Fashion Forecast Report

CONTENTS

PAGES 2-3 :INTRO TO FASHION FORECAS PAGES 4-5: DIFFUSION OF INNOVATION PAGES 6-7: INTRO TO TREND PAGES 8-9: TIME PERCEPTIONS PAGES 10-11: ANTIQUES PAGES12-13: OLD MONEY TREND AND AN PAGES 14-17: COLOUR PALLETS PAGES 18-19: TEXTURE AND MATERIAL PAGES 20-37: WORD BANKS AND EDITS PAGES 38-45: KEY DESIGNERS S S. AND B PAGES 48-53: CONSUMER PROFILING AN PAGES 56-59: KEY DETAILS PAGES 62-67: PHOTOSHOOT PAGES 70-73: COMMUNICATION AND FU PAGES 74-75: KEY TAKEAWAYS PAGES 78-79: REFERENCES

STING N THEORY

NALYSIS

BRAND ND CONSUMER BOARDS

UNCTIONALITY OF TREND

1

FASHION FOECA ACCORDING TO THE FUTURE LAB, TREND FORECASTING PINPOIJNTS TOMORROWS OPPORTUNITIES. (THEFUURELABORATORY, 2022) THIS CAN BE DONE

BY USING A RANGE OF DIFFERENT METHODS. FORECASTING COLOUR, PRINTS, GRAPHICS, FOOTWEAR, TEXTURES AND FABRICS. EXAMINING ALL INDUSTRIES FOR INFLUENCE ON FUTURE TRENDS. INCLUDING ART, INTERIOR DESIGN, EMERGING DESIGNERS AND CULTURAL SHIFTS. FASHION FORECASTING PREDICTS BOTH MACRO AND MICRO TRENDS. MACROTRENDS REVEAL HOW CONSUMERS RESPOND TO GLOBAL DRIVERS THAT ARE ALREADY HAPPENING OR SET TO HAPPEN IN THE FUTURE, REFLECTING LONG TERM TRENDS. MICROTRENDS REFLECT SHIFTS IN CONSUMER BEHAVIOUR THAT RESULT IN SHORT TERM TREND. (THEFUURELABORATORY, 2022) FASHION FORECASTING PLAYS A HUGE ROLE IN DICTATING THE CREATION OF NEW PRODUCTS AND BRAND DIRECTION, AS I LEARNT FROM AN ARTICLE PUBLISHED BY NOTTINGHAM TRENT UNIVERSITY. (NOTTINGHAM TRENT UNIVERSITY, 2022)

42

ACCORDING TO THE ARTICLE, THE MODERN CUSTOMER CONSUMES AND DISREGARD CLOTHING AT A VERY FAST RATE. AS THEY ATTEMPT TO RECREATE THE MICROTRENDS THEY SEE ONLINE. WITH THE INDUSTRY SO OVERLY SATURATED IT CAN BE EASY TO FALL BEHIND. (NOTTINGHAM TRENT UNIVERSITY, 2022) AS A RESULT FASHION FORECASTING MUST PROVIDE DESIGNERS AND RETAILERS WITH A CONSTANT FLOW OF NEW IDEAS, TO KEEP CONSUMERS OCCUPIED.

ASTING

FIGURE 1 - THE STAIRS’, BY TOON JOOSEN, RETRIEVED FROM THE ART ROOM PLANT. HTTP:// THEARTROOMPLANT.BLOGSPOT.COM/2022/04/TOON-JOOSEN.HTML

5 3 4

FIGURE 2 - DIFFUSION OF INNOVATION THEORY. RETRIEVED FROM BEHAVIOURAL CHANGE MODELS HTTPS://SPHWEB.BUMC.BU.EDU/OTLT/MPH-MODULES/SB/BEHAVIORALCHANGETHEORIES/BEHAVIORALC

6

Perup

Perup

INNOVATION GRAPH, THE INNOVATORS OF THE TREND ARE ALREADY DISPLAYING SOME OF THE TRENDS KEY DETAILS, WITH AN INTEREST IN ANTIQUES. PURCHASING AUTHENTIC ITEMS, INTEGRATING ANTIQUE STYLES INTO THEIR INTERIOR SPACES AND IDENTITY.

THE EARLY ADAPTERS MAY ALREADY BE DISPLAYING AN INTEREST IN VINTAGE FASHION, BUYING INTO THE 90’S AND 70’S TRENDS. WITH AN INTEREST IN SECOND HAND BUYING. THEY ARE INTERESTED IN VINTAGE INTERIORS MAINLY BUT CAN APPRECIATE ANTIQUES IN THEIR GRANDPARENTS’ HOUSE.

CHANGETHEORIES4.HTML

Perup

Perup

EARLY MAJORITY MAY BE PURCHASING KNOCK OFF, REPRODUCTIONS OF VINTAGE ITEMS FROM FAST FASHION STORES. AND CONSIDER ANTIQUES TO BE OUTDATED AND ARE NOT INTERESTED IN ANTIQUES

LATE MAJORITY MAY BE THE OLDER GENERATIONS THAT EXPERIENCED ANTIQUES AND OLDER FASHION TRENDS. THEY MAY BE OPPOSED TO THE IDEA OF ANTIQUATED MODERNISM AT FIRST. DUE TO THEIR OWN PERSONAL CONNECTIONS WITH ANTIQUES AND THE WAY THAT THEY HAVE SEEN THIS SORT OF STYLE DISPLAYED IN THE PAST.

7

5

INTRODUCTION TO ANTIQUATED MODERNISM

Antiquated Modernism will provide a sense of time through fashion. Grounding today’s consumer whose currently lost in time as a result of the pandemic.

During which there was nothing to mark the days that went by. The trends key values involve sustainability within the fashion industry and clothing being more than just something we wear. Antiquated modernism evokes a feeling of comfort through antique styling.

As people feel comfort in the thought of something being loved well before they were even born.

The trend will introduce a new approach to fashion.

A lived-in age. Forecasting how we can look at the past, and influence the future. Bringing formalwear into the streetwear scene. Mimicking the streets of the 18th century. Bringing back, brogues as an everyday shoe, trench coats and classic tailoring.

8

6

.

TIME

r

ANTIQUATED MODERNISM ANTIQUATED MODERNISM ANTIQUATED MODERNISM ANTIQUATED MODERNISM ANTIQUATED MODERNISM ANTIQUATED MODERNISM ANTIQUATED MODERNISM ANTIQUATED MODERNISM ANTIQUATED MODERNISM

X ANTIQUES

97

IT’S ABOUT TIME

8 10

PRIMARY IMAGERY - IKEA WORLD TIME ZONES

DOES ANYONE KNOW THE TIME ?

