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Spring/Summer 2012/13

Trend Report & Graphics Collection


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ASOS

Scotch + Soda

Mossimo Spring/Summer 2012/13 // Trend Research I started looking at the Mossimo brand, where it was now, what it was currently selling and the small glimpses I could find (mainly on the Facebook page) of what was coming up. From what I can see Mossimo had previously invested heavily in the collegiate trend for vintage athletic prints in SS10/11 then moved to a more deconstructed futurist vibe for AW11, slogans over photographic prints etc. Quite a departure from the previous season. The SS11/12 collection seems to be a continuation of those themes, this time with American place names and a small sprinkling of large font type tees and vintage style typographic layouts. To begin my research for SS12/13, I first would have to think about what trends would emerge between SS11/12 and AW12 and then decide where I think it’s leading in terms of Mossimo and the channel you’re currently selling into. For this I looked at websites such as ASOS Fashion Finder, GQ Style + Revolve Clothing for fashion, the websites for Myer and other stockists to understand your competitors, and trending Graphic Design sites for a more rounded perspective. I also ran out to Politix, Smith + Caughey’s and Paris, Texas among others to gather some in retail information.

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Overall I believe the trends for menswear will continue along similar lines as it has in the previous few seasons and that means it’ll be even more important to stand apart and yet remain commercial in an ever more crowded marketplace. The military/sports luxe trend will remain as the foundation, but with even more features to the apparel, epaulettes, embellishments, fabrications, fits + tailoring, and will eventually bleed into a safari silhouette theme, backed up by a neutral colour palette and lightweight fabrics. Light Leather/PU and tech fabrics. Some form of denim on denim trend will emerge and keep getting stronger—denim shorts with light coloured chambray shirts and chambray patching and appliqués. Catwalk trends are predicting a more loose, pyjama style tailoring for pants which might show itself in a relaxed, lightweight denim or combat pant silhouette and a floral/ botanical theme to shirting and prints­— but I think these will be a bit too far in the future to filter down by the time the Summer season rolls around. Men in the 18-25 year old channel will remain true to the tried and tested but should start to experiment in colours outside of the standard black, white + grey, if only in terms of print colour and pop contrasts and accessories.

Obey

Huffer

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The three themes I’ve decided to focus on are:

Beta Unit

Scotch + Soda

Religion

Howe

Hazy Summer States // Playing on the brand’s roots, an exploration of the dream of the long American summer, a heat haze of days turning to evenings, beach gatherings with friends, slow sunsets, wrapped in blankets as time seems to lap along with the ebb and flow of the sea. Like looking through a kaleidoscope of memory, geometric snippets of half remembered dreamy nostalgia and soft summer afternoons. Bleached out reds, yellows and purples bled in photographic images play on the current trend for retro photography linked with nostalgic references to the emerging Americana theme. Inspired by Jasper Johns, lazy daze, that half-remembered summer, reminiscences of the cute girls and the days that never seem to end. American collegiate grows up. keywords // Americana • sun bleached • photographic halftones • endless summer • large scale graphics • geometric patterns • lazy daze • nostalgia •

Raw Power

Paper Root

Supreme Being

Topman

Rebel Without a Pause // It’s all chaos + light, rock + religion, skulls + Slayer, tear it down and make it again the way you want it. The raw edge of punk tempered with the soul of Rock and all wrapped in a who dares wins type of deal. Heroes are legends, girls are tough, sultry + passion, Jackson Pollack action painting and music are the inspiration for this theme. keywords // black • punk sensibilities • misfits • mortality • religion • super distressed • monochrome • slash of colour • splattered • discharge prints •

Insight

Freshjive

Religion

Joyrich

size and geometric patterns will reemerge but in a more subtler fashion, framing accents, images or highlights of colour. Some graphics will also start taking on a more overtly sexual tone, sexy girls, lips, coy looks to camera etc, But all in a halftone, monotone image or overlaid to tantalise not show all. There’s also a trend towards paint splatter effects as this trend starts to expand it’d be wise to reference it future graphics. Themes such as rebellion, religion, skulls (as usual,) icons (retro logos, celebrities, movie characters etc,) punk sensibilities and vintage typography seem to run through all major brands, there is also a overriding and pervading ‘Americana’ vibe that’s hard to ignore, flag prints, American cities, wrestling, TV and movies icons, red, white and blue, stars + stripes.... It’s everywhere.

