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BEACHY KEEN Trend and Color Forecast S/S ’14


TABLE OF CONTENTS Introduction ..................................................................................... 1 Consumer Profile ............................................................................. 3 Customer Readiness ........................................................................ 5 Trend Analytics ................................................................................ 7 Runway + Street Influence ............................................................. 8-9 Art + Culture Influence ................................................................. 10-11 The Look: Full Concept ............................................................... 13-15 The Mood: Pantone Selection ...................................................... 17-19 The Feel: Fabric Selection ............................................................ 21-23 Technical Flats .................................................................................. 25 Conclusion ........................................................................................ 27


A day where the sun is high and the tide is mellow gets a girl feeling beachy keen. She has a very organic approach to getting dressed, letting the environment and cosmic placement determine her vibe each day. She lives in organic cottons and silk chiffons, dancing lightly with every step as if she were kissing the cool, sandy shores with her bare feet. Her world is made of feel good beach vibes and rich sunsets that create a dreamy seaside palate for the Spring / Summer ’14 season. This trend is not only about a natural landscape, but also a very organic process in which the clothes are made and cared for. With the current state of our environment, there is no better time to begin sourcing our fashion from the earth to create a sustainable future. This would be accomplished through the use of natural dyes and organic fabrics, and by creating very free-flowing craftsmanship and graphic techniques. This trend is therapeutic and eco-friendly, taking it beyond what we put on our body to what we put in it. Along with the use of natural herbal remedies and relaxation methods such as yoga, it surpasses simply being a trend, but rather manifesting into a way of life. It is one that will be able to take on countless approaches as time goes on, growing endlessly as our techniques to manufacture organic products at a lower economic level have become more advanced so that access to this sustainable system is available to everyone. Overall, this trend mirrors the rise and fall of the ocean’s tide, possessing a very raw quality of both imperfection and spirit that offers a harmonious balance for this trend to succeed.

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The ideal demographic for this trend is a young woman, age 18-25 from the Generation Y era. She has an easy life, with time and money to travel. If she has moved out, she is most likely living in an urban apartment with roommates and has a job that lets her express her creative personality. If she is unemployed, she is most likely still living at home and attending school, and receiving money from her parents. Her spending habits are above average for most women, but while she spends bigger, she shops smaller by splurging on special items that she feels confident in. She makes use of online shopping often to find the perfect complimenting piece to her style. She is very aware of fashion trends, but does not let them compromise her personal style. She also keeps up with trends in the environment and technology making her very eco-friendly and tech savvy. She understands the global impact of shopping locally and buying natural products as much as she can afford to. In conjunction, she uses social media as main platform of influence on society by being frequent on her Instagram, Tumblr, and LookBook.nu. Information sourced via experian.co.uk

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CONSUMER READINESS FOR TREND Recently the fashion industry has witnessed an exploitation of toxic and unethical production methods in major fast fashion retailers such as Zara and H&M. Although these companies have begun to further their efforts in creating an increasingly chemical-free product, the process will still take years to see success. To create a garment made from natural fibers requires an expensive, intrinsic process that many companies cannot afford time or money wise, so they avoid it all together.

A study from Cotton Incorporated shows that over half (55%) of customers are willing to pay more for clothing made from natural fibers. With this information, the argument of consumer ability diminishes a considerable amount, consequently leaving it up to the company to change their methods.

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TREND ANALYTIC TRACKING “ORGANIC” Twitter (see left) saw a leap in #organic conversation of the political debate behind the movement. The #organic tag on Instagram features over 200,000 photos and is constantly updating. The photos range from organic farming to organic cotton to meditational practices boosting an organic mind. YouTube features close to 2 million videos having to do with organic products and conversation.

(Chart via TweetReach)

NATURAL DYES + FIBERS On Earth Day 2013, Free People launched their new eco-friendly in-house label respectfully named Maheya meaning “of the earth.” Each garment is a one-of-a-kind piece made with hand-crafted dyes created from dried flower pigment, and the hangtags for the garments are made from wildflower seeds that can be recycled by planting them, making the attempt of creating a natural collection a success. While the price point is a bit steeper than a standard Free People garment, their customer will find comfort in knowing they are wearing a naturally processed garment that is not only good for the environment, but for the body as well.