PRIMARY IMAGERY - ANTIQUE CLOCK IN BAMBURGH CASTLE.

TIME PERCE

EPTION IN AN ATTEMPT TO UNDERSTAND WHAT IS COMING NEXT AND WHY. I FIRST STARTED RESEARCHING INTO CURRENT AFFAIRS, ISSUES AND CHANGES THAT EITHER HAD HAPPENED, ARE CURRENTLY HAPPENING OR ARE PREDICTED TO HAPPEN WITHIN THE NEXT FEW YEARS. I STARTED

BY RESEARCHING INTO TODAY’S CONSUMER. LOOKING AT WHAT WILL AFFECT THEIR PERCEPTION OF FASHION, AND THEIR DEMANDS FOR THE FUTURE. FROM THIS I FOUND THAT ONE OF THE KEY DRIVERS SET TO IMPACT THE CONSUMER MINDSET IS TIME PERCEPTION (WGSN, 2022). THIS NEW BEHAVIOURAL DRIVER STEMMING FROM THE TIME WE ALL SPENT IN ISOLATION AND IN THE NATIONWIDE LOCKDOWNS DUE TO THE PANDEMIC. DAYS GOING BY PAINFULLY SLOWLY BUT MONTHS GOING BY IN THE BLINK OF AN EYE. TIME WAS NON-EXISTENT. WITH “WORLD CLOCK” BECOMING A GLOBAL SEARCH TERM, GROWING BY MORE THAN 5,000% ACCORDING TO GOOGLE TRENDS. (GOOGLE, 2022) ARE WE STILL LIVING IN /STUCK IN THAT LOCKDOWN DAZE? ARE OUR MIND CLOCKS STILL OUT OF SYNCH WITH THE REAL WORLD? HAS THIS PROMPTED A NEW RESPECT FOR THE PAST? ALTHOUGH WE MAY HAVE MADE PROGRESS SINCE THE ANNOUNCEMENT OF THE CORONAVIRUS, I DO NOT BELIEVE THAT WE HAVE MOVED ON MENTALLY. THE NEW YORK TIMES DESCRIBED TIME DURING THE PANDEMIC AS “FLUID” AND ASKED “DO YOU FEEL LIKE TIME HAS NO BOUNDARIES ANYMORE” (WILLIAMS, 2020). OVER TWO YEARS ON, I BELIEVE THAT THIS QUESTION IS STILL RELEVANT. THE PANDEMIC HAVING ALTERED OUR GRASP OF TIME, LEAVING THE CONSUMER LOST AND CONFUSED. TO COMBAT THIS, AS CONSUMERS WE ARE DESPERATELY TRYING TO GRIP TO ANY MOMENT OF THE PAST, TO TAKE US OUT OF THE PRESENT. FROM THE OBSESSION OF Y2K & 70’S FASHION, TO THE CREATION OF THE METAVERSE. THIS DISCONNECTION BETWEEN FASHION AND TIME IS DESCRIBED PERFECTLY BY THE NEW YORK POST AS THEY DISCUS GEN Z’S FASHION TRENDS OF 2022, “THIS LIST INCLUDES SKINNY BAGUETTE HANDBAGS AND PLATFORM SHOES FROM THE EARLY ‘90S, BIKER SHORTS FROM THE 80’S, CREW NECKS FROM THE 60’S, AND EVEN PEARL NECKLACES FROM THE ‘20S.”. (CANNON, 2022)WHILST ATTEMPTING TO BRING BACK A SENSE OF TIME AND WORK ON GROUNDING OURSELVES, I THINK IT IS ALSO POSSIBLE TO PLAY ON THIS CONFUSION. MIXING FABRICS, TEXTURES, DIFFERENT ELEMENTS FROM CERTAIN TRENDS AND EVEN DIFFERENT CLOTHING AND INSPIRATION FROM DIFFERENT ERAS.

119

ANTIQUES

121o

AS A COLLECTIVE, WE HAVE SUCKED THE LIFE AND FASHION OUT OF THE PAST 4 DECADES. SO WHERE DO WE GO FROM HERE? AFTER RESEARCHING THE KEY DRIVER OF TIME PERCEPTION, I BELIEVE THAT CONSUMERS NEED MORE OUT OF THEIR CLOTHING. CLOTHING SHOULD EVOKE FEELING, COMFORT AND ABOVE ALL A SENSE OF TIME. INSTEAD OF LEACHING EVEN FURTHER ONTO THE PAST 4 DECADES, WHY NOT GO EVEN FURTHER DOWN THE TIMELINE. NOT ONLY PICKING A SINGLE ERA TO DRAW INSPIRATION FROM BUT A COLLECTIVE OF TIME FROM OUR HISTORY. ANTIQUES. THE TERM “ANTIQUES” ALLOWS FOR A VERY BROAD INTERPRETATION, ESPECIALLY IN TERMS OF FASHION. AN ANTIQUE IS ANYTHING THAT IS AT LEAST 100 YEARS OLD. (FARM ANTIQUES, 2018) ENCOMPASSING A WIDE RANGE OF ITEMS, AESTHETICS AND DESIGNS. ANTIQUES DO NOT CONFORM TO A CERTAIN STYLE OR TREND, ANTIQUE ITEMS CAN BE VICTORIAN, NEOCLASSICAL AND ART DECO ITEMS. ALL MARKING A DIFFERENT MOMENT IN TIME.

PRIMARY IMAGERY - CHAIR IN MY HOUSE.

Perup

ANTIQUES MARK A MOMENT IN HISTORY.

Perup

AN ANTIQUE IS ANYTHING THAT IS AT LEAST 100 YEARS OLD. (FARM ANTIQUES, 2018)

Perup

ANTIQUES DO NOT CONFORM TO A CERTAIN STYLE OR TREND.

1311

OLD MO

HO TH REC CLA WH LIF ALS FRO SW MO LIN HA AR IT DIS TH ALS SIM SOR SH AR OF DE INC

BU

14

12

TH CO ATT ITS BRA OF PRE O

TREND

ONEY

OW HAVE PAST TRENDS APPROACHED TIME THROUGH FASHION ?

