TRE NDS S/S 1 8
Major Trend - Plastic Filled Future
Contents
Concept Driver 1 Driver 2 Driver 3 Driver 4 Driver 5
4 5 6 7 8 9
Impact 1 Impact 2 Impact 3 Consequences Futures
11 12 13 14 15
Colours Shape Development Fabrics Design Reaction Print reaction
16 17 18 19 20
Micro Trend - Fast Forward Impending Concept Overview Driver 1 Driver 2 Driver 3
22 23 26 27 28
Impact 1 Impact 2 Impact 3
30 31 32
Design Reaction
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Bibliography
34-39
Major Trend
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There is a concerning amount of plastic rising in the ocean. As every bit of plastic that has ever been made still exists and doesn’t disappear. A new approach to environmentalism is needed as protecting the oceans is a must.. ‘By 2050 the oceans could have more plastic than fish.’. According to Greenpeace, scientists have shown that up to twelve million tonnes of plastic is entering the ocean every year. After decades of plastic pollution, overfishing and other incidents we can’t afford to turn a blind eye. The business insider claims that only 14% of plastic packaging is recycled, therefore the rest is polluting the oceans.
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Concept Humans are constantly consuming products that consist of plastic every single day and haven’t been reusing the plastic as much as they should. Causing the plastic to go into landfills that are then polluting the oceans which should be prevented. Various corporations and campaigns are seeking to find solutions to minimise the amount of plastic that gets discarded into the ocean. World ocean day exists to raise awareness to all. Reminding everyone how much we rely on the ocean, it is the lungs of our planet, providing most of the oxygen we breathe. Bringing together activists that are always searching for solutions to end plastic pollution. The environmental group Avatar Alliance Foundation released a short film titled “What would the ocean say?� A stunning vision capturing the beauty that lives in the ocean all from the oceans point of view. Whilst displaying the harsh reality of plastic pollution and what could entail for the future. However, there is hope and an aspiration for everyone to change the state of the environment around them.
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“"You wouldn't think you could kill an ocean, would you? But we'll do it one day. That's how negligent we are."”
― Ian Rankin, Blood Hunt
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‘'There is no quick fix to the massive, global issue of plastic pollution’ therefore the population must still take action to take care of earth.'
Plastic eating bacteria “It’s accurate to say that plastic pollution is now a global crisis that doesn’t just threaten the lives of millions and millions of wildlife, but also is threatening the safety of literally everyone in this room and everyone on this planet.” Miranda Wang Scientists recognise it is imperative to find a solution to improve the oceans condition and elevation of plastic. Miranda Wang has been working on new technology since 2011, after discovering plastic eating bacteria that will upcycle plastic pollution into valuable materials for textiles. As many are looking for a way that will save the global issue and prevent the pollution from intercepting the food chain affecting our blood stream. The impact can only increase starting to cause vast health risks to those that are in-taking the synthetic chemicals found in plastic through sea life cuisine.
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emissions by 80% in its own operations by 2030. At present the company claims that 70% of its plastic packaging is recyclable.
M&S cutting down on plastic and changing packaging Consumers want companies that are forward thinking and always concerned environmentally. Marks and Spencer’s have promised to rethink plastic packaging and cut down on waste in order to protect the oceans. “Without fundamental redesign, about 30% of plastic packaging will never be reused or recycled” Ellen MacArthur foundation. The new sustainability plan is to target their 32 million customers, 85,000 colleagues and 200,000 shareholders to create a mass voice for sustainable change. Steve Rowe, Chief Executive for Marks and Spencer’s is determined to set a leading example for plastic reduction. Making all M&S packaging widely recyclable and plan to reduce greenhouse gas
The plan aims to influence other companies and corporations to follow suit and consider the rise in plastic along with the difficulty for the future. A positive start to prevent the ocean from containing more plastic than fish and reducing their plastic footprint by stopping producing excessive plastic packaging. ‘ ‘The plastics problem may improve as regulatory pressure grows: last week, as part of its Circular Economy Package, the European Parliament approved a target to recycle at least 70% of waste by 2030.’ To create a sustainable future for people of all communities.
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Mermaids hate plastic campaign was created for social media as the influence of social media has risen and awareness is spread quicker than ever with the simple use of a hashtag. The growing crisis in our seas needed an online campaign to target different categories of people. ‘How do you get people to talk about something ordinary, ugly and boring?’ Von Wong answered, ‘you do something extraordinary and add a mermaid and
‘Do it for the planet, for your children.. and for the mermaids.’
then you will have people’s attention.’ Wong wanted to do something about plastic pollution for a long time so decided to create a project involving a shoot that was completely unique and different. To create an impact, it contained 10,000 recycled plastic bottles and a hand painted mermaid. This attracted 10,000 signatures for a pledge to reduce the amount of plastic in their life. According to the campaign it takes approximately 450 years for a single plastic bottle to degrade. The overall effect educated the public on the plastic waste happening every day, hoping to change every day decisions when it comes to plastic. The You Tube video was an accomplishment with 1.5 million hits in one day, exposing everyone to the current plastic pollution issues.
