2000 to today

FASHION TRENDS FROM

2000s TODAY to

FASHION IN CONTEXT ASSIGNMENT 3 - APPRAISAL Wing Tung Wong - Fashion Marketing

CONTENTS è

"apr s sport"

“our lifestyle”

The polished closet essentials that

This athleisure style is a product

worn both for exercising and for

will mean you look stylish before,

of the transformation of fashion

general use,” Merriam-Webster

during and after working out or

company from a clothing brand

editor Emily Brewster told The

hitting the slopes

into a lifestyle brand.

“athleisure” Athleisure is a real word, defined as

“casual clothing designed to be

New York Times in November.

04

06

10

CONTENTS “metal style” “vintage tees” “conclusion” Athleisure is a real word, defined as

“casual clothing designed to be

The past fashion trends will always Research into a new brand Fear of

be a great template and inspiration

worn both for exercising and for

God, looking at their new

for us to create the new trends.

general use,” Merriam-Webster

collection featuring vintage band

Arts, music, society events also

editor Emily Brewster told The

tees with their own style

participate in fashion or fashion

New York Times in November.

12

followers to express their thoughts.

14

16

“athleisure” One of the most heated trend in recent years is the

“athleisure.” It

sounds a bit nonsensical but it is actually perfectly descriptive. The starter pack of the

“athleisure” trend consist of items like yoga

pants, sweatshirts, hoodies, trainers, corp tops/ sports bra and sometimes bomber jackets and sunglasses. As there are more people concerning about health and lifestyle, designers and retailers have spotted on this and created clothing that are designed for athletic and leisure pursuits or in another word, for exercising and general use. This year, you can expect to see even more women than usual wearing workout gear in the street, which they might be outside of the gym, shopping, or even on their way to the office.

People are working their gym-wear into their daily routine.

When we talk about the huge fashion trends in early 2000s, the Juicy Couture tracksuit is basically the uniform of famous and rich women. The iconic Juicy tracksuit is matching velvet zip hoodie and tracksuit bottoms with bright colours like pink, blue and orange.

But the most ridiculous part is that, there is the word

“Juicy” on the

butt area of the tracksuit bottom which is made out of crystals.

Juicy Couture is an American contemporary casual wear and dress clothing fashion brand that based in Los Angeles, California.In 2002, it raked in $47million in sales (Peppers, 2013), and this has proved how influential was the brand back in early 2000s.

The Juicy Couture tracksuits have sparkled a trend of wearing clothes that are suitable for both causal/leisure activities and also sports. Celebrities wear them with Ugg boots or flip-flops in the street which gives people a feeling of causal wear yet a bit of sporty.

"And who could forget early-’00s-era Britney Spears, who accessorized her baby blue tracksuit with a Starbucks Trenta of iced coffee? " VOGUE 2016

"après sport" The polished closet essentials that will mean you look stylish before, during and after working out or hitting the slopes

“gym-totheoffice” One of the drivers of this trend is the popularity of

“athleisure” among

celebrities. From supermodels to famous actress, many celebrities wear sports clothing to walk in street showing their

“off-duty” outfits. For instance, Kendall

Jenner and Gigi Hadid are both supermodels and popular idol for many girls as they have successful careers, unquestionable body shapes, flawless appearance, and, they are actually best friends, they are the dream team. As you can see in the figure below, they often wear leggings, crop tops, trainers and match them with coats or jackets and designer brand handbags. The way they style has totally bring out the spirit of

“athleisure” but yet, pair the outfit with expensive

handbags and sunglasses have given them the slight difference between supermodels and normal fashion followers. Moreover, a recent collaboration of

é and Topshop for a new activewear label co-founded by Beyoncé

Beyonc

herself. Ivy Park provides items such as leggings, sports bra, hoodies, baseball caps, headbands, etc, basically everything you need for working out and sport activities. However, the brand especially created all the items to be wearable in not only for sports purposes but also occasions like just going to crab a cup of coffee, shopping in town or even a next night out. They want their customers to look cool whether they are on or off the sport field.

