Creative Development FFD410 Tobi Adebogun
Street Trends
A pleated skirt was probably one of the spring/summer trends this year. The day that I came out to shoot people the trends weren’t in stores yet. But knitwear can be seen in stores around this time, it isn’t a key trend but it is very popular around this time of year.
These photos were taken in Southampton town centre. While I was taking photos I noticed that there were people who dressed in a distinguishable way for the type of shop they were going into.
This person is wearing black which is on e of the trends for autumn/winter 2015. Also the coat looks like its tailored which is another one of the key trends for this autumn/winter.
One of the trends that this person is wearing is black. I don’t think at this time that autumn/winter trends are in shops yet when this photograph was shot. Also jeans were not one of the trends for this winter but they will always be seen on someone no matter what trends are available or not .
This photo was taken in Southampton high street. It seems by this photo that jeans are still in fashion in all seasons. Since I was trying to find people who dressed slightly differently than others, I realised that people liked to wear jeans a lot.
This person had just come out from Topshop. The coat she is wearing has been very popular with girls during autumn, since its lightweight and not too thick for the weather. Beige and grey colours are coming into the trend for this season as well.
This was taken just outside of Westquay mall. This person hasn’t gone over the top with his fashion, seeing as its quite minimalistic. He is also wearing chinos, which isn’t as popular with men, nut the colours that are being used are quite popular for this season.
Memorable moments in history that changed fashion 1. Kate Middleton’s Wedding Dress: Long Sleeves and a higher neckline wasn’t seen as much in the bridal industry, so this seremony struck other bridal designers inspiration to make & create a trend within wedding dresses. 2. Lady Gaga’s Meat Dress: This dress became a reminder to people and designers to not stop being unique and thinking outside the box when it comes to fashion. It helped remind them to become more artistic with the way they dress or design. 3. Vivienne Westwood creates “Punk”: She created a new term to define a unique style which included a lot of leather, ripped t-shirts etc. 4. The first “it” bag: In 1956, House of Hermes designed a bag named after the Grace Kelly & the bag changed the handbag industry as a whole.
5. Coco Chanel’s “Little Black Dress”: She designed this dress in the early 1920s and has left its impact on the fashion world up until today. Other designers have created their own take on the LBD making it a essential closet piece for women to own.
Trends Research Eighties Revival: The Balmain fashion show displayed off-the shoulder looks and big retro belts, other designers such as Christopher Kane and J.W Anderson have also displayed looks that are inspired by the 80s. Fur: Stella McCartney did a campaign against wearing real fur called “Fur-free-Fur� the coats were big and cream with hoods. Louis Vutton also did something similar with the coats being oversized in white, black and leopard. Red: This colour was seen in shows such as Dior or Salvatore Ferragamo The colour red was seen in different shades such as burgundy, scarlet, ketchup etc.
Bold Prints: This is one of the most vibrant trends of the season, with the colours bold and inspired by art, these prints were seen in all four of the cities during fashion week. Seventies: The 70s is making a comeback for this season with flared trousers, neck scarves and fringed waistcoats.
Youngjun Koo Youngjun Koo is a street photographer, originating from Seoul, Korea. Koo takes about 2000 photos per day and only 20 - 50 are best to be featured in his blog. He likes to take photos of people who have a good “mix and match� fashion style. He has been inspired by other street photographers such as Tommy Ton. He shoots a range of different photos for clients such as Vogue, Elle Korea and New York magazine.
Adam Katz Sinding Adam Katz Sinding runs a blog named Le 21eme. The blog features some high quality images of fashion in the streets during different fashion weeks. He doesn’t classify himself as a street photographer/blogger but rather as a photojournalist, who documents fashion’s development.