Mermaids Hate Plastic Campaign
SOCIAL MEDIA
Major Trend
Greenpeace Campaign ‘'If we act together now we can protect the world’s precious oceans for the future generations.'
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The Greenpeace campaign is seeking to end the flow of plastic into our oceans. Scientists are showing that up to 12 million tonnes of plastic enters our ocean every year and plastic packaging for food and bottles are the main problem. Greenpeace, a global environmentalism organisation is always raising awareness for the planets future. Particularly looking into our plastic issue damaging the ocean, not only that but plastic that is choking turtles and endangering other sea life. Meaning plastic is entering the ocean food chain, which soon affects our food system that can damage us. Hoping they will inspire big corporations and the government to reduce their plastic foot print and act fast before it is too late.
Major Trend
Youth Movement
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A new generation is starting to make a difference for a positive change worldwide. There are so many teenagers grouping together all around the world deciding to make a change which will create a cleaner ocean for the new generation. The power of the youth movement is resolving the issues whilst educating and inspiring more teenagers to join together. A youth summit in the Bahamas has an ocean plastic pollution campaign called ‘SEA Change, Be Change’ where they are physically doing something to clean up the ocean. As so much waste is swept onto their shores and because they care and realise it is their future it affects.
"We believe that an uprising of young environmental leaders will step forth to solve the plastic pollution crisis" Bahamas plastic movement.
‘What do young people and plastic have in common? They will both be around a lot longer than we will.’ Lisa Kass Boyle Similarly, Santa Monica high school has a group of students called ‘Team Marine’ that are taking actions and are in the process to ban disposable plastics as they are a huge factor filling up the ocean. After their sixth march in four years they are continuously looking for ways to make a difference in order to reduce plastic waste. All around the world there are teenagers that care and realise something must change before it’s too late.
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‘"By 2050, The Oceans could have more plastic than fish"� The Business Insider UK. Rebecca Harrington
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Alejandro Duran
Major Trend
impact 1 Alejandro Duran reacts to the plastic pollution issue in his new project called ‘Washed Up’. Where he turns ocean waste into installation art and photographs the project in order to raise awareness about the amount of discarded plastic being wasted. The objects were carefully distributed as if they had been swept onto the beach by the sea in the same way actual plastic waste is. Imitating the ‘reality of our current environmental predicament’. Raising awareness to change the way everyone thinks and allowing people to think about what they can do to save the future.
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“So much work has happened behind the scenes since we launched our partnership with Adidas,” said Parley for the Oceans founder Cyrill Gutsch. “We are creating new standards, new materials and technologies that are so different to those the sporting goods industry is used to.”
impact 2 Adidas x Parley Collaboration
As consumers are becoming increasingly aware of the impact of plastic in the oceans, there is a want for a development for reusing plastic. Adidas and Parley recently collaborated to create running shoes made from ocean plastic, an innovative and intellectual idea benefiting the environment. The partnership began in 2015 in an attempt to clean up the oceans and bring awareness to all. Considering Parley pulled 740 tons of plastic
pollution from the Maldives Indian ocean, Adidas are reusing any waste and turning it into shoes. Transforming unwanted waste to wanted, in an aesthetically pleasing design. As making a change is crucial for the environments future. Encouraging everybody and other designers that they can made a difference is important. Committing to their eco-friendly views Adidas also discarded the use of plastic bags in stores promoting all efforts to environmentalism.
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Stella McCartney "I am always asking what have we done to make this garment more sustainable and what else can we do?"
McCartney has always projected her passionate ethical views in order to transform the fashion industry into being more sustainable. Always being conscious on how the environment is affected. Reacting to the current plastic pollution issues the world has created she is always looking for ways to improve and not only that but be responsible for how we can make the planet a healthier place. “Fashion is an industry that makes a significant impact on the health of the planet and on its life support system – the oceans.” Taking it one step further and always pushing ideas McCartney shot her autumn winter collection on a
landfill to bring it to everyones attention the amount of waste people create that doesn’t go anywhere. Her outlook isn’t burying her head in the sand, yet facing problems and attempting to tackle them whilst always succeeding in raising awareness and improving it in some way. Therefore, McCartney will be designing clothing made from recycled ocean pollution, ‘refining garbage chic’. Always searching for a healthier alternative whether it is vegan leather or using recycled fabrics striving for change.
