nj ǼÌs ǼŸƼ Ÿ¯ ǼÌs ǣǼNjssǼ ĶÞsǣ Ř NjO _s ʩĶĶs_ ɠÞǼÌ ƼÌŸǼŸEŸŸǼÌǣ Ř_ ÞŘOsǣǣ ŘǼĶɴ ÌÞ¶Ì ƼÞǼOÌs_ ˄ŎȖǣÞO˅ʳ ƻŸǣs ÞŘ ¯NjŸŘǼ 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, ʪŸɠsNjǣ Ř_ ƼȖƼƼÞsǣ ǣ ƼŸǣǣÞEĶsʳ Tip: ǢÌŸȖĶ_ ɴŸȖ ʩŘ_ ɴŸȖNjǣsĶ¯ ÌsNjs ŸŘ ǢȖŘ_ ɴʰ ʹɠÌsŘ ǣOÌŸŸĶ˅ǣ 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 Ë Nj ĠȖĨȖ ǢǼNjssǼʳ ǻÌÞǣ ǣÌŸƼƼsNj˅ǣ Ì ɚsŘ Þǣ ʩĶĶs_ ɠÞǼÌ ¯ ǣÌÞŸŘ EŸȖǼÞLJȖsǣ Ř_ OŸŘOsƼǼ ǣǼŸNjsǣʰ ÌŸȖǣÞض ÞŎ ¶ÞŘ ǼÞɚs əō Ř_ 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. ɟÌsŘ ǻŸĨɴŸ˅ǣ NjsǼ ÞĶ Ì ǣ sɮÌ ȖǣǼs_ ɴŸȖ ʹŘŸǼsʲ ɴŸȖ O Ř ŘsɚsNj sɮÌ ȖǣǼ ÞǼʺ ʩŘ_ Ƽs Os Ř_ 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.