Store Identifiers Forever 21 is known as an American clothing store aimed towards young girls. The age range is usually 16-23. There isn’t anyway to recognise clothing from there as you can easily get the same thing from another store like Primark. A majority of the store is mostly women’s clothing, and they have a men section and a plus sized section. Celebrated by many style conscious and trend-savvy shoppers, Forever 21 has quickly become the source for the most current fashions at the greatest value. Forever 21 is growing quickly, featuring new and exciting store environments, a constant flow of fun and creative clothing designs and the accessories to make your look come together at the right price. A phenomenon in the fashion world, Forever 21 provides shoppers with an unprecedented selection of today’s fashions, always changing and always in style. (http://www.forever21.com/mobile/company/About. aspx?br=mobile)
River Island is known for being on time with trends. The store is aimed at young adults and sometimes children as some branches have a children’s section. With over 60 years of fashion retailing experience, River Island is one of the most well-known and loved brands on the High Street. At River Island we are renowned for our stylish, affordable fashion. The unique touches we bring to our collections help us stand-out from the rest of the High Street. Our customers can always rely on us for great going-out looks and occasion wear, amazing denim and fabulous bags and shoes. We pride ourselves on being the perfect store to pick up everything you need for a brand new head-to-toe look. (http://www.riverisland.com/inside-river-island/about-us)
H&M is Swedish clothing company and they are well known for collaborating with designers such as Alexander Wang & Balmain. Their store is aimed at teenagers, men, women & sometimes children. Their prices are quite affordable for people who work. Their Business Concept H&M should always have the best customer offering in each and every market. We offer collections that are wide-ranging and varied for women, men, teenagers and children. To us, design, quality and sustainability are not a question of price: we should always offer inspiring fashion with unbeatable value for money. (http://about.hm.com/en/About/facts-about-hm/ about-hm/business-concept.html)
New Look is a South African fashion retailer. The store is aimed at young adults. The prices are affordable but only to the point that if the customer is working or if they have a sale. At New Look it’s all about interpreting trends and making them accessible for our customer. Sourcing suppliers from all around the world means we can buy in to new trends quickly, allowing us to run a fast fashion model with a typical turnaround of design to shop floor in just 13 weeks. Whether they’re shopping women’s, men’s or any of our other ranges; Inspire (sizes 18-28), Teens, Tall, Petite or Maternity, our ranges offer a broad width of appeal so that all our customers can buy into the latest trends in a way that suits them. We react quickly to the trends and successfully provide products to suit our customers’ individual style. (http://www.newlookgroup.com/who-we-are/ourproduct)
Zara is a Spanish clothing chain and are well known for their own take on catwalk inspired fashion. I think their clothes are sometimes distinguishable depending on what the customer as bought from there. The store is aimed at working class women & men and probably some young adults. Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interact. The company’s commitment to the environment is included in Inditex Group’s Corporate Responsibility Statement, published on our website: www.inditex.com (http://www.zara.com/uk/en/company/ourmission-statement-c18001.html)
Compare • Both of this stores have worked with designers/celebrities such as Rihanna, Olivier Rousting, David Beckham, Alexander Wang etc. • Both are aiming towards the same target audience which is Men, Women & teenagers. • Their price range is within the same range.
Contrast • River Island brands their bags and purses with their logo so its easy to know where people get their things from • River Island supports different charities such as Sightsavers, Young Epilepsy, newlife and many more. • H&M cares about the quality and sustainablity of the clothing • H&M is made up of six independent brands: H&M, COS, Monki, Weekday, Cheap Monday & Other Stories
Compare • Both cater to young girls/women • Both do not have a distinguishable men’s section • The price range is the same
Contrast • Forever 21 always puts a bible verse on their bags John 3:16: “For God so loved the world that he gave his one and only Son, that whoever believes in him shall not perish but have eternal life.” • Forever 21 has been chosen as one of the top three teen shopping brands nationwide. (USA)
Timeline 1910s
1920s • •
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1950s • • • •
In 1945 the Cold War began Teddy Boys were the original teen rebels Rock and Roll topped the musical charts Marilyn Monroe, Elvis Presley, James Dean & Elizabeth Taylor were the most influential people of the decade
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Known as the Golden Age 3 Main themes of the decade were sexuality, technology & Social Progress Coco Chanel created the Little Black Dress
1960s •
1940s
1930s
Andy Warhol, well known artist of the decade American Express credit card was created in 1959 Subcultures such as mods, Hippies and psychedelia emerged Internet in the making
T-Shirt invented Unicef invented Bikini invented Great depression ends in the US in 1943
1980s
1970s • • • •
MTV is launched 1982 Calvin Klein displays his first underwear ad in times square 1985 Nike released Air Jordan 1 Princess Diana, Michael Jackson & George Clooney were style icons of the decade
1990’s The 1990’s was an eventful way to end the 20th Century and enter a new one with many things such as the internet which turned into a powerful tool later on. Here are a few things that have happened in the 90’s.
While researching this decade I was put into a pair with Laya. Part of my work was the research included in the presentation which was most of the information except for the fashion part of the decade. Laya was the one who put our presentation together.
The World Wide Web launched, which lead to social networking such as Twitter, Facebook, Snapchat etc. Became a necessary tool for fashion designers as people could also view their fashion designs before they were released into stores (Image from: http://www.thatericalper. com/wp-content/uploads/2014/02/eaeth. jpg)
Rap Music & Hip Hop: This subculture influenced an entire generation of children and adults, usually their music is listened to in the city but people from the suburbs listened to the music as well. The subculture had a huge impact on fashion in the 90’s which led to people wearing baggy trousers/jeans, long t-shirts or jerseys, the iconic Adidas trainer and baseball caps or bucket hats. (Image From: http://i.ytimg.com/vi/TKYUqbtZ-lA/maxresdefault.jpg)
Heroin Chic Heroin Chic was a style that gained popularity in the mid 90s. The style usually consisted dark circles under the eyes, pale skin & a bed head. Kate Moss was one of a few models that was known with this particular style. However there has been controversy within this subject matter as it was seen as glamorising heroin usage.