HE OLD MONEY AESTHETIC IS A TREND THAT IS BASED AROUND A CORE FOCUS ON CREATING THE FASHION OF THE WEALTHY AND UPPER-CLASS, WITH A KEY FOCUS ON ASSIC AND TRADITIONAL STYLE. THE TERM OLD MONEY IS SAID TO REFER TO PEOPLE HO HAVE INHERITED THEIR WEALTH INSTEAD OF WORKING FOR IT IN, TERMS OF FESTYLE. (MORGAN, 2022) OLD MONEY OR “QUIET LUXURY” (MORGAN, 2022) AS IT IS SO KNOWN, CAN ALSO BE ASSOCIATED WITH TITLES OF NOBILITY OR ARISTOCRACY. OM SUMMER NIGHTS IN THE BAHAMAS TO SNOWY CHRISTMASES SKIING IN THE WISS ALPS. (SANGSTER, 2022) IN REGARD TO FASHION, IN THE EYES OF GEN Z, THE OLD ONEY AESTHETIC CONSISTS OF AN EXPENSIVE WARDROBE. OVERFLOWING WITH CRISP NENS, POLO SHIRTS AND DESIGNER BAGS, AS STATED IN AN ARTICLE PUBLISHED BY ARPERS BAZAAR. (SANGSTER, 2022) THIS DESIGNER WARDROBE INCLUDING GIORGIO RMANI, BURBERRY AND RALPH LAUREN (KNOWN FOR ITS PREPPY DESIGN) HOWEVER, MAY BE ALL ABOUT THE DESIGNER CLOTHING, THE OLD MONEY AESTHETIC SREGARDS HEAVILY BRANDED ITEMS, SEEING THE ABSENCE OF LOGOS. REJECTING HE HYPE BEAST APPROACH TO DESIGNER FASHION. THE OLD MONEY AESTHETIC SO INCLUDES HEAVILY PURSUING MONOCHROMATIC OUTFITS, PREPPY KNITWEAR, MPLE BUT QUALITY AND ALMOST ALWAYS LAYERING A BLAZER OR SWEATER OF SOME RT, WHETHER THAT BE LAYERING ON TOP OF A CRISP SHIRT OR DRAPED OVER THE HOULDERS. ALTHOUGH GEN Z HAVE ADOPTED A SAVVY APPROACH. AS YOUNG PEOPLE RE LOOKING TO RECREATE THE OLD MONEY LOOK, DESIGNER RETAILERS MAY BE OUT THE QUESTION. INSTEAD, THEY ARE SAID TO TURN TO SECOND HAND BUYING. WITH EPOP HAVING SEEN A 76% INCREASE IN SEARCHES FOR “TRENCH COATS” AND 75% CREASE IN SEARCHES FOR “COLLARED SHIRTS”, AS REPORTED BY HARPERS BAZAAR. (SANGSTER, 2022) UT WHY ARE GEN Z EXPLORING THE OLD MONEY AESTHETIC, OFF THE BACK OF THE Y2K TREND? HIS RISE OF INTEREST AND INFATUATION OF EXTORTIONATE WEALTH FEELS ONTRADICTING GIVEN THE CURRENT FINANCIAL AND ECONOMIC CRISIS. ARE WE TEMPTING TO MASK OUR STRUGGLES AND MANIFEST THAT EVERYTHING WILL WORK SELF OUT IN THE END? ANOTHER THEORY PUT FORWARD BY AGUSTINA PANZONI, AND AND CATEGORY MANAGER AT DEPOP,” THE TREND COULD SIMPLY BE A MARKER MATURITY”. THE QUESTION THAT FUELS THE ANTIQUATED MODERNISM TREND EDICTION. AS GEN Z BEGIN TO FLY THE NEST AND EXPLORE THE WORLD ON THEIR 15 OWN. ARE WE FINDING COMFORT IN RECREATING AN OLDER GENERATIONS STYLE?

13

C OLOUR PALETTE 1614

SATURATED RICH CONTRASTING REMINISCENT OF A DIFFERENT TIME, THE COLOURS OF THE TREND ARE SATURATED, DEEP COLOURS THAT CONTRAST BUT ALSO HARMONISE. REPRESENTING THE DIFFERENT TONES OF THE PEAKS AND VALLEYS OF AN ANTIQUE OBJECTS DENTS AND WORN NATURE.

PRIMA

RY RE

SEARC

H & IM

AGER

Y - AN

TIQUE

S FAIR

17 15

16 18

B&Q PAINT SAMPLES THAT REPRESENT THE COLOUR PALETTE FOR THE TREND.

17

19 17

TEXT

MATE TUFT CONT 18 20 PRIMARY RESEARCH & IMAGERY - TK MAXX

TURE MATERIAL

ERIALS SUCH AS VELVET, SUEDE, WOVEN, SHAGGY, LEATHER & TED MATERIALS. WITH GOLD ACCENTS, TO CREATE TEXTURE AND TRAST. CREATING A MAXIMALIST LOOK. 19 21

WORD TIMELESS AGE REFLECTION HISTORY TRADITIONAL CLASSIC GROUNDING USED PATINA DISTRESSED

20 22

BANK CONTRAST RICH MESSY BUSY MAXIMALIST LAYERED SATURATED ARISTOCRATIC DRESS UP ESCAPISM

21 23

REFLECTION REFLECTION REFLE REFLECTION REFLECTION REFLE REFLECTION REFLECTION REFLE REFLECTION REFLECTION REFLE REFLECTION REFLECTION REFLE

24 22

TIMELESS TIMELESS TIMELESS TIMELESS AGE AGE AGE AGE AGE AGE AGE AGE AGE

ECTION ECTION ECTION ECTION ECTION

25

23

Figure 3 – distressed carpet on stairs, retrieved from Tumblr. https://morbidfashion.tumblr.com/page/80?ref=weheartit

26

FIGURE 4 – TILED STAIRS. RETRIEVED FROM https://www. dreamstime.com/photos-images/architecture-islamic-stair.html

27

DISTRESSED DISTRESSED DISTRESSED DISTRESSED

28 26

EDIT FEATUR WALLPAPER RUSTY META DISTRESSED USING TEA A

RING PRIMARY IMAGERY. B&Q R SAMPLE, ANTIQUE PIPE CASE, AL BIN & EXPERIMENTAL D PAGE IN SKETCHBOOK AND COFFEE.

