Trend Analysis Report: Mod-ieval by Alex Hamilton

Mod-ieval Kirstin Bartram Alexandra Hamilton Jill Liu Final Project

Trend Analysis Report: Mod-ieval

Table of Contents I. Trend Segment Selections

II.

Customer Profile

III.

Trend Introduction

IV.

Trend Analytic Tracking

Trend Concept Board

VI.

Color Section

VII.

Fabric Section

VIII.

Runway/Street Inspiration

IX.

Art Movement/Culture Heritage

Technical Drawings

XI.

Conclusion

XII.

References

Trend Analysis Report: Mod-ieval

I. Trend Segment Selections: â&#x20AC;&#x153;Mod-ievalâ&#x20AC;? Season: Fall 2014 Fashion Segment: Expecting either a trickle-up-effect, from media influence as well as consumer behaviors to encourage designers to tap into this trend more, or a trickle-down-effect from Couture designers down to the contemporary market. Gender: Female Life Style: Young, creative entrepreneur, students, musician, innovators. Living in apartments, studios, condominiums.

Trend Analysis Report: Mod-ieval

II. Customer Profile Info graph:

According to a study conducted by Experian, our target customer closely resembles one of their targeted groups, â&#x20AC;&#x153;Anaâ&#x20AC;?. The research data concluded that our specific consumer is between the ages of 18 and 35, lives an urban lifestyle, purchases more than the average female consumer, and often pays full price for garments, as she appreciates quality and durability over pricing. We have concluded that, based upon the research provided by the Experian study, it is

Trend Analysis Report: Mod-ieval

probable that this consumerâ&#x20AC;&#x2122;s preference of debit card over cash, urban over rural, tendency to spend considerable amounts of money on fashion products, and broad social networking connections within the city lifestyle may lead them to follow current social media sites such as Instagram, Pinterest, and Polyvore. This is in comparison to the select individuals who hear of new trends second-hand without directly obtaining the information themselves. In addition, this target consumer feels that it is imperative that their clothes are â&#x20AC;&#x153;up-to-date with current fashion trendsâ&#x20AC;? (Experian). Because of this, they are inclined to shop regularly, both online and in stores. However, the information presented by Experian shows that this consumer is more interested in shopping at brick-and-mortar stores within their neighborhoods.

III. Trend Introduction: A juxtaposition of fashion from the Middle Ages and modern styles and silhouettes pave a path for Fall 2014 that encompasses natural fibers, rough textures, earthy colors, and full silhouettes. Medieval fashion existed upon the idea of sensibility and sustainability. Materials were gathered from natural sources readily available without the need for trade and transportation. To give an edge to the classic styles, the Mod-ieval trend incorporates modern silhouettes such as high-low hemlines and decorative embellishments to otherwise vintage-style garments to create a neverbefore-seen style that is part-medieval queen, part-grunge, and part-contemporary. The recent trends in sustainability and recycling have generated a need for fashion that does not further damage the earth or generate a carbon footprint. In addition, present-day media includes shows that focus on the Middle Ages and historical content, from which this trend draws major inspiration and context. Game of Thrones envelops costuming that is both historically correct and imaginative - incorporating intricate details to sensible attire. Recent films such as The

Trend Analysis Report: Mod-ieval

Hobbit explore the Anglo-Saxon time period and reflect the apparel of the times. The upcoming Generation Y is now blossoming into adulthood, and is living up to its reputation of being known for its loyalty to brands that embody strong ecological and humanitarian records. The Mod-ieval trend allows consumers to participate in the upcoming courses of media, fashion, society, and culture while maintaining individualism and embodying a fresh, recycled outlook on historical foundations.