“It’s time to make peace between mankind and the sea” Cryrill Gutsch Founder of Parley.
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5p Bag Charge The Five pence carrier bag charge has been put in place by the government as a law which intended for people to think before throwing away plastic and encouraged to reuse. Demonstrating how effective this was, is the number of new plastic bags used has
Consequences
The Law Change dropped significantly, showing putting the law in place was correct to hit the target. The plastic bag usage dropped 85% since the five pence charge was introduced. ‘The number of single-use bags handed out dropped to 500m in the past six months compared with the 7bn the previous year’. Without people consciously realising they have already helped
Happening on a mass scale to save the ocean and reduce plastic waste. As a consequence of recognising that something needed to change on a mass scale and it being successful, it will only take a few more rules to educate most of the population.
Major Trend
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The Parley SnotBot in collaboration with Intel creating advanced technology
The Parley SnotBot is advanced technology and artificial intelligence which is in collaboration with Intel. Aiming to spread awareness, open minds and strengthen protection, Parley is always putting the ocean first. In order to improve the oceans future looking towards developing technology to receive accurate date is the way forward.
Futures
The SnotBot is a drone enabled device to hover over the sea and whales to collect biological data without intervening with nature. It will be able to review date
streams as they are coming in with the computer to view them physically. Which will research and educate the team to progress even further for the future and be more efficient in the field.
“Together we can better understand and protect the long-term health of whales and the oceans, and in turn that of the humans who rely on both.� Founder of Parley
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I will refuse disposable plastic
PANTONE Cool Gray 6C PANTONE 5015 C PANTONE 5493 C
A palette inspired by plastic pollution involving the ocean creates some real deep tones mixed in with lighter shades representing objects in the sea. The trend research similarly drove the hues of the colours permitting them to be distinct. Allowing calm tones to lead a positive message of saving the ocean, which softens the deep tones which was stimulated from the deep sea.
PANTONE 648 C
Colours
PANTONE 7464 C
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PANTONE 659 C
Major Trend
Major Trend
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Shape Development
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Organic cotton Recycled polyester Silk Wool
Fabrics and others
Using environmentally friendly fabrics is especially important since the whole trend is focused on being sustainable and thinking about the future. Therefore, materials can be used that are the least damaging to the environment and a benefit if they are renewable. If products for fashion are developed, the fabric industry can be very damaging to the environment when making fabrics, mainly the process that uses significant amounts of water. Cotton can be severely damaging to the eco system which is why organic cotton is the more suitable decision. Organic cotton is grown without toxic and synthetic chemical inputs. Wool will also be used for pieces like jumpers or oversized knits, as its renewable and doesn’t need chemicals in the production. Recycled polyester is most suitable since the fibre is made from ‘cast-off polyester fabric and soda bottles’ meaning reusing is involved lowering the carbon footprint.
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Design Reaction Designs will be full of volume and gathers to form a stream like current portraying the oceans movement. Prints will be carefully placed in within the designs in order to influence a positive message for the consumers. The design silhouette will be inspired from trend imagery and primary drawings. Allowing the designs to be loose and non-restrictive in any form and advance like the oceans, high necks will also be considered to represent slightly concealed tone.
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Print Development
The print was inspired by ocean experiences and aesthetics bringing in the deep ocean tints whilst layering over silhouettes of shapes used throughout. An overall on-going message is projected through a positive light to save the oceans which will be used on some prints. Equally sketches have been displayed frequently which stimulated the reusing plastic sketch to be made into a print.
Micro Trend
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Fast Forward Impending
Micro Trend
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Conc ept “Our technology, our machines, is part of our humanity. We created them to extend ourselves, and that is what is unique about human beings� Ray Kurzweil
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Technology is fast forwarding to the future at a fast pace. Not only is it taking over but it is becoming a part of people. Everyone relies on it, developing addictions and desires to be wellliked on social media rather than in person. Taking it one step further, technology will merge into people, hack into their intellects. Portable devices will be embedded into the skin and minds to enhance humans as a whole, however it will destruct happiness causing people to lose sight of what it is to be human. Social media will dictate lives representing who someone is online, rather than for their personality, leading to obsessing over being liked online over physically in person.
over viewmi crotrend
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The future doesn’t involve carrying cash, purses or even cards. Soon we will be able to pay for something with just ourselves. Sweden is in the future in regard to paying for things, after getting rid of physical money and making everything card only. The imminent step is being driven closer to putting a physical chip inside of the skin on the hand to pay for things. ‘In ten years’ time, it will be abnormal to carry around cash,’ therefore an alternative is needed. Someone has already had a microchip implanted in their hand, using a capsule holding a radio frequency identification chip. As it was a success, in the future it could become an actual thing that we just have on us to pay for things or show our identity. In Sweden, there is also an option to get a chip implanted in order to travel without the hassle of finding tickets. ‘The Swedish rail operator says that around 100 of its customers use the service.’ Companies are now offering this service to their employees which may seem ridiculous however it could develop over time and soon be ordinary to have.