DISTRESSED DISTRESSED DISTRESSED DISTRESSED 29

27

30

31

3230

FIGURE 5 – IMAGE OF FKA TWIGS, RETREIVED FROM HTTPS://WWW.PINTEREST.CO.UK/PIN/843017624010135003/

33

31

CONTRAST RICH MESSY BUSY MAXIMALIST LAYERED SATURATED

32 34

33 35

36

37

38

39

ralPh FIGURE 6 – VIVIENNE WESTWOOD AW 21/22

lauren’s fall

some of the main asPec this

trend

runWay,

VIVIENNE WESTWOOD

2

Prediction

the collectio

Part grit, three Parts gr

Well as, “tactile oPulen PatchWork

and

delic

(nnadi, 2018) th

an array of maximal traditional

formalWe

gender sterotyPes, With and beanies.

Paired W and dangly earrings. a rich, deeP colours and With

distressed

leat

knitWearPeruptatem . creatingeve a

the soft doleseque and the volup hars

distressed leather jac

of hoW reflecting We can embody time.

almo

that something has bee

KEY DEIGNERS

Past

40

– recreating th

32

PerhaPs ahead of its time, ViVienne WestWood’s autumn-Winter 2021/22 collection featured a morePlayful, dress uP aPProach to ready to Wear fashion. relating heaVily to the aims of the antiquated modernism trend Prediction for 2024. the collection also in an unParallel form sPoke to time. as the designs and oVerall looks in my oPinion Were not restricted or conforming to any decade of time, they Were timeless.

again, something that is sPoken of Within this trend rePort. this Particular collection sPoke to the antiquated modernism trend Prediction due to its colour Pallet of darker saturated PurPles and metallics.

38

as Well as the mixing of materials and textures. from argyle knee high socks, oVersized suits, oxfords and oVer-accessorizing With hats, bags, scarVes and jeWellery. eVen doWn to the backdroP of the image featured aboVe, that distressed Weathered Wall and its contrast against the clothing on the modes. this crossing oVer of formalWear and childish dress uP being key to this trend Prediction.

RALPH L

FIGURE 7 – RAL FALL 2018 READ

FIGURE 8 – MARINE SERRE AW20, RETRIEVED FROM VOGUE

collection features

cts of What has insPired

n.

featured

MARINE SERRE

Vogue on is described as, “one race”. (nnadi, 2018) as on

nce in the form of VelVet

cately

he

fringed

collection

list looks.

ear

sequins” features

challenging

through

crossing

h Women Wearing boWties

With delicate embroidery

as Well as looks featuring luxurious fabrics, Paired

ther

jackets

and

thick

stark contrast betWeen endenes qui

sh intum design elements. pta etetu.

the

cket a Prominent examPle

ear and tear in clothing

ost creating an illusion

en Worn and loVed in the

hat Vintage aesthetic.

LAUREN

LPH LAUREN DY TO WEAR

one of the key concePts of this trend surrounds sustainability and enVironmentally conscious Practice for the future. Perfectly rePresented by the Work of marine serre, as she striVes to design clothing With longeVi-ty. (freeman, 2020) exPlaining her thought Process in an interVieW for Vogue france, ““PeoPle think i’m dystoPian,” she says, “but i’m actually just real-istic. being current and creatiVe can’t be an excuse for being Wasteful”.” this ideology may not be eVeryone’s driVing force at the moment, but it should be. as the World is quickly changing, so are consumer demands in line With the current climate crisis. ma-rine serre ProVes that fashion can still exist When using

KEY DESIGNERS

2018

PreloVed fabrics or inVolVing sustainable Practice Within the design Process.

as

she uses the Process of uPcycling, re-using disregarded

materials to create her high quality collections, accounting for

50% of her collections, as rePorted by PaPer magazine. (abad, 2020) some of these rePur-Posed materials including, toWels, denim, leather and crochet. the image featured aboVe Particularly resonates With the Predicted trend due to the burnt orange colours and mix of Patterns. the designs are from the fall/Winter 2020-2021 collection. Promotes the recycling and rejuVenation of not only fabric but the reuse of ideas and de-signs. by the

as she describes hoW this collection had been insPired clothing, she created last season. (freeman, 2020) this

idea of a more circular Practice and aPProach to fashion is something that

i belieVe Will be heaVily emPloyed by 2024 throughout fashion, regardless of trend.

41

39

CONUMERS THAT BUY INTO AND FOLLOW THE ANTIQUATED MODERNISM TREND MAY ALREADY BE PURCHASING FROM THE SKATE BRAND THAMES.

42 40

THAMES IS A LONDON BASED CLOTHING BRAND, FOUNDED

BY BLONDEY MCCOY. BRITISH ARTIST, MODEL, AND SKATEBOARDER. FROM A YOUNG AGE BLONDEY HAS BEEN HEAVILY INVOLVED IN THE LONDON SKATE SCENE. JOINING THE PALACE SKATE TEAM AT THE AGE OF 14. SOON BECOMING ONE OF PALACE’S MOST PROMINENT FIGURES. AS I LEARNT FROM AN ARTICLE PUBLISHED BY HIGH SNOBIETY. (WILSON, 2019) THAMES ORIGINATED AS AN OUTLET FOR YOUNG BLONDEY’S CREATIVITY. SHOWCASING HIS ART AND INTEREST IN SKATEBOARDING. THAMES EARLY COLLECTIONS FIRST OFFERING THE CLASSIC GRAPHIC T FEATURING CUT AND PASTE ARTWORKS. QUICKLY EXPANDING OFFERING MORE FORMALWEAR, NOT ONLY TYPICAL STREETWEAR PIECES LIKE, T SHIRTS AND HOODIES. (WILSON, 2019) BUT MORE TRADITIONAL PIECES SUCH AS RUGBY TOPS, POLO SHIRTS, PREPPY KNITWEAR, BUTTON-DOWN SHIRTS AND EVEN JEWELLERY. HEAVILY INFLUENCED BY THE BRITISH HERITAGE OF PREPPY SCHOOL UNIFORM AND THE BRITISH MONARCHY. THIS IS NOT ONLY EVIDENT IN THE DESIGNS, BUT ALSO IN THE BRANDS LOGO. AS THE LOGO CONSISTS OF JUST THE BRANDS NAME AND A CROWN – A DIRECT REFERENCE TO BRITISH ROYALTY. (BONKERS, 2022) DEVELOPING THIS BRITISH-CENTRIC BRAND IDENTITY, THAT THE BRAND IS NOW KNOWN FOR. . IN RELATION TO THIS TREND PREDICTION, ONE OF THAMES’ MOST PROMINENT DESIGNS WOULD BE THE BROACHES. THAMES HAS GIVEN THE CLASSIC FOOTBALL STYLE BADGES/BROACHES A 21ST CENTURY APPROACH. INSTEAD RENAMING THEM AS SHIELDS. AGAIN BRINGING SOMETHING SEEN AS OLD FASHIONED, BACK INTO FASHION. THE THAMES CONSUMER IS TYPICALLY IN THE AGE BRACKET OF 18-32, WITH A HIGHER DISPOSABLE INCOME. THEY ARE INTERESTED IN FASHION, REJECTING SPORTSWEAR’S TAKE ON STREETWEAR, LOOKING FOR A CLASSIER OPTION. AS A RESULT THEY MAY FOLLOW TRENDS SUCH AS OLD MONEY. THE THAMES CONSUMER MAY ALSO HAVE AN INTEREST IN SKATEBOARDING. BUYING FROM BRANDS SUCH AS STUSSY, YARDSALE AND DICKIES. THAMES MAY HAVE A LARGE CONSUMER FANBASE DUE TO BLONEY’S (FOUNDER OF THAMES) HISTORY AND POPULARITY IN THE SKATEBOARDING WORLD. WHO SHOW THEIR LOYALTY

