Fashion × Art Trend Journal

TREND JOURNAL

ISSUE 1.0 04/05/2019

Fashion Exhibition

FASH 503 Forecasting an d Business Tren d Spring 2019 Prof Denis Antoin e Chang Sun

THE LATEST FASHION EXHIBIT Christian Dior: Designer of Dreams

What’s Inside

Time: Feb. 2. 2019 – Sept. 1. 2019 Largest exhibition ever staged in the UK on the house of Dior 37,000 tickets sold before opening The exhibition shows over 200 rare Haute Couture garments drawn from the V&A’s couture collection.

It also includes an extensive Dior Archives alongside accessories, fashion photography, film, vintage perfume, original make-up, illustrations, magazines, and Christian Dior’s personal possessions (V&A, 2019).

TION IN V&A

“There is no other country in the world, besides my own, whose way of life I like so much.

I love English traditions, English politeness, English architecture.

I even love English cooking.�

-- Christian Dior

Highlights & Insights

Curatorial languages Immersive settings Dior’s unique identity Experiential retail Cultural studies Design archive Social background reference

Cultures and values Christian Dior: Designer of Dreams is a Luxury brand featured fashion exhibition. It is outlined by a retrospective narration and serves as a role to ruminate the evolution of fashion design, of the designers, of the history, and the society and cultures.

When it comes to contemporary society, people begin to trace back to the origin of the fashion world. Fashion, pop culture, and luxury brands burgeon across times after imbibing explosive visual content and fashion products. In V&A’s practices, it is worth to point out their dedication to combine museum studies with fashion design.

The academic research led by the curatorial team is engaged with a subtle commercial nature.

Branding and Fashion Business Fashion exhibitions create a dramatic effect and social media buzz towards target audiences and potential consumer.

Exhibitions driven by the fashion brands themselves play a significant part in the integrated marketing communications for luxury and fashion business.

Instead of transient seasonal visual merchandising, window display, and fashion week catwalk show, communications delivered by exhibitions extend the length of communication period while building up an in-depth narrative. They enhance brand awareness and brand associations, and therefore augment brand equity.

TREND JOURNAL ISSUE 2.0 04/13/2019

Fashion Exhibition Tour FASH 503 Forecasting an d Business Tren d Spring 2019 Prof Denis Antoin e Chang Sun

2015

London - Chanel exhibition takes up the entire three floors of the Saatchi gallery space, beginning with a specially commissioned garden designed to represent key influences in Coco’s life.

COCO CHANEL ‘MADEMOISEL EXHIBIT TOUR - at the contemporary D Museum located in the stylish Yongsan-gu district.

- Physical and virtual experiences with an app, offering access to the exhibition and a dedicated Chanel website.

- The reflective space offers a pause before visiting its satellite Métiers d’Art with a camellia making workshop in addition to a fragrance seminar – all bookable via the app.

2017

Seoul

- The exhibition begins with a reconstruction of the mirrored staircase above Chanel’s salon, where Coco Chanel would sit unseen, observing the reactions of customers and fashion press.

- The glass door, windows and floor of the entrance of the museum are swathed in a holographic material to futuristic effect.

LLE PRIVÉ’

2018

Hong Kong - Central’s PMQ, focusing on origins and sources of luxury French brand’s creations, can be booked by downloading free smartphone app.

- Free Exhibition — – offers an insight into the origins and sources of Chanel’s creations. The exhibition follows the success of Chanel’s Coco Café pop-up, which arrived in Hong Kong in June, 2017.

“Mademoiselle Privé is an invitation to understanding what creativity means to Chanel” -- Bruno Pavlovsky, president of fashion at Chanel

- WeChat Powered Exhibition at West Bund Artistic Center in Shanghai on April 20. — The most digitalized presentation of Mademoiselle Privé - Bring in new content and special selection — Zhou Xun, Keira Knightley, William Chen, Caroline de Maigret, Liu Wen and Tilda Swinton were interviewed in Paris to talk about about freedom, a concept that defines the spirit of CHANEL, ahead of the exhibition in Shanghai.

2019

Shanghai

Trend of Digitalization Online-offline experience — brings brand’s history to life for the smartphone

generation - The app and wechat powered program will enable people not only to book the time of their visit to the exhibition, but also register for a series of Chanel workshops, take part in style talks and attend film screenings

Strengthen CRM

- WeChat powered is a proper adapted localization - Bring up brand loyalty, enhance affection, brand association with holistic experience. Visitors can get a canvas bag and a Chanel poster before leaving.

