r
a
l
t
b
n
y
a
a
n
[
n
r
a
n
a
i
e
e
f
l
l
r
b
e
l
a
o
w
a
n
o
i
c
l
s
r
i
s
y
s
-
a
-
r
n
s
o
m
b
i
e
t
r
h
t
s
t h e
-
g
t r e n d f o r e c a s t e r
CONTENTS XY:XX................................................3 CREATIVE DIRECCTION- MASCULINE GRACE.................5 CREATIVE DIRECTION- MOOD.............................7 MENSWEAR- OPPOSITES ATTRACT..........................9 MENSWEAR- WHERE ARE WE SEEING THIS?..................11 PRINT + GRAPHICS- LIVING WALLPAPER...................13 PRINT + GRAPHICS- WHERE ARE WE SEEING THIS?..........15 VM + INSTORE ENVIRONMENT- FEMALE OVERTURE............17 VM + INSTORE ENVIRONMENT- WHERE ARE WE SEEING THIS?..19
THE NEW DIMENSION....................................21 CREATIVE DIRECTION- DRIVEN BY DATA...................23 CREATIVE DIRECTION- MOOD.............................25 MENSWEAR- OPPOSITES ATTRACT..........................27 MENSWEAR- WHERE ARE WE SEEING THIS?..................29 PRINT + GRAPHICS- THE SPACE BETWEEN..................31 PRINT + GRAPHICS- WHERE ARE WE SEEING THIS?..........33 VM + INSTORE ENVIRONMENT- TRANSPARENT TECHNOLOGY.....35 VM + INSTORE ENVIRONMENT- WHERE ARE WE SEEING THIS?..37
ROOT 66..............................................39 CREATIVE DIRECTION- ESCAPE INSANITY..................41 CREATIVE DIRECTION- MOOD.............................43 MENSWEAR- KNITTED SIMPLICITY.........................45 MENSWEAR- WHERE ARE WE SEEING THIS?..................47 PRINT + GRAPHICS- BEYOND ORGANIC.....................49 PRINT + GRAPHICS- WHERE ARE WE SEEING THIS?..........51 VM + INSTORE ENVIRONMENT- LEFT TO RIPE...............53 VM + INSTORE ENVIRONMENT- WHERE ARE WE SEEING THIS?..55
XX:XY
A mixture of opulent glamour and grunge-inspired designs blur the lines between gender and stimulate an unstructured, androgynous appeal this season. Floral prints and geomteric patterns inspire an elegant minimalism and the exchange of garments between sexes mirror the increasing liberation of women in society.
3
CREATIVE DIRECTION MASCULINE GRACE
Sexual ambiguity plays a key role in the creative direction of A/W 14/15, with masculine grace at the forefront of the trend. The movement is inspired by the interchangeable and ever evolving roles of the genders and the perceptions society have on feminism and the 5
working woman compared to the modern man.
CREATIVE DIRECTION MASCULINE GRACE
7
MENSWEAR OPPOSITES ATTRACT
ROYAL NAVY
BOURNVILLE COCOA Inspired by macro trend XX:XY this new and daring menswear trend consists of a more feminine take on male clothing, including longer upper garments, almost dress like.
CONCRETE CAVE
Many designers have, in turn, been inspired by hints of architecture and elongated BURNT OUT BLACK
sportswear such as basketball shirts. Menswear clothing is experiencing a new journey in this direction, towards experimenting with a completely different choice of outfit. Due to such a bold new trend, colour palettes have been kept simple and minimal with dark colours such as blacks, browns and navies.
9
MENSWEAR OPPOSITES ATTRACT
11
PRINT AND GRAPHIC LIVING WALLPAPER
KIWI CRUSH
MULBERRY Classic floral prints gain popularity as an all-over pattern for both menswear and womenswear this season. Bold, feminine prints create a
TEAL TENSION
stylish alternative to the geometric, monochrome graphics and symbols we are seeing throughout print and graphics within menswear. The LAVENDAR LUST combination of exciting use of colour and refreshing illustrative prints rich in Kiwi greens and Mulberry purples create an inspiring bold but BURNT OUT BLACK
13
daring spin for Autumn Winter 14/15.