BY PURCHASING FROM THAMES, HAVING FOLLOWED THE SUCCESS OF THE BRAND FROM THE START.

43

DR.MARTENS

DR.MARTENS

FIGURE 9 – DR. MARTENS' ADRIAN LOAFERS. RETRIEVED FROM HIGH SNOBIETY.

44

42

CONUMERS THAT BUY INTO AND FOLLOW THE ANTIQUATED MODERNISM TREND MAY ALREADY BE PURCHASING FROM DR. MARTENS, REJECTING THE TRAINER TAKOVER OF THE 21ST CENTURY.

ONE OF THE MAIN BRANDS FOR QUALITY AND NON-SPORT RELATED FOOTWEAR. INFILTRATING VARIOUS SUBCULTURES FOR DECADES, FROM PUNK TO PREPPY, AND CHUNKY PLATFORMS TO FUR LINED CHELSEA BOOTS. THE BEAUTY OF THIS BEING THAT IS NO AGE RESTRICTION TO THEIR DESIGN, JUST PERSONAL PREFERENCE. THEIR POPULARITY SHOWN THROUGH THE FOLLOWING STATS PUBLISHED BY HIGH SNOBIETY, “ACCORDING TO RECENT REPORTS, THE COMPANY REPORTED AN 18% INCREASE IN SALES FOR THE YEAR TO THE END OF MARCH 2022, WITH PRE-TAX PROFITS MORE THAN TREBLING.” (WILLSON, 2022) THE LEFT HAND SIDE OF THIS SPREAD FEATURES AN IMAGE SHOWCASING DR.MARTENS ADRIAN SNAFFLE SUEDE LOAFERS, MODELLED BY BLONDEY MCCOY. THIS PARTICULAR LOAFER IS AVAILABLE IN BLACK, TAN, PLUM AND TURQUOIS. SIMILAR TO MY PREDICTED COLOUR PALETTE FOR THE TREND. THE LOAFERS ALSO EMBODY THE QUALITY THAT THIS TREND SHOULD INSPIRE AS WELL AS MATERIAL, AS THEY ARE CRAFTED WITH PREMIUM SUEDE. THE BRAND IS NOT ONLY TRAILBLAZING IN THE NON TRAINER MARKET, BUT IS ALSO SAID TO BE BRANCHING OUT INTO THE RESALE MARKET. IT IS REPORTED BY HIGH SNOBIETY THAT DR.MARTENS NEWEST VENTURE WILL SEE PRELOVED SILHOUETTES REVAMPED AND SOLD AT AROUND 80% OF THE RETAIL PRICE. PROVING THAT IT IS POSSIBLE FOR LARGER BRANDS TO ADOPT SUSTAINABLE PRACTICE THROUGH REPURPOSING AND INCORPORATING USED MATERIALS. SOMETHING THAT THIS REPORT SUGGESTS. (WILLSON, 2022)

45 43

FIGURE 10 - URBAN RENEWAL. RETRIEVED FROM URBAN outfitters.

46

URBAN RENEWAL

Figure 12 – urban renewal logo. Retrieved from urban outfitters.

ONE BRAND THAT HAS ADAPTED TO THE FACT THAT THE FUTURE OF FASHION IS IN THE PAST, IS SUB BRAND URBAN RENEWAL. AN EXTENSION OF URBAN OUTFITTERS, OFFERING A MORE SUSTAINABLE OPTION. CREATED TO REACH ANOTHER AUDIENCE. A MORE SUSTAINABLY CONSCIOUS AND AWARE CONSUMER. URBAN OUTFITTERS IMPLEMENTED SECOND HAND ITEMS OF CLOTHING AND RECYCLED FABRICS INTO ITS FAST FASHION RETAIL AND ONLINE SPACES, PROMOTING AND PROLONGING THE LIFE CYCLE OF CLOTHING. ENCOURAGING SUSTAINABLE APPROACH TO FASHION. WHILST ALSO RECOGNISING LOVING A GOOD RUMMAGE. URBAN RENEWAL TARGETS A NEW FOR URBAN OUTFITTERS, AS IT IS BRAND. URBAN RENEWAL HAVE VINTAGE COLLECTIONS SINCE 1983, OUTFITTERS OFFICIAL WEBSITE.

ANTI-FAST FASHION CONSUMER A FAST FASHION HIGHSTREET BEEN CAREFULLY CURATING ACCORDING TO THE URBAN (URBAN OUTFITTERS, 2022)

THE SUB BRAND FOCUSES ON RESELLING VINTAGE CLOTHING WITH A STORY, GIVING DAMAGED AND UNWANTED CLOTHING A SECOND LIFE. SAVING OVER 260,000 PIECES OF CLOTHING ANNUALLY, THAT WOULD OTHERWISE BE DESTINE FOR LANDFILL, AS REPORTED ON THE URBAN OUTFITTERS WEBSITE. (URBAN OUTFITTERS, 2022) EXPANDING THE OPTION OF THE BELOVED ACT OF RUMMAGING FOR THAT ONE PIECE, COMPLETELY UNIQUE AND YOURS, NOT ONLY INTO A BRANDED SETTING BUT ALSO ONLINE.

47

48

49

CONSUMER PROFILIN Perupta

DEMOGRAPHIC PROFILING

AGE: THE CONSUMER WILL BE BETWEEN THE AGE RANGE OF 19-30.