- Refine brand image with a trendy and younger brand image that is approachable for the millennials

Multi-sensory experi

that blends signatu founding designer creative director K Lagerfeld’s haute c from 1921, and the Gabrielle Chanel “

Mademoiselle Privé un one of the world’s mos

Content Generation

But it is is less a retros than an exhibition abo the character Coco Ch world as we think of h installations, portraits,

Location Selection Emphasis on Aisan Market

Despite a classic French house, the first stop of Coco Chanel ‘Mademoiselle Privé’ was kicked off in London and mainly toured in Asia. Seoul, Hong Kong, and Shanghai are three international metropolitans with strong potential in luxury market. With little knowledge about Coco Chanel’s legendary stories, Asian market is centered in this sizzle events and is expected to enhance the brand awareness and likeliness.

ience

ure essence from the famed r Gabrielle Chanel with current Karl Lagerfeld. This includes couture collection, N°5 fragrance one and only jewelry design by “Bijoux de Diamants.”

nveiled the creative history of st luxurious brands.

spective of a long-dead designer out how Karl Lagerfeld invented hanel and her enchanting her today, through short films, , scents, workshops, etc.

The Event Venues Carefully selected, which includes art landmarks, creative centers, and tourist attractions. These places pool together their target segments and potential buyers.

INSIGHTS

-- from Chanle Fashion Exhibition Tour

ISSUE 3.0 04/20/2019

Fashion and Art Fairs

TREND JOURNAL FASH 503 Forecasting an d Business Tren d Spring 2019 Prof Denis Antoin e Chang Sun

WHEN FASHION MEETS The fashion world is highly leveraging on the art world nowadays. Art Basel Hong Kong is a typical example.

Huculla * Lane Crawford What Is Art campaign This capsule collection ties retailing with various designers, aiming to create a series of art-inspired products.

One of the major highlights is Haculla’s capsule collection, which is one of the collab series, is inspired by street artist Harif Guzman, who did a live painting performance at the collab lauch.

According to the WWD, luxury and fashion brands never miss an opportunity to showoff their arty side.

Dior, Cos, Louis Vuitton, Moda Operandi, and others thrived on putting on all manners of art installations, talks, dinners, and parties.

Some fashion brands take this opportunity to launch collaborative collections with the artist featured in the fair.

Fashion Brand * Contemporary Art Fever

The past March was the annual month of Hong Kong Art Festival.

Within three weeks, Art Basel, Art Central Hong Kong 2019, Asian Contemporary Art 2019, Harbour Art Fair 2019, along with performance art, concerts, specialized exhibitions, and public workshops brought global audiences a carnival of cultural experiences. These events gathered people from all walks.

Fashion representatives are the most eye-catching group.

Take Art Basel as an example, as one of the largest art fairs in the world, it provides a platform to present, show off, and enhance the fashion related perceptions through various art and aesthetic-driven activities.

Lady Dior As Seen By Exhibition With the frequent presence of Lady Dior Bag, this French brand gained massive attention and brand equity in the past few years through exhibitions and curatorial practices.

At Art Basel Hong Kong, Dior revived its signature bag again. It enlisted a group of well-known global artists including Ren Hwang, Liu Chih-hung and Olympia Scarry, and invited them to reinterpret the Lady Dior bag exclusively for the Lady Dior As Seen By Exhibition.

Florid Patterns

Fashionistas * Art Inspirations Apart from fashion brands’ response to the art fair, fashion icons, celebrities, and fashionistas also showed their enthusiasms to the fair and art pieces.

Sneakers and Cool Cut

This year, featuring with the classic tastes and the flamboyant styles, visitors’ outfits are perfect reflections of the current trends. The vast art crowd has descended upon Hong Kong for Art Basel, and the outfits worn by fairgoers boost artworks on display.

One of the most popular trends is street style.

ISSUE 4.0 04/27/2019

Fashion and Art Fairs II

TREND JOURNAL FASH 503 Forecasting an d Business Tren d Spring 2019 Prof Denis Antoin e Chang Sun

PRADA MODE

A PRADA

What is it?

Prada Mode is a special topic event of Pradasephere series.

It is highly in align with Art Basel’s locations and timelines to embrace the art vibe and gather similar figures together.

According to its official statement:

Prada Mode is a branded,

culture-themed event platform

featuring music, conversation, food, and fashion that generates

site-specific experiences in

concurrence with various global cultural events.