Tee Graphics // Trend Research In terms of tee and sweat graphics, there’s a continuing trend of mono and duotone photographic prints, halftones, with an overprinting for pop whether to highlight an area of the design or used in the typography, the prints will mainly consist of iconic hero shots, or panelled multi interest images depicting lifestyle or street trends. Graphics overall will keep getting bigger, just holding off on becoming allover prints, but staying fairly large and in your face. Slogans are more esoteric and abstract sometimes being illegible by the rearrangement of the letters or the print

Substrates won’t vary wildly from current trends, you may have to throw in one or two lightweight fabrics and plenty of vests/singlets.

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Meso-Aztec A micro trend that could explode, or quickly die off in the same way as it’s namesake. A Mesoamerican mash up of geometric tribal patterns and bright coloured prints. The key is finding a way to reproduce the flavour of the tribal while remaining commercial, I think again photographic prints coupled with bright pop tee colours could add the much needed colour boost to this season. keywords // tribal • bright colours • interlocking patterns • old gods • body paint • symbolic icons


all designs © 2011 Benjamin Thornley

all designs © 2011 Benjamin Thornley

Polly Snapp

Polly Snapp

Tee Colour: White

Tee Colour: Yellow

Print Technique: Direct to Garment

Print Technique: Direct to Garment

Hazy Summer States // Style #01

Hazy Summer States // Style #01

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Tee Colour: Black

all designs Š 2011 Benjamin Thornley

all designs Š 2011 Benjamin Thornley

Live Forever

Live Forever Tee Colour: White

Print Technique: Halftone Screenprinting, simulated 4 colour process

Print Technique: Halftone Screenprinting, simulated 4 colour process

Hazy Summer States // Style #02

Hazy Summer States // Style #02

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all designs © 2011 Benjamin Thornley

all designs © 2011 Benjamin Thornley

Daze Away

Daze Away

Tee Colour: Eggshell

Tee Colour: Oyster

Print Technique: Direct to Garment

Print Technique: Direct to Garment

Hazy Summer States // Style #03

Hazy Summer States // Style #03

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all designs © 2011 Benjamin Thornley

all designs © 2011 Benjamin Thornley

Snake Charmer

Snake Charmer

Tee Colour: Distressed Oyster

Tee Colour: Distressed Black

Print Technique: Direct to Garment

Print Technique: Discharge Print

Rebel Without a Pause // Style #01

Rebel Without a Pause // Style #01

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Tee Colour: Black

all designs © 2011 Benjamin Thornley

all designs © 2011 Benjamin Thornley

Crackle Slash

Crackle Slash Tee Colour: White

Print Technique: Halftone Screenprinting, 2 Colour

Print Technique: Halftone Screenprinting, 2 Colour

Rebel Without a Pause // Style #02

Rebel Without a Pause // Style #02

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Tee Colour: White

all designs © 2011 Benjamin Thornley

all designs © 2011 Benjamin Thornley

Lunar Strike

Lunar Strike Tee Colour: Navy

Print Technique: Halftone Screenprinting, Reverse Discharge 1 Colour

Print Technique: Halftone Screenprinting, Reverse Discharge 1 Colour

Rebel Without a Pause // Style #03

Rebel Without a Pause // Style #03

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all designs © 2011 Benjamin Thornley

all designs © 2011 Benjamin Thornley

Stone Breaker

Stone Breaker Tee Colour: Electric Blue

Tee Colour: Yellow

Print Technique: Reverse Discharge 1 Colour Screenprint

Print Technique: 3 Colour Screenprint

Meso Aztec // Style #01

Meso Aztec // Style #01

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Mossimo Test Brief Conclusion This was a really interesting project and I think I may have done far more work than I should have done, but once I got into it I found it hard to stop! I had plenty of other graphics ideas and I intended to show them but sadly ran out of time. I tried to think carefully about the print application, trying to balance traditional screen printing with newer technologies. In theory the prints could all, with a little tweaking, be produced via traditional screen printing methods, mainly though either simulated 4 colour process or by colour reduction and halftoning. Full Collection

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All Themes // Variations

All Themes // Variations

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Research + designs completed for Mossimo by Benjamin Thornley Monday, 5th September 2011 All original designs Š 2011 Benjamin Thornley All other work Š their respective owners Benjamin Thornley ben@wearecommon.co.nz // +64 (0) 21 0694 795

Mossimo Test Brief  

Based around the brief ‘Design something a 18-25 year-old Aussie lad would wear’ provided by Pacific Brands, Australia.

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