GENDER: ALTHOUGH THE CONSUMER WILL TAKE CHARGE OF THEIR OWN IDENTIFY, THEY MIGHT NOT LET IT DEFINE THEM AND THEIR FASHION CHOICES. OFTEN PLAYING WITH GENDER NORMS AND BREAKING GENDER BOUNDARIES THROUGH FASHION. INCOME: MAY HAVE STARTED TO ESTABLISH A SUCCESSFUL CAREER, BRINGING IN A HEALTHY, STABLE INCOME. POSSIBLY BRANCHING OUT ON THEIR OWN FOR THE FIRST TIME, RENTING THEIR OWN APARTMENTS OR STUDIOS.

50 48

Perupta

GEOGRAPHIC PROFILING

THERE ARE T LOCATIONS F OF THE ANTIQ TREND. SOME CONSU A MORE SUBU CREATIVITY A ARE AT LARG BUSTLING CIT MORE THAN T RAT RACE. FIG OUT IN THE C REACH FOR A STYLE, USING REPRESENT T OTHERS MAY RURAL SETTI FASHION AS A CREATIVITY. WITH THE FA THEM, WHET BE FROM CHA INHERITED IT GRANDPAREN

NG :

TWO POSSIBLE FOR THE CONSUMERS QUATED MODERNISM

UMERS ARE LIVING IN URBAN AREA, WHERE AND SKATE CULTURE GE. SURROUNDED BY TY LIFE, WANTING TO BE A PART OF THE GHTING TO STAND CROWD, THEY MAY A MORE ALTERNATIVE G FASHION TO THEIR INTERESTS. Y LIVE IN A MORE ING, POSSIBLY USING AN OUTLET FOR THEIR EXPERIMENTING ASHION AROUND THER THAT ARITY SHOPS, TEMS, CLOTHING IN NT’S WARDROBES ETC.

Perupt PSYCHOGRAPHIC PROFILING

THE CONSUMER MAY ENJOY RUMMAGING THROUGH FLEA MARKETS AND/ OR CHARITY SHOPS. THEY WILL USE THE ANTIQUATED MODERNISM TREND TO REBEL AGAINST REPETITIVE STREETWEAR, THAT RESULTS IN A SEA OF TRAINERS, OFFERING NO INDIVIDUALITY. THEY FIGHT TO GO AGAINST THE GRAIN. THE TREND WILL PROVIDE A MORE DISTINCT STYLE THAT’S MORE DEFINED AND CLASSIC. MAKING IT MORE ACCESSIBLE FOR THE CONSUMER TO REPRESENT THEIR PERSONALITY AND INTERESTS MORE ACCURATELY THAN PREVIOUS TRENDS. THE CONSUMER MAY ENJOY INTERIOR DESIGN AND EXPERIMENTING WITH ANTIQUE DÉCOR. ALMOST RELIVING THE COTTAGE CORE TREND WITHIN THEIR HOME, WITH A MATURE, DARKER COLOUR PALETTE. THEY MAY DO SO BY PURCHASING FROM SMALL ANTIQUE STORES, PURCHASING SECOND HAND ITEMS FROM FACEBOOK MARKET PLACE, CHARITY SHOPS OR EVEN FLEA MARKETS AND CARBOOTS. THEY MAY WORK FROM HOME, MEANING THEY SPEND A LARGE AMOUNT OF THEIR DAYS AT HOME. MEANING THEIR HOME IS THEIR WORKPLACE AND SANCTUARY. WITH THIS IN MIND, THEY NEED TO CREATE A SENSE OF CALM, WARMTH AND COMFORT WITHIN THEIR HOME. THEY DO SO BY PURCHASING ANTIQUE ITEMS TO FURNISH THEIR HOME WITH, CREATING AN ECLECTIC, BUSY SPACE. OFFERING COMFORT IN THE FACT THAT MOST ITEMS WITHIN THEIR HOME EXISTED IN A DIFFERENT LIFETIME TO THEM AND ARE PRELOVED. THE CONSUMER MAY USE SOCIAL MEDIA BUT NOT LET IT DICTATE THEIR LIFE. THEIR MAIN INTERESTS LIE OUTSIDE OF THE METAVERSE, ENJOYING THE SIMPLE THINGS IN LIFE. LIKE LOCKING THEMSELVES AWAY ON A WINTERS DAY, LISTENING TO 1950’S JAZZ ON THEIR RECORD PLAYER, AND DANCING AROUND THE APARTMENT WITH THE DOG.

51

49

Male Consume Age: 19-30 Indie Skater Old money Creative content Flea markets Skater City Life

52 50

Might live in a more urban area. Fed up of the oversaturation of fashion. Surrounded by expensive designer clothing stores etc. Rebelling against the hype beasts. They don’t priorities designer or pleasing/ showing off.

Its more about expressing identity and wearing what makes them feel confident.

Their mission is to find unique pieces to make them stand out from the crowd. They might do this by attending flea markets, vintage shops or supporting smaller businesses. When they do occasionally splurge on investment pieces, they may reach for high quality brands such as Thames MMXX or Yardsale.

er

53

51

Age: 19-30 Indie Feminism & Body Empowerment ACCESSORY OBSESSED Natural Environmentally conscious Creative Messy Might live in a more rural area that limits their choices in regard to fashion. As a result they may be a keen charity shopper who picks up random eclectic items from homeware to clothing. They not only shop second hand for the individuality but for the environmental aspect of not contributing to the mass consumption and production of clothing. They are clever with money but also love the chase of rummaging through charity shops not knowing what they will walk out with.

They love the unpredictability and the freedom of identity that charity shops provide through the array of choice.

When they do occasionally splurge on investment pieces, they may reach for high quality brands such as Dr. Martens or 54 a more sustainable approach, 52 Urban Renewal.

Female Consumer

55

53

gen z : - values -music -how old will they be by 2024 -will they be living in their own homes ?

- will they have a solid career ?

- will some still be doing apprenteships ? tattoo artists - the need to be different and not follow the heard.

5654

57

Figure 13 – illustration, The Future of Evil by David Plunkert

Perupta ANTIQUE MUDDY BRASS & GOLD

figure 15 – Instagram post by Charlize Miradi retrieved from Instagram

figure 14 – John Galiano distressed skirt

THERE ARE MANY AVENUES BY WHICH THE GOAL OF BR

P LAYERING A GENEROUS AMOUNT OF JEWELLERY.STACKING NECKLACES , RINGS AND BROACHES.