Trend Analysis Report: Mod-ieval

IV. Trend Analytic Tracking Info graphs

Trend Analysis Report: Mod-ieval

V. Trend Concept Board

Trend Analysis Report: Mod-ieval

VI. Color Section Artists have considerable tools of creation and manipulation to achieve an intended effect in their art, but few are as essential to comprehension and malleable to desired result as colors. To quote C.L. Hardin, “colored objects are illusions, but not an unfounded illusion” (Hardin, 1988). Colors allows for a dramatic amount of variation when it comes to both the inherent and implied identity of an object, whether it reveals a condition about the object, subconsciously affects the viewer into a necessary emotional state, or changes the whole meaning behind it by shifting it out of normalcy. The color red is often considered to represent vigor, forthrightness, passion, and intensity in matters of marketing, but in reality may lean more toward danger and discontentment (Elliot, 2007). If even a brief flash of red can be enough to invoke a sense of threat, it can create a sense of anxiety, fear, or even confusion depending on the overall context of the situation. It's this brief flash and minor use that gives the viewer enough to recognize an emotional response, but without the full capacity to orient themselves in regard to its essential meaning. The white and light blue-gray of a tablecloth suggest trust, stability, reliability, and goodness while the brown of the overall table inspire earthiness, goodness, and safeness. The pantone colors represent that this trend consists of a lot of secondary and earth toned colors such as the violets, grey’s and ground reds. The Medieval trend will consists of mainly “deep” colors, such as reds, browns, blues and purples, but there are variations to these colors making way for “subdued” color streams. Although many colors are bold and rich, this trend will consist of mainly cool toned colors, in exception for the reds in regards to the different materials and fabrics they may be considered as warmer “high chroma” color.

Trend Analysis Report: Mod-ieval

VII. Fabric Section: For our trend, we chose to focus primarily on natural fibers derived from plant bases or animal bases. The reasoning for this decision is planted within the culture of the Middle Ages; individuals were limited as to what supplies they could get their hands on. What one could find nearby, be it the forest, local marketing center, or animals. Fashion then focused on cottons, wool, silk, and linen. Draping was used to allow the fabric to hang heavily. However, cottons were also used to create gauzy dresses for women. Our trend is rooted in the Anglo-Saxon period, but incorporates a modern twist, which allows the integration of some luxurious fabrics such as velvet and contemporary silhouettes. In addition, our technological advances have lead to new methods of production. The new methods of growing and producing cotton have become an important issue; pesticides used to treat the cotton plants are polluting the environment. Because of incidences such as this, society is gravitating towards a shift in trends. Recycling has become more popular, and there is a main focus on sustainability in all avenues of work. Because our trend incorporates natural fibers, it works hand-in-hand with the efforts to reduce pollution, preserve resources, and avoid synthetic material production. In order to remain within the target customer range, we project that most fur will be exchanged for faux versions so as to make garments more attainable to our consumer.

Trend Analysis Report: Mod-ieval

VIII. Runway/Street Inspiration: Medieval influence is seen within the modern day media as well as the fashion scene. Within the media this trend has been found in major films such as Lord of the Rings and The Other Boleyn Girl. These movies have placed emphasis on medieval fashion, from the scenery to the costumes the films are on point. Today there are also many hit Television shows which focus on the “Middle ages” or Medieval period” such as The Borgias and Game of Thrones. These two shows are major influences and are viewed by all demographics. Game of Thrones, is currently making its way to the top spot for HBO shows. The hype of this series is growing with every episode. There is also medieval influence within present day fashion, designers such as Alexander McQueen, have showcased different variations of medieval influence. Whether it is the caged headpieces, to the velvet floor length gowns, there is a definite medieval twist to his designs. Trending colors and fabrics this season also pave the way for the medieval trend with the use of warm reds to soft materials such as silks and velvets. Other accessory designers such as Pamela Love and Erin Wasson also display medieval influence within their designs with the use of rustic metals materials and earthy designs. Pamela Love in her most recent designs emphasizes the use of claws, bones and dagger pendants, which play into the medieval style of fashion. As well as Erin Wasson has many metal headpieces that were major items within the medieval period.