PRINT AND GRAPHIC LIVING WALLPAPER
15
VM AND IN-STORE ENVIRONMENT FEMALE OVERTURE
CORNFLOWER WHITE
MINERAL HAZE
WISHING WELL
BURNT OUT BLACK
This trend looks at this moment of transition and the design it is inspiring. With mannequin displays portraying masculine females and feminine males, they offer a range of abstract and realistic styles, lips, eyes, bodies and faces that can be interchanged between genders. Retail space will see a projection of floral prints and geometric patterns to represent the modern man but, in contrast, a minimal elegance to compliment the liberated woman.
17
VM AND IN-STORE ENVIRONMENT FEMALE OVERTURE
19
THE NEW DIMENSION
The digital realm has become an increasingly popular medium for creativity, where our daily desktop worlds become elevated to a spiritual level and the ordinary, physical elements of our lives become moments of adventure.
21
CREATIVE DIRECTION DRIVEN BY DATA
“Driven by Data” is the creative direction of the future. It is inspired by witnessing the integration of immense data and analytical systems into our everyday lives, with the digital realm also increasingly being a medium for creativity. This medium also aids building bridges between the gap of consumers and corporations meaning the retail industry is completely fuelled by data. Data is driving us into a new, digitally based world where the technology we use shapes our daily routine and begins to define parts of our lives. 23
‘THE FUTURE WILL BE DRIVEN BY DATA BUT POWERED BY INTUITION’
CREATIVE DIRECTION DRIVEN BY DATA
25
MENSWEAR NEPTUNE SPECTRA Inspired by futuristic space themes, this innovative and ultramodern trend for menswear includes oversized and long jacket shapes reflecting those of space suits. Featuring psychedelic metallic materials and peacock blues, a new addition to the metallic colour palette. These fabrics and vibrant colours create a new take on the space-influenced trend, encouraging menswear in a new digital direction. Whilst remaining tasteful and sophisticated, metallic clothing immediately draws your attention and meets the needs for Autumn Winter 14/15.
PROUD PEACOCK
MARINE SPLASH
SAPHIRE SALUTE
WISHING WELL
BOWLER HAT
27
MENSWEAR NEPTUNE SPECTRA
29
PRINT AND GRAPHIC THE SPACE BETWEEN
SALSA RED
Sci-fi and techno art inspire a hyper digitised modern space trend throughout print and graphics for
SUGARED LILAC
Autumn Winter 14/15. Futuristic inspired motifs and contemporary influences of sharp geometric forms
PURPLE THISTLE
and angular typography create an outer space galactic look. Gleaming
SKY BLUE
coatings and liquid metallic finishes act as a textural backdrop for classic space-rock patterns. Photo-
LOST LAKE
graphic overlays create futuristic three dimensional qualities which are intensified with vivid reds, blues and ultraviolet.
31
PRINT AND GRAPHIC THE SPACE BETWEEN
33
VM AND IN-STORE ENVIRONMENT TRANSPARENT CONNECTIVITY
of colour and repetition. Dissecting everyday life into facts and data, we will see the emergence of data becoming art with staggering surfaces and repeating forms driving the aesthetic. Mimicking the distortion of corrupt digital files and using this glitch-art aesthetic in a sculptural manner. 35
MINERAL MIST
HOLIDAY BLUE
aesthetic. Taking inspiration from data-mashing and digital glitches, visual merchandising will see plenty
PURPLE POUT
the boundaries between science and personalisation, which lends itself to the clinical and technological
CADBURY PURPLE
BURNT OUT BLACK
Transparent Connectivity is the futuristic imagination and the re-emergence of the consumer. It blurs
VM AND IN-STORE ENVIRONMENT TRANSPARENT CONNECTIVITY
37
ROOT 66
The backlash of the industrial revolution tempts a lifestyle of escapism inspiring and influencing the organic appeal of the wild. In an ever growing digital age we find more reason to remove ourselves from the oversaturation of media and return to our innate roots. Plant life informs shape, surface, texture and graphics and reflects the increasing presence of tactile touch and earth within our culture.