COLOURS HAVE UNIVERSAL UNDERSTANDINGS - TRIGGERING MEMORIES AND FEELINGS. FROM THE MUDDY BRASS COLOUR OF AN ORNATE ANTIQUE MIRROR TO THE RICH RED VELVET OF A CHESTERFIELD SOFA. ANTIQUE STYLE JEWELLERY

AND ACCESSORIES CAN ALSO BE PAIRED FOR A MAXIMALIST LOOK. ACCESSORISING CAN BE AN IMPORTANT PART OF EXPRESSION. INCLUDING GLOVES, RINGS, NECKLACES, JEWELS, GEMSTONES, BEADS AND BROACHES.

KEY 58

56

D E TA I L S

RINGING BACK A SENSE OF TIME CAN BE ACHIEVED

figure 16 - distressed knit jumper by house of Halley

MORE OFTEN THAN NOT ANTIQUES TEND TO DISPLAY SOME SIGNS OF WEAR AND TEAR. SHOWING NOT ONLY THEIR AGE BUT THAT THEY HAVE BEEN LOVED. REFLECTING PATINA IN CLOTHING COULD BE A FUNDAMENTAL ELEMENT THAT COULD PROVIDE A SENSE OF TIME THROUGH FASHION.

Peru

DISTRESSED

CLEATHERS. CONSIDER

Perupta DISTREESED KNITWEAR

SECOND HAND MATERIALS FOR AUTHENTICITY

57 59

figure 17 - LONDON FASHION WEEK STREET STYLE AW 22

L

LAYERING HIGH NECK,

LALAYERING MEN’S SHIRTS WITH

TIES, BLAZER, BREAKING

LACE CORSETS. HIGH NECK, STIFF

GENDER BOUNDARIES

COLLAR, LAYERED JEWELLERY.

TO CONTRAST THE DISTRESSED ELEMENT, CLASSIC AND TRADITIONAL ELEMENTS OF FASHION CAN BE TAKEN FROM ANTIQUE FASHION. PLAYING WITH GENDER AND FORMALITY, FROM OVERSIZED BLAZERS & TRENCH COATS, HIGH NECK LINES, BOWTIES, WAISTCOATS AND OLD SCHOOL TAILORING. LAYERING WILL HAVE A KEY PART TO PLAY IN THIS TREND. NOT ONLY THE LAYERING OF FABRICS BUT LAYERING ELEMENTS FROM DIFFERENT ERAS, RESULTING IN A MIX AND MATCH, BUSY LOOK.

KEY 60 58

D E TA I L S

THERE ARE MANY AVENUES BY WHICH THE GOAL OF BRINGING BACK A SENSE OF TIME CAN BE ACHIEVED

Perupta REFORMING FORMALITY INTO CASUAL WEAR. TAILORED TROUSERS AND TRADITIONAL FOOTWEAR. INCLUDING BROGUES, LOAFERS AND OXFORDS. BROGUES FOR ANY OCCASION. FROM BLACK TIE TO SKATEBOARDING.

figure 18 - DR. MARTENS' ADRIAN LOAFERS. RETRIEVED FROM HIGH SNOBIETY

,

59 61

ANTIQUATED MODER

62 60

RNISM PHOTOSHOOT

63 61

64 62

65

63

66 64

67 65

66 68

69 67

ANTIQUATED MODERNISM

68 70

ANTIQUATED MODERNISM

69 71

THE ANTIQUATED MODERNISM TREND WILL GROW AND BUILD UPON INSPIRA FASHION CHOICES. KNOWN AS THE BUBBLE UP EFFECT, AS WE REACH FUR INSPIRATION FOR FASHION. MOVING AWAY FROM PREVIOUS IMMATURE, LO MANY CONSUMERS, TRAPPING THEM IN A BOX IN WHICH THEY NO LONGER FIT BRANDS AND DESIGNS THAT EMBRACE THE ANTIQUATED THEIR OWN COMMUNICATION. A PERSONAL CONNECTION BET CLOTHING. WITH EACH ITEM THAT FALLS UNDER THE ANTIQ A STORY. CARRYING A GREATER PURPOSE THAN JUST PRO

THE AIM OF ANTIQUATED MODERNISM IS TO PROVIDE WITH A SENSE O BE EMPLOYED LITERALLY, THROUGH THE ADDITION OF TIME STAMPING FORMAL REGULATION ON ALL PRODUCTION OF FASHION ITEMS. IT IS P VALUE, AS ITEMS THAT ARE TIME STAMPED COULD BE PASSED DOWN FROM PROVIDING THE CURRENT GENERATION WITH A DIRECT CONNECTION TO HARD EVIDENCE OF MID 20TH CENTURY FASHION FOR THOSE TO COME TIME TO THE CURRENT GENERATION BUT PROLONGING THIS COMMUNI

ANTIQUATED MODERNISM SUGGESTS THE STUDY OF PREVIOUS VINTAGE BE CONNECTED TO THE USE OF BROWN PAPER TAGS IN VINTAGE AND A CONNECTION IN THE CONSUMER’S MINDS BUT ALSO CONTRIBUTING TO WORLD, AS PAPER IS BIODEGRADABLE. AS I LEARNT FROM PROTEGA GLOB BASED ECO-FRIENDLY SOURCES AND AS SUCH WILL BIODEGRADE AND IS

ANOTHER FORM OF COMMUNICATING THE VALUES OF ANTIQUATED MO AS CONSUMERS BEGIN TO QUESTION PROCESSES AND PRODUCTION OF TH FOR TRANSPARENCY OF PROCESS FROM BRANDS. THIS TREND COULD REGARDS TO ITS INSPIRATION AND RESEARCH SURROUNDING THE CONC ANTIQUE ITEMS THAT INSPIRE PRINTS, CUT, TAI-LORING AND COLOUR LIKE THE DESCRIPTION OF VISIONARY FASHION. ADOPTING THE SAM ALLOWING THE CONSUMER BE-HIND THE SCENES, CREATING A ST

ANTIQUATED MOD 72 70

OF TIME THROUGH FASHION. THIS COULD G CLOTHING. BY IMPLEMENTING THIS AS A POSSIBLE THAT FASHION COULD HOLD ITS M GENERATION TO GENERATION. NOT ONLY O THE PRESENT DAY BUT ALSO PROVIDING E. THEREFORE NOT ONLY COMMUNICATING ICATION THROUGHOUT A GARMENTS LIFE.

E TRENDS AND SHOPPING HABITS. THIS CAN ANTIQUE SETTINGS. NOT ONLY CREATING A O A MORE ENVIRONMENTALLY CONSCIOUS BAL, “PAPER IS USUALLY MADE FROM PLANT S COMPOSTABLE” (PROTEGA GLOBAL, 2022)

ODERNISM, IS THROUGH TRANS-PARENCY. HEIR CLOTHING, THERE IS A NEW DEMAND D BENEFIT FROM BEING TRANSPARENT IN CEPT OF DESIGNS. HIGHLIGHTING POSSIBLE RS OF COLLECTIONS AND DESIGNS. MUCH ME PROCESS TO ALL LEVELS OF FASHION, TRONGER CONNECTION TO CUSTOMERS.