Location Inaugura Art Base Features

-A Derek B

-P

-F

-M

DA LIFESTYLE IN

Prada Mode Miami, 2018 n: Prada Miami, Design District Store

ation itinerate: Freehand Miami, from December 4th to 6th, 2018 (coincide with el Miami) s: Art: Co-organized withNational YoungArts Foundation, Honey Dijon, and Blasberg Photographer Tyler Mitchell documented Theaster Gates’s talk Feast: Special Menus Music: Resident DJs and Scheduled Performances

A perfect blend of art, design, culture, and fashion

A series of events offered a lively vibe and passionate atmosphere, expressing Prada longstanding appreciation of Miami aesthetic.

On the venue, midcentury modern furniture and an abundance of ferns and palms generate a retro style of the 1950s, 1960s and 1970s Miami, which is subtly curated along with the 1940s, 1950s and 1960s archives of the legendary Johnson Publishing Company, one of the rare black-owned businesses in postwar America.

It highlighted African American cultural history and vintage fashion furniture’s time-honored value and precious experience.

Prada Mode Hong Kong, 2019 Location: Hong Kong Central Inauguration itinerate: the third floor of Barrack Block, March 27 and 28, 2019 (coincide with Art Basel Hong Kong) Features:

- Art, Curation, Installations

- Prada Invite: three outstanding architects Cini Boeri, Elizabeth Diller, and Kazuyo Sejima

- Doll’s House: a photographic installation by Jamie Diamond, curated by Germano Celant and Melissa Harris

- Conversation Program: hosted by Design Trust Charity of Hong Kong: “Architectural Activism – Between Heritage and Innovation – HK and Beyond.”

- Technology: Live 3D experience

- Feast: Private dinner and parties inherited from Miami Tradition

A Soho House meets Prada

In celebration of art, culture, and fashion, the private club played host to special guests like Korean rapper Mino, Yoyo Cao, Aimee Song and more.

Tribal Marketing — community and ritual

Prada Case Insights

Highly in align with Art Basel and local cultural dynamics, Prada Mode leveraged the art fair’s carnival effect and benefited from the scale merit. The brand seized this opportunity to elevate itself by doing tribal marketing to renewal, reminding its target audience with new associations.

Prada Mode only invites people with significant engagement in the modern cultural world to celebrate a global gathering. This is delivered as a private member club featured with discreet parties, unique program and themed host events.

On the other hand, on-site events take advantages of venues and occasions to bring up brand rituals, thriving to excite and satisfy featured figures through Prada-community atmosphere and social sphere.

The Trend of Lifestyle in Fashion Branding Prada Mode is a fusion of fashion, academic, art, music, food and drinks that provides an immersive brand experience and delivers Brand’s value through multi-sensory feelings.

It serves as an extension for a fashion house to convey its key message that goes beyond the product themselves, and to provide exclusivity.

Highly in align with Art Basel and and local cultural dynamics, the club is commented by Wallpaper Magazine, “Prada Mode might only opens for three days, but branding for Double Club is on point with graphic identity extending to the menus, coasters and bespoke cocktail menu, and just like its predecessor, it’s likely to be the hottest ticket in town (Burman, 2018).”

Fashion’s Art Practices

TREND JOURNAL

ISSUE 5.0 05/04/2019

FASH 503 Forecasting an d Business Tren d Spring 2019 Prof Denis Antoin e Chang Sun

With longstanding appreciation of art and creation of art-inspired design, Prada not only pandered to the global art fair as mentioned in the last journal, but powered a series of inhouse contemporary art curation. In 2017, The Prada Foundation opened a new cultural institution in a restored Shanghai Mansion, the Prada Rong Zhai. The project themed with retrospection of Miuccia Prada’s work — memory, cultural escapism, the dialogue between past and present, and the beauty of the unexpected (Max Berlinger, 2017) Such a combination shows the ambition of Prada to intertwine fashion and culture. Moreover, Rong Zhai became an art gallery that featured with frequent exhibitions to enhance the value attachment and aesthetics embedded within the brand.

ARCHITECTU

About Prada Rong Zhai

- Location: central Shanghai

- Architecture: restored historic 20th-century mansion While Prada is a luxury fashion brand, it has

a longstanding relationship with both radical contemporary architecture and exquisite historic preservation around the world.

The unveiling of Prada Rong Zhai marks the latest in this ongoing investigation into the form and language of desig n.

The mansion will serve as a unique site for our diverse activities in China, beginning on October 12 with an exclusive live-streamed fashion show of the Prada 2018 Resort collection and followed by a public opening on October 17 to November 12, 2017.

PRADA AND URAL PERSEVERANCE Liu Ye underlined that “every work is my self-portrait.”