Trend Analysis Report: Mod-ieval

IX. Art Movement/Culture Heritage: The Middle Ages consisted of many years filled with innovation and culture; it produced artists such as Donatello and Leon Battista Alberti, whose masterpieces are still coveted today, architecture that inspired many works of the following Renaissance period, etc. The medieval culture revolved around differentiating men from women; for the first time, women’s dress began to reflect the feminine shape and broke away from the androgynous styles seen prior. The working class citizens were limited to resources that were readily accessible; animal products, natural fibers, and plants that could be grown within the agricultural means. During the Middle Ages trade became an integral way of obtaining new fabrics and materials; however, the medieval culture focused on being resourceful. Artists of the period drew inspiration from religious subjects, as those of the church had superior authority during this time. One of the main aspects of the medieval culture is that of sensibility; unlike many historical garments, such as corsets, girdles, and bustles, the Middle Ages had an immense appreciation for nature and turned its gaze accordingly. Nature was seen as “a reflection of the transcendent world, even as a barrier” (McNeil, 2009). The medieval goal of preservation of mother earth coincides with the contemporary trends of sustainability; people of the culture took inspiration from what was readily available to them, without accessibility to artificial materials and innovative technologies. This motivates a trend based upon rustic, natural-based fabrics and textures interwoven into modern silhouettes so as to continue the efforts of modern society to relieve our carbon footprint and rely on synthetic substances. This trend allows us to “get back to our roots”.

Trend Analysis Report: Mod-ieval

X. Technical Drawings / Flat Sketches

Trend Analysis Report: Mod-ieval

XI. Conclusion The Middle Ages brought forth innovation and a change in mindset for the human race. Individuals became more concerned about nature and the well being of the earth. Trade commenced between regions allowing people to gain access to materials and resources that had not yet been made available to them. Fashion during this time revolved around sensibility and sustainability. The cultural ethics and morals were evident in the clothing worn; natural fibers were used in beautiful gauzy dresses and blouses, comfortable tunics of cotton were common, and beautiful velvet gowns graced the floors. The color ranges reflected the landscape of the earth; beautiful greens, sky blues, deep, rich tones to match the fertile soil, etc. This concept laid a great foundation for a contemporary version of the trend that encompasses the values and sensibility of the Middle Ages while giving the look a fresh twist and edge by incorporating intricate details and beading, modern silhouettes, and the juxtaposition of a bohemian, gypsyesque take on the medieval fashions. Select designers, including Alexander McQueen, have already incorporated medieval influences on the runway, and brands such as Free People and Urban Outfitters have introduced maxi coats with heavy hoods and beautiful patterns, all of which is an ode to the upcoming Mod-ieval trend, aimed towards consumers between 18-35 with a knack for creativity and a yearn to be unconventional. Societal occurrences, such as global warming and a rise in sustainability, aid in creating a need for such an environmentally friendly trend.

Trend Analysis Report: Mod-ieval

References Brannon, E. L. (2005). Fashion forecasting. New York, NY: Fairchild Publications. Burns, E. J. (2004). Medieval fabrications: dress, textiles, cloth work, and other cultural imaginings. N.Y., USA: Palgrave Macmillan. CND (n.d.). CND Blog Âť Rodarte Spring 2013 Runway Show â&#x20AC;&#x201C; Modern Medieval Nails. Retrieved April 28, 2013, from http://www.cnd.com/blog/fashionweek/spring2013/2012/09/rodarte-spring-2013-runway-show-modern-medieval-nails/ Cotton Incorporated (n.d.). The Quality Conundrum - Cotton Incorporated. Retrieved April 18, 2013, from http://www.cottoninc.com/corporate/market-data/supplychaininsights/quality03-12/ Editd (2013). EDITD - AW 13/14 Data Driven Trend Report | EDITD. Retrieved April 20, 2013, from http://www.editd.com/blog/2013/03/aw-1314-trends/ Experian (n.d.). UK Female Fashion Market Segmentation Types. Retrieved April 11, 2013, from http://www.experian.co.uk/assets/businessstrategies/brochures/fashion_segments_handbook_females_small[1].pdf Leventon, M. (2008). What people wore when: A complete illustrated history of costume from ancient times to the nineteenth century for every level of society. New York: St. Martin's Griffin. McNeil, P. (2009). Chapter 4: The medieval aesthetic sensibility. In Fashion: Critical and Primary Sources Volume 1: Late Medieval to Renaissance. Middle Age Artists. (n.d.). Retrieved April 24, 2013, from www.middleages.org.uk/donatello.html

Trend Analysis Report: Mod-ieval

Piponnier, F., & Mane, P. (1997). Dress in the Middle Ages. New Haven: Yale University Press. Wolfe, M. G. (2009). Fashion marketing & merchandising. Tinley Park, Il: Goodheart-Willcox Co.