driver 1 The Future of paying is Near
Micro Trend
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driver 2 The black mirror season is fast forwarding into a bizarre future which we wouldn’t think could be possible, however many ideas will be. In the episode ‘Entire history of you’ a grain is inserted inside of the brain which allows everything they see through their eyes to be recorded. All they have to do is press play with a button, and they can re-watch every single memory they have over and over again. Almost creating an organic mind, in ten years’ or more time this could be seen to be possible, from just recording through someone’s eyes to help them remember. This idea may stem from a bizarre mind, although it drives knowledge for people to be inspired and want to imitate it in some form.
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A Brain Chip to Remember
dri ver 3
‘The idea of implanting brain chips into people to give them superhuman memory might sound like the plot of the latest science fiction film. But one pioneering neuroscientist is ready to start trialling this futuristic technology in humans.’
Many universities in America along with biomedical engineers and neuroscientists are operating something big that will happen in the future. They are constructing an electronic implant which can help people who suffer with severe memory loss, solving a huge struggle for so many lives. This can benefit people who have suffered from a stroke, Alzheimer’s diseases and other injuries. ‘For more than two decades, Berger has designed silicon chips to mimic the signal processing that those neurons do when they’re functioning
properly—the work that allows us to recall experiences and knowledge for more than a minute.’ The idea is far ahead and could be seen to be similar to black mirror which may have seemed impossible, however it is in the works in order to push limits and succeed. It is not too put individual memories inside the brain, just putting the capacity to generate these memories. This could potentially be a huge scientific breakthrough to help thousands of people and lead to better things, for example solutions for other diseases.
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“"Without technology humanity has no future, but we have to be careful that we don't become so mechanised that we lose our human feelings."� Dalai Lama
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Imp act 1 As technology is advancing at an extraordinary pace scientists and innovators are forced to keep up. Scientists at MIT and Microsoft teamed together to create a on skin interface, allowing users to use their skin to control electronic devices. Introducing a ‘smart tattoo which could turn a recipient into a walking piece of interactive technology.’ The collaboration formed to allow people to have a temporary metallic tattoo which allows them to share data and control their phone, simply by touching their skin. It is an aesthetically pleasing advance piece of technology that is so light and forward thinking you can merely take it anywhere. It uses gold leaf metal which produces conductivity using your body temperature to display output.
“The project hopes to make on-skin electronics cool and accessible”
Tattoo that controls your Phone
Micro Trend
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Is social media a prison of fake smiles?
impact 2 People are reacting to future technology which inspired a series of Black Mirror to display their idea of future technology with obscure theories. The black mirror episode ‘nose dive’ uses advanced technology and presents a world dictated by social media. The individuals become addicted to their devices as they constantly have to rate each other out of five. The higher the rating someone has, leads to luxuries such as a better apartment, jobs, gym and food places. Forcing people to become fake and desperate, doing everything in their power to achieve a good rating. As drivers notice that technology and social media will become part of us in the future, it will soon take over. Will having many followers and likes make people happy or will it lead to them to always wanting more? Social media taking over and becoming part of individuals is inevitable and could allow us to never truly know what happiness is.
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impact 3
Voice control is the Future
As consumers are becoming increasingly dependent on technology and as it becomes more advanced, individuals are becoming lazier. Companies are recognising this and producing more and more products to meet these needs, already there are so many gadgets that have voice recognition, for example Siri, the Alexa and so many others that can respond to us and will complete a task without the user pressing a button. The Alexa is a device you can have in any room, by just uttering ‘Alexa’ it will respond that very second, to complete any task within seconds. For example, play a song, google a word, recite the weather and so many other things. Soon it won’t be unusual for there to be smart technology all around the house, simply responding to an individual’s voice and completing a task. Gadgets such as televisions will have voice controlled technology, extending it even further to laptops which will type without someone actually typing.
'As modern technologies become more intuitive, manufacturers create devices which can be activated and controlled by touch, specific gestures, and even your own voice.'
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Colours A palette inspired by new technology and brain activity whether it is a disorder or addiction dark tones come through. Along with contrasting shades of purple and magenta stimulated from the research imagery. Futuristic tones are fairly neutral and fresh with an innovative sensation. A dash of mustard is introduced from the lighting and mood of the images, strong light that comes from a device constantly from being exposed to it 24/7.
Bibliography
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Fast Forward Impending
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