Liu Ye expresses an intimate and sensual imagination that feeds on heterogeneous sources related to literature, history of art and popular culture from the Western and Eastern hemisphere.

The 1st Exhibition — “StoryTelling” a solo show by Liu Ye, 11.10.2018 - 01.20.2019 The 2nd Exhibition — “What Was I?” an exhibition project by Goshka Macuga, 03.23.2019 - 06.02.2019 A kaleidoscopic journey in the post-Anthropocene epoch, after the collapse of humankind due to the effects of technological overdevelopment.

The protagonist of this unexpected voyage is an android created by Macuga and produced in Japan by A Lab for the exhibition presented in 2016 at the Milan venue of Fondazione Prada.

Except for flamboyant fashion-art fusion events and collaborations, Prada also eyes on the social impact and the social pillar of sustainability.

The brand envisions a creative future dedicating to make a collective effort that result in mutual benefits. It broadens the brand discourse to the architectural perseverance and restoration.

Time dates back to 2014, Prada launched an extraordinary restoration project of Galleria Vittorio Emanuele II. The project lasted for a year with a kaleidoscopic installation finish, which using the mirror to fully reflect the richness of the newly restored façades and architectural details.

(Prada, 2015)

Restoration Project -Galleria Vittorio Emanuele II The highlight of this restoration is the “Flying Structure”, which is a special machine featured with eight elements resting on the ground.

It only takes up minimum space through a rail system, and functioning during the night to complete a new phase of the restoration. This innovative scaffold is fully self-propelled to run 24/7, which accelerate the restoration procedure.

Another thing worth mentioning is the collective approach that engaging local communities to participate in the project.

Prada collaborated with Versace and the contribution of Feltrinelli, the direction of the Municipality of Milan and the high surveillance of the city’s Superintendence of Cultural Heritage and Landscape in this project, with 200 students of Milan’s elementary schools as a guided tour on site.

TREND JOURNAL ISSUE 6.0 05/12/2019

Cult and Canonization in Fashion FASH 503 Forecasting an d Business Tren d Spring 2019 Prof Denis Antoin e Chang Sun

TH The Met Gala is also known as the Costume Institute Benefit, serving as the main source of funding the museum’s fashion curation departments, The Costume Institute, to plan on-going exhibitions, acquisitions, and capital improvements. Featured with cinematographic and theatrical effect, the gala celebrates the opening of The Met’s spring fashion exhibition in each may as an annual fashion event, gathering a dramatic series of dramatic fashion practices.

THE MET GALA * FASHION COSTUME

HE MET COSTUME INSTITUTE * FASHION TREND “Camp is Andy Warhol’s Marilyn.”

— Mark Booth, 1983

“Camp: Notes on Fashion” The Met Costume Institute’s “Camp is a Spring Exhibition tender feeling.”

Inspired from Susan Sontag’s 1964 activist essay “Notes on ‘Camp’”, the Met Costume Institute curated more than 250 objects dating from 17th century to the present in the exploration of the origins of camp, and its exuberant aesthetic.

— Susan Sontag , 1964 “Camp is gender without genitals.”

— Philip Core, 1984

INSIGHT: An academic and playful celebration — the curation of art, literature, fashion, and business

In an exploration of what Sontag called “a certain mode of aestheticism”, the exhibition is spilled in two parts. The first part, “Camp Beau Ideal”, is retrospective from the origin of camp culture in Louis XIV’s age to 1930s underground Berlin.

The second part, “Camp EYE”, is outlined by the Sontag’s written works, and looks at how does the curator, Andrew Bolton, examines the influence and expression of camp facets in fashion, namely irony, humor, parody, pastiche, artifice, theatricality, and exaggeration.

Bolton quoted that

“‘What is camp?’

The only answer is a camp one: ‘Only one’s hairdresser knows for sure.’”

It is irony that inviting the star brand Gucci’s designer Alessandro Michele to be a co-curator and host of the benefit gala.

Combining historical masterpiece and literature with the crazy pop-culturalized dresses, the brand engagement elevates itself dramatically. In fact, being rich in the meanings of the queer subculture, masculine-feminine dual identity, and the love of unnatural artifice and exaggeration, Gucci is the most visible and typical brand with campish identity nowadays.

The topic selected by The Met Costume Institute highly in align with the culture Zeitgeist and the fashion trend.

Cross practice with Gucci is an acute observation from the curatorial team that connects sourcing the fashion history and theory with the modern fashion movement.

Besides, the annual gala creates a tribe of fashionistas and celebrities, where the fashion concept is extended from the runaway to the red carpet, from the fashion seasons to museum calendar.