It was Kate Moss while she was up-and-coming, that popularised this style which made a huge impact on the fashion industry. (Image on the left from: https://whattheshelll. files.wordpress.com/2015/02/heroin-chic.jpg)
Corrinne Day Corrinne Day was a British fashion and documentary photographer. Her style of fashion image making has made an impact in the fashion world. She shot photos mostly of her friends and Kate Moss, who was later found out to have been discovered by Day. The way that she shot in was in a biographical context with a fashion element being added into the photo.
Ideas, Attitudes & Beliefs The rave culture came from Europe in the 90’s and became a huge hit. Wide leg jeans, multi-coloured bracelets, and rainbow colours were the main characteristics of this trend. Kurt Cobain was believed to have been the one to start the grunge trend, but many people argued against this. He wore baggy oversized tops and unbuttoned flannel shirts
Kate Moss made an impact on the fashion Industry when she came onto the scene. Controversy had sparked when her appearance was known for “making eating disorders and heroin use glamorous�.
Technology • Electric Cars: The US government passed a “Clean Air” act asking car companies to develop more fuel-efficient cars with cleaner exhaust fumes • Dolly the Sheep is cloned successfully • The worlds first web-cam is made at Cambridge University • The Hubble space telescope in launched into space • In 1999, Bluetooth wireless file sharing came into existence • In 1991, the worlds first memory card is made •
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http://www.mobilefun.co.uk/blog/wp-content/ uploads/2015/04/5213ccb1757b7f4c568b4568.jpg
Entertainment • Lion King first came into cinemas in 1994 and made its way into Broadway in 1997 and still runs up until today. • The Fresh Prince of Bel Air: Will Smith became a fashion influence from the show with it consisting colourful tracksuits, Zubaz pants, and a vast collection of Jordan’s • Many Boy Bands were around in the late 80s but managed to make their way into the 90’s. Bands such as New Kids, 90 Degrees & Boys II Men. • Movie rental stores actually opened in the 70’s, but became very popular in the 90’s. •
• http://www.dan-dare.org/FreeFun/Images/CartoonsMoviesTV/ LionKingWallpaper800.jpg • http://cdn03.cdn.justjared. com/wp-content/uploads/ headlines/2015/03/c-spangets-pranked-with-funnyfresh-prince-of-bel-air-call. jpg
Trend/Concept For my trend I have chosen to do the Heroin Chic style back in the 1990’s which was inspired by Corrine Day’s photography style. The trend is very basic styling with dark eye-liner/eyeshadow used to create that androgynous look. The model that is used within this type of trend is always quite thin and skinny and usually have an angular body shape.
Test Shoot For this test shoot, I decided to try to test out lighting and some key trends in the photo like ripped jeans. The trend that I am thinking of doing is grunge from the 90’s but with a colour twist on it, pastel colours. So I might do another test shoot on this trend. I tried to make the lighting moody so that it would match the trend more.
Customer Profile Name: Mandy Age: 18 - 25 Marital Status: Single Career: Student - Fashion Communication Hobbies: Like hanging out with friends, Stays at home once in a while, Goes out almost every weekend, Transportation: Uses public transport to get around as owning a car will be expensive (Parking etc.) Likes to shop: At H&M, New Look, River Island, Urban Outfitters (sometimes)
New Look This is the store that I have decided to store my trend in, because I feel like my trend will be able to properly present itself in the media very well, which is a big factor since most people are always online. • In 1969, they opened their first store in Taunton • In 1988, the opened their first store in France • In 1994, they opened their 200th store • They launch their teen range in 1996 which was called Generation 915 • 1998, They floated on the London stock exchange • In 2000, they made bigger sizes from size 18 to 26 • Mim, the French fashion group joins their group in 2000 • 2003, they lauched their first menswear store in the Republic of Ireland • Their 500th store opened on Oxford Street in London in 2003 • A maternity range was launched in 2004, they also became a private bussiness • First store was opened in Belgium in 2006, They also relased their first ever Kelly Brook lingerie and swimwear line • In 2007, They launched their first designer collections with Giles Decon and Lilly Allen, also became number one in the UK for foot waer by volume. And started to sell online at newlook.com
• Distubution centres were opened in Singapore and Istanbul in 2008 • London support centre was opened. They also celebrated their 40th anniversary and opened their 1000th store in Bath, they also launched the New Look charity foundation in 2009 • They opened their new four-floor store in Oxford street and open their first store in Poland in 2010 • In 2011, they had their own TV show on channel 4, New Look Style the Nation. They also launched a mobile app, a mobile store and a ‘click and collect’ in store function. They launched their first concept store in HighWycombe in Wales • In 2012 they re-launched their concept store in Marble Arch and brought together the online and offline shopping experience with interactive screens. They also opened another support centre in Weymouth • In 2013, they introduced more concepts into their stores and came up with a new logo • In 2014, they launched French and German website for their stores
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