“casual clothing designed to be worn both for exercising and for general use” In 2015, Americans spent $1 billion more dollars on apparel and shoes than 2014, and all credit went to active wear (Clinton et al., 2014). The early

“athleisure” trend

was imported to the fashion market by Juicy Couture, talking about now, brands such as Adidas, Lululemon, Nike, Under Armour, Calvin Klein and Victoria’s Secret have launched a range of different items that allow people to wear them comfortably in different occasions. This trend has not only been influential in women but also in men. Many male fashion followers have been wearing trainers with joggers and baggy sweatshirts. One of the most influential

“athleisure”

menswear brand has to be famous rapper Kanye West’s brand Yeezy. The collection featured earth-tone colour way with items like leggings, bomber jackets, baseball hats, baggy sweatshirts, baggy trousers, jogger pants, body suits etc. The most popular item in the collection has been the collaboration with adidas on trainers the yeezy boost 350. It has been a heated item in the most fashionable and high-end

“athleisure” outfits. Kayne West has been one of them most influential fashion icon in terms of menswear. Many of the items and brands become popular purely because Kanye west wore them once. As a result, his collection become one of the trend creators. The male version of

“athleisure” will be oversized hoodie or

sweatshirts, baggy jogger pants and sometimes featuring baseball caps and bombers.

"Athleisure, the style trend that has generously given you permission to wear leggings anywhere at any time, is now officially a real world."

(Style.mic, 2016)

In my opinion, the

“athleisure” trend will last quite a long period as trend provide a

fashionable presentation but yet they are comfortable and effortless to style.

Moreover, this trend does not cost a lot to follow, therefore this allow more people to replicate and given the huge popularity of this

“athleisure” trend. Last but not

least, nowadays, more fashion company are transforming from a purely clothing brand into a lifestyle brand. Providing customers not only the experience of buying cloths, but they are also buying the lifestyle that the brand perceive.

"metal style" Unquestionably, many band-tees and rapper tees are being worn by many music lovers in order to show their support to specific band or rapper.

However, these type of t-shirts are also very popular among fashion lovers.

Especially in recent years, many rappers and bands tours merchandises are becoming more popular and many of them usually run out of stock really quickly, and being resell at some dramatic prices. Famous American hip hop recording artist, songwriter, record producer, fashion designer, and entrepreneur, Kanye West, is the pioneer in this metal style trend. Not only does the products he launched in his luxury brand Yeezy really popular and being as a template for many replica by the high street market, but also the merchandises from his tours such as Yeezus, Heartbreak 808 and The life of Pablo. His design featured many skulls and gothic style writings.

After having done some research in to Kanye West’s tour merchandises initial inspirations, I found that he took a large stimulus from the famous old band style such as Iron Maiden, an English heavy metal band formed in Leyton, East London; American heavy metal band Metallica, and American hard rock band Guns and Roses, they are both California based. As you can see from the pictures, they way Kanye West style and create his products is similar to the writings of the logo of Metallica. Moreover, the band style usually consist of skulls and roses. Both Guns and Roses and Kanye West featured such elements in their products.

In early 2000s, the rapper and band clothing have already been very popular mostly among male fashion followers. Nowadays, many celebrities no matter female or male they often wear band tees to style their

“off-duty� look and street style.

One of the drivers causing such a huge come back of vintage rock t-shirts is a new collection launched by Fear of God, a Los Angeles-based label. This collection featured classic graphic band tee with their slight design and logo added to the t-shirts. It is creating such a trend because famous singer Justin Bieber is a huge fan of this collection and he often wear the customised Fear of God and Metallica t-shirts. Many fashion followers then buy a normal Metallica t-shirts in order to style the similar outfit. Apart from Metallica, fear of God also created a t shirt cross over with an American rock band Nirvana, and Justin Bieber wore this t-shirt to the American Music Award, and unquestionably causing another exposure of band tee.

"The purest form of originality comes from a place of not having, and that’s street."

Jerry Lorenzo of Fear of God

Conclusion To conclude, the past fashion trends and style are always some inspiring elements for us to create the new trends. I particularly enjoy the fusion of past, now and future. The transformation of old normal products into fashionable items is fascinating. There are many drivers behind each trend, no matter they are arts, music, social events; no matter they are old or new or futuristic, they are all important part of a trend and the fusion of these element makes such trend unique and attractive. Nowadays, to my mind, the most important driver of a fashion trend is lifestyle. Since the increase my more lifestyle brand, people are not only buying fashion items but also the lifestyle that they want to present.Despite the fact that we can follow a lot of trends worn by celebrities by buying the exact same products, we can always pick up elements of the trend instead of replicating the whole outfit, and creating our own fashion style.