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RUNWAY + STREET This trend boasts swimwear inspired silhouettes, delicate treatments such as fringe and lace, artful embroideries, airy fabric choices, billowing bottom volumes, and subtle ombrés á la sunsets and ocean shores. ISABEL MARANT

HAIDER ACKERMANN

MISSONI

JEAN PAUL GAULTIER

ROBERTO CAVALLI

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CHANEL

NINA RICCI

REED KRAKOFF


MARA HOFFMAN

VALENTINO

MISSONI

Street style has begun to heed great influence over the fashion industry. Bloggers, celebrities, and editors alike are all cashing in on the “more is more” trend. However, this trend has recently met it’s match in journalism such as Suzy Menkes’ rightfully titled article, “The Circus of Fashion”. She expresses how the process of dressing ourselves has begun to lack authenticity and originality with the rise of a wanton street-style photograph desire, and how that overwhelming narcissism has corrupted the vision of fashion. The purpose of this trend is to propel not only a natural way of consumption, but also by getting back to the root of our purpose for dressing, and doing so for ourselves rather than for the camera’s validity. While the runway has seen construction just as often as it has deconstruction, this trend lies right in the middle with a sense of fluidity that still maintains it’s strength. This would be emulated through a strong brow with slicked back hair paired with a billowy gown, or pattern play with a bold ethnic embroidery over a faint ombré. 9


ART + CULTURE Surfing the shores of Africa, India, Thailand, and Indonesia, this trend reveals the classic practices of the indigenous cultures that still exist in these areas. Art is a way of surviving, using the earth around them to create a masterpiece of both culture and sustainability.

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Whether they are healers, homemakers, artists, activists, lovers, or mothers, women around the world have one thing in common: they all stand for something strong. The idea of this trend would be to communicate a clear idea of attainable sustainability and the usage of natural products through people’s everyday lives to create a unifying idea across the world; something all women (and men) will stand for together. The indigenous people of regions such as South America, Africa, India, Thailand, and Indonesia create their artful lives straight from the earth. They use naturally curated dyes and fibers to create their clothing and fill their homes. It is a practice that has been duplicated in numerous ways by machines, but it lacks not only the sustainable qualities, but the spirit that is embedded with handcrafted pieces. The art of handcrafted goods has almost been rendered as obsolete with the hastening of mass production technology. By taking away jobs that machines have been given and offering them to others in need will not only bless the lives of the newly employed, but also reduce the chemically dangerous qualities that running big machines possess. It needs to be recognized that cultures have survived off of the earth for centuries and will be able to continue doing so as long as the reckless depletion of our earth ceases now.

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“The Look”

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Need to fill your pantry with organic treats, or even just get a head of kale for an amazing dinner? Head to the farmer's market in eco-friendly style by taking your reusable shopping bag to the market. Keep it light and easy to shop with a flowy top mixed with a baggy bottom and finish it off with a sun hat and earthsmooching shoes.

Feel the sand between your toes and the sun on your face in this beach bound look. Whether you're ready for sipping sangria or surfing, this look will take you day to night without breaking a sweat. Hit sunrise at the shore in a crochet bathing suit paired with a light maxi skirt and layer as the day goes on to keep it cozy.

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Get ready for milkshakes and lots of smooching with your beau, because this look is day date perfection! A festive embroidered skirt paired with a simple crop top and knock out accessories will make you look fun and irresistible. To transform this look from day to night, throw on a light jacket or wrap a scarf around your shoulders to keep the night young forever. ...And don't forget your organic perfume from Tsi-La to keep it green, clean, and enchanting!

Prepare for a long day at work with a cup of revitalizing tea and a splash of natural coconut oil in your hair to keep you feeling fresh all day. Pair a sleek blouse with a fun print over slimming pants and killer accessories to show you mean business. Just finished a project or closed a major deal? Throw on some heels and a bold lip for a night on the town to commemorate a job well done.