39
CREATIVE DIRECTION ESCAPE INSANITY
Escaping Insanity is an underlying continuous trend which becomes more and more prominent each season. The banal aspects of daily life causes the trend of escapism - reverting to an authentic, natural life in order to aid the neutralisation of a data driven world and provide a mental diversion. This can be seen in the actions people take to help relieve feelings of depression as well as the channels which we use to express ourselves. On the catwalk escaping insanity is translated into themes of organic substances, natural 41
production methods and prints inspired by vegetation.
CREATIVE DIRECTION ESCAPE INSANITY
43 17
MENSWEAR KNITTED SIMPLICITY
SALMON SUMPTUOUS
DESERT WIND URBAN OBSESSION WILD MUSHROOM
BITTER CHOCOLATE
Inspired by nature and country references, this outdoor-focused menswear trend for Autumn Winter 14/15 combines timeless, traditional shapes fused with textural graphic overlays to create an authentic and organic appeal. Surface prints, leaf motifs and hand woolen knitwear pay homage to our natural roots and represent some of the earth’s most natural habitats. This palette of decadent country shades explores saturated layers of colour through unexpected pattern applications which remain subtle and sophisticated. Rugged handknits and traditional woven stitches create a refined rustic mood portraying warmth and tactility this season. 45
MENSWEAR KNITTED SIMPLICITY
47
PRINT AND GRAPHIC BEYOND ORGANIC
Decorative prints inspire a new washed-out floral direction for Autumn Winter 14/15, combining autumnal leaf motifs such as acorn, oak and horse chestnut to create an illustrative and decorative approach to prints. Traditional arts and crafts influence composition and form and the combination of earthy finishes and inky textures create a contemporary fauna route this season. Experimentation of repetition and photographic overlay create earthy, natural finishes that are further displayed through use of musky olive greens, acidwash mahogany and accents of sand mustard yellow.
49
PRINT AND GRAPHIC BEYOND ORGANIC
51
VM AND IN-STORE ENVIRONMENT LEFT TO RIPE
GOLDEN GREEN
direction, providing customers with organic environments. Customers are overwhelmed with digital mediums, both online and in-store, but this trend embraces the digital backlash, introducing elements of nature in an unconventional way. A dominance of tones of green overwhelms the retail space creating an organic feel and providing customers with an oasis of calm away from the techy, digital environments that dominate the high-street. 53
LUSCIOUS LIME
trend, this trend is going in the opposite
APPLE WHITE
MARSH LAND
Rather than attempting to keep up with the digital
VM AND IN-STORE ENVIRONMENT LEFT TO RIPE
55
APPENDIX
VISUALISATION
[alt - g is a trend agency who aim to shape a picture of what the future will look like. We help brands envisage the future, evidencing what the future holds for the consumers and helping our clients develop product ranges and marketing messages that reflect these needs. We help our clients develop capacity to adapt to change and show which trends are right for them. Trends shift and change constantly, and so we show our consumer the importance of trend influences. Our clients are of the middle market who are seeking innovative and fresh ideas to keep their brands ahead. We offer a visually stimulating presentation that is educational and relevant to the buyers needs. We wanted our trend document to reflect a more creative and visual aesthetic inspired by current agencies such as WGSN and The Trend Bible. However, [alt - g is visually engaging through a minimal and clean style making it clear for the consumer to understand. These our visualisations of how we would present our trends to the client. The document will a bound document that folds out into a consatina to display our visual trends effectively and it reflects our clean and geometric aesthetic. The client will also have the chance to see our trends digitally, with addition of catwalk videos, to help envisage our trends. This will be possible through a CD provided within the document. The document will then be presented in a white, minimalistic package, as you can see from the visualisation on the right, which is simply tied together with string. This gives package display gives a sense of personalisation for the client and reflects the aesthetic of [alt-g.
57