Such a cross-boundary practice give exposure to both the brand, the museum, and the whole fashion, art, and creative industry.

INSIGHT: Leveraging the sensational effect — for reflecting and setting up fashion trend

TREND JOURNAL

ISSUE 7.0 05/17/2019

Wearable Masterpiece

FASH 503 Forecasting an d Business Tren d Spring 2019 Prof Denis Antoin e Chang Sun

FASHION DESIGN INSPIRED BY THE TIME-HONORED MASTERPIECE

According to the WSGN, the collaboration between art and street brand is not common many years ago.

However, for now, some of the artist’s best-known works is becoming an inspiration boost that appears on the brands’ bestknown pieces.

Taking the sneaker brand Vans as a recent example, the collaboration with Vincent Van Gogh’s masterpieces caused a sensational effect.

Art as an design inspiration Vans channels Van Gogh

First, with broad merchandise including shoes, clothing, and accessories featuring imagery taken from Van Gogh’s paintings, the connection between fashion and art has given another boost to the brands both in terms of popularity and the sales volume.

D

Second, teaming with Amsterdam’s Van Gogh museum, a wide selection and of the masterpiece strongly enrich the portfolio of this capsule collection. To a street brand, featuring on hoodies, T-shirts, and lace-up Authentic shoes, the famous Sunflowers are there for sure.

At the same time, a Skull design is attached on their Classic Slip-on, while the Almond Blossom is patterned on a hat, backpack, and bomber jacket.

What worth a mention is that the collection also incorporated the snippets from letters with Van Gogh’s brother, it hit the strong trend for typography on fashion pieces.

Third, the design of this streetwear brands, in return, provides a fresh angle to interpret art. In a crafty twist, the Vans checkerboard pattern is being redesigned with Van Gogh’s impressionism brushstrokes. Special hangtags are being created for the details about the works of art, serving as a promotion detail for old-days works with a reimagination.

Nowadays, the omnipresent art practices in the fashion industry also go from apparel to accessories, and even cosmetics in the form of product and packaging design, etc. Also, from the marketing perspective, such collaborations also elevate the brand image by providing the unique selling point for a brand to market their product.

Wearing Cutie’s Art

TREND JOURNAL

ISSUE 8.0 05/26/2019

FASH 503 Forecasting an d Business Tren d Spring 2019 Prof Denis Antoin e Chang Sun

SEQUENTIAL ART AND POP ICONS IN FASHION Sequential art and manga art is part of the modern pop culture, in which artists play around with colors, drawings, and story-telling to depict the reality humorously. From the perspective of art, sequential art usually takes fine art as a part of there story to refine their narration.

Fine art artists, on the other hand, show their enthusiasms toward the cute and ironic icons and remix them to original work. Such an interaction is a part of the contemporary art world construction.

While on the fashion side, being obsessed by its spirits, fashion designers are inspired to put these iconic symbols on their design.

Through collaborations, these cute icons become adorable patterns, helping the mass audience to voice their personality.

Macy’s * Peanuts Global Artist Collective Recently, the merchandising giant Macy’s channeled three components, diving into experiential retail deeper to enhance its in-store experiences.

Last year, inspired by its subsidiary concept retailer Story, Macy’s launched the Peanuts Global Artist Collective campaign that connects How Original! Themed story with Snoopy, a hand-drawn signature icon from cartoonist Charles M Schulz’s.

The story is coming back this May but will be distributed wider in 100 stores offline and online.

“I taug ht myself how to draw by

copying Peanuts characters and strips over and over,”

-- Rob Pruitt

In his mural desig ns, he has paired

Snoopy with a panda bear, an animal

that has become Pruitt’s sig nature.

About the worldwide arts initiative Peanuts Global Artist Afeaturing with public that engaged Collective artworks seven well-known

contemporary artists, including Kenny Scharf, Rob Pruitt, Nina Chanel Abney, AVAF, FriendsWithYou, Tomokazu Matsuyama, and graffiti artist André Saraiva.

The artists were commissioned to create their interpretations of Peanuts characters that inspired a generation.

The art was then translated into a limited edition of lifestyle and readyto-wear products, in collaborations with street fashion brands including HUF and champion. Items range from cute tote bags, skateboards, sweaters, water bottles, and notepads, with a more exclusive unisex collection this year.

Such a triple collaboration combines art, fashion, and pop icons, highlighting the symbolic meaning of our society and sparks modern life through “re-imagining Peanuts classic characters for a new generation.�

It makes fine art accessible while enabling peoples everyday life with more fun.