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“The Mood”

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SUNRISE

SANDCASTLE

ADOBE

STARFISH

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TAHITI SWEETIE

PALM LEAF

SEA BREEZE

MOJITO


OCEAN MIST

VENICE

SWIM DEEP

SACRED SANDS

The idea behind this Pantone selection is to offer an unconventional vision of an oceanic palate. They are not your quintessential aquas and violets, but rather the auras that are carried on the beach scene. They represent a sun-faded vibe with rich, complimenting tones that will allow any seafaring girl to feed her oceanic energy. These colors are at their best when printed on light fabrics, and can be blended to create exquisite prints and patterns. By expressing this trend through faded colors, the consumer will get a feeling of nostalgia that mimics vintage, as if the clothing had a life and story before. By adding in the richer tones, it brings the vibe full circle with a wide variety of stories to be told: the same feeling you get when you first saw the ocean or how your body becomes rejuvenated when you drink a green smoothie or go for a run at 5am. It all becomes apart of an intrinsic process that reads much deeper than it may appear at first. It also leaves more room for the consumer to develop their own story and reasoning behind their attraction to this palate. These are colors that can be derived from natural substances such as flowers and roots. By focusing efforts on natural dying processes, it has to be noted that they are not highly pigmented nor do they always dye the same, leaving even more room for transparency and inconsistency among the colors which adds a certain character that is impossible for a machine to create.

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“The Feel”

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ORGANIC COTTON GAUZE

LINEN

ORGANIC KNIT JERSEY

SILK CHIFFON

BOUCLÉ

KNIT JERSEY

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This trend sets sights on eliminating cruel fabric processes by sourcing more natural fabrics from around the world. Fabrics that are sourced by natural means are not only are good for the environment, but they also have the opportunity to boost the world's economy. Since many of these techniques remain in indigenous, sometimes impoverished, hands, once bigger companies begin sourcing those types of processes it would open the opportunity for new employment, making those who create these fabrics able to provide for their families, and ultimately begin to expand and unify our worldwide community. One has to then take into consideration mass manufacturing. In a world a throwaway fashion, there is significantly more room for fabrics and dyes to be disposed of leaving the world at risk of harmful chemicals and non-degradable content. By using more natural fabrics, the waste becomes less detrimental to our ecosystem and easier to recycle into other natural products. To really bring the idea of this natural and organic process to life, inspiration for patterns and prints would be very free and whimsical to mimic the pattern of nature itself. In this case, the fabric selection consists of organic gauzes, linens, cotton jerseys, silk chiffons, and a lightly woven boucle to add some texture. By dyeing these natural fabrics with other natural substances such as leaves, flowers, roots, or bugs will create a pure character that will read rich with life and soul.

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TECHNICAL FLATS This selection of garments represents the fluidity and natural approach that this trend is based off of. Key elements include bell sleeves, off-the-shoulder details + cozy oversized pieces for warmth.

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Be kind, be healthy, be of sound mind and body. Be free and wander, be still and listen. Don’t take anything for granted, whether it be the earth or the memories you have because of it. Be a part of the earth, and let it be a part of you. As demonstrated throughout this report, this trend is meant to represent an ongoing lifestyle goal of sustainability. Once the mind is free of unhealthy processes, the complete way of life is just a few steps behind. This trend can used as our way to give back to the earth; not just through eco-friendly products, but also by employing opportunities worldwide that offers a unifying concept of a natural and giving lifestyle. Let this idea take you away like the ocean’s tide. Search beyond what you know and explore a new way of living and thinking. Grab a book and head to the ends of the world, feeling the breath of the earth cover you with comfort. Or head to the market to whip up something delicious for your mind, body, and soul. Wherever you go, take the world with you. Fuse your newly enlightened path with an already heavy soul to create the magical potion that keeps the peace within yourself and the world around you. Do it for the movers, the shakers, the wild horses, the empty shores, the gypsies, the burning sun, and the howling moon.

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Beachy Keen: Trend and Color Forecast S / S '14