DERNISM

C O M M U N IC AT IN G

ATION TAKEN FROM THE OLDER GENERATIONS RTHER BACK DOWN THE TIMELINE FOR OUR OUD TRENDS THAT CAST A BLANKET ACROSS T AS THEY PROGRESS THROUGH LIFE AND AGE. MODERNISM TREND WILL EMPLOY TWEEN THE CONSUMER AND THEIR QUATED MODERNISM TREND TELLING OVIDING COMFORT AND PROTECTION.

71 73

C U S T O M E R

P E R S P E C T I V E

THE ANTIQUATED MODERNISM TREND NOT ONLY ALLOWS FOR THE KE TIME PERCEPTION TO TAKE HOLD OF THE FUTURE BUT WILL CHANGE THE APPROACH TO FASHION. RESULTING IN A MORE SUSTAINABLE AND CONSCIOU SPEARHEADING THE MIX OF OLDER ITEMS, NEWER ITEMS, AND HAND

THIS THROW AWAY ATTITUDE TOWARDS CLOTHING CANNOT CONTINUE, A CARRIED OUT BY BARNARDO’S REVEALED, REPORTED BY REFINERY 29, “ O YOUNG BRITISH WOMEN CONSIDER CLOTHES TO BE ‘OLD’ AFTER JUST O WEARS. RESEARCH CARRIED OUT FOR BARNARDO’S EARLIER THIS YEA THAT BRITS WERE SET TO SPEND £2.7 BILLION ON 50 MILLION SUMMER O WOULD BE WORN ONLY ONCE – ON HOLIDAY OR AT EVENTS SUCH AS FE WEDDINGS.” (BENSON, 2021) CLOTHES SHOULD BE CHERISHED AND MAIN FUTURE GENERATIONS. AS THE TREND PROMOTED A MORE CIRCULA TO FASHION THROUGH THE COMING DECADES. SAY NO TO THROW AW

THE CONSUMERS SEARCH FOR INDIVIDUALITY AND THE EXTENT OF W NEED TO BE UNIQUE WILL COME WITH A LOT OF EXPERIMENTATION A NEW WAY OF DRESSING, MORE OF A DRESS UP, FUN TAKE TO FAS FASHION AS A FORM OF ESCAPISM, TO DISTRACT THEM FROM THE BIG OF GLOBAL CRISIS. WHILST NOT GETTING LOST, USING THE CLOTHING SENSE OF TIME AND GROUND US. THE CONSUMER WILL NO LONGER B FOR THE MALE GAZE OR BE CONFORMING TO SOCIETIES RESTRICTING RESEARCH AND THE CONNECTION TO ANTIQUES, AN ELEMENT OF COL WILL ACCOMPANY THIS TREND. EMBODYING AN ALMOST HYPE BEA WHERE AVID ANTIQUE ADVOCATES WILL COLLECT THE ITEMS MADE TRENDS STYLE. RE-INVENTING THE HYPE BEAST APPROACH TO FASHI IT OUT OF THE STREETWEAR SCENE INTO THE ANTIQUES WORLD, B

THE FUNCTIONALITY OF A 72 74

figure 19 -identity retrieved from Pinterest

EY DRIVER OF E CONSUMERS US WARDROBE. D ME DOWNS.

AS RESEARCH ONE IN THREE ONE OR TWO AR REVEALED OUTFITS THAT ESTIVALS AND NTAINED FOR AR APPROACH WAY CULTURE.

WHICH THEY N. PROVOKING SHION. USING GGER PICTURE G TO GIVE A BE DRESSING G STANDARDS. LLECTABILITY AST QUALITY, WITHIN THE ION, MOVING BUT FASHION.

ANTIQUATED MODERNISM 73 75

figure 20 - Ralph lauren fall 2018 ready to wear

KEY TAKEAWAYS

MATERIAL I

ANTIQUATED MODERNISM WILL LEAD, PAVE THE WAY FOR A POST SNEAKER WORLD. GOING BACK TO FORMALITY, WITH STREETWEAR MOVING AWAY FROM SPORTSWEAR TO FORMALWEAR. SEEING THE INCREASE OF TRADITIONAL EVERYDAY WEAR INCLUDING, TIES, BOWTIES, SUITS, BROGUES, AND LOAFERS. AS OUR CLOTHES BEGIN TO NOT ONLY PROVIDING COMFORT AND PROTECTION BUT ALSO EMBODY A SENSE OF TIME.

BACK TO FOMALITY 74 76

ONE OF THE M ONE OFTHIS THE MAIN THAT TR THIS TREND WILLF RESPONSIBLE FOR CIRCULAR WILL BE ITS APPROACHTHIS TO FASHION. WILL BE MAD SUCCESSFUL THR THROUGH INNOVATION. E INNOVATION. E WITH PRELOVED WITH PRELOVED REPURPOSING REPURPOSING A CONSIDERING CONSIDERING A TO PROVIDE, IN TO PROVIDE, IN PRINTS, TEXTUR PRINTS, TEXTUR AS WELL AS THE AS WELL ASCREA THE U FABRIC TO FABRIC TOKIND CREAP ANOTHER KIND PATHP ANOTHER TAKEN IF PATH IT TAKEN IF IT ISN’T FOR BRANDS BRANDS TO IM THIS INNOVATI ITINNOVATIVE IS ALSO WITHA IS ALSO ETHOS TO WITHIN CREAT ETHOS TO RANGES CREAT AND RANGES THAT WILLAND AG THAT AS WILL TIME, THEAGC TIME, AS THIS THE C BUY INTO BUY INTO THIS THROUGH THAT THROUGH THA WOULD BE INVE WOULD BE INVE TO BE TREASUR TO BE TREASUR THROUGHOUT T THROUGHOUT T ANOTH ANOTH

HYPEBEAST X ANTIQUE COLLECTORS

INNOVATION

KEY TAKEAWAYS

MAIN CHANGES N CHANGES THAT REND WILL BE LFOR BE RESPONSIBLE WILL BE ITS CIRCULAR APPROACH TO FASHION. THIS WILL BE MADE DE SUCCESSFUL ROUGH MATERIAL MATERIAL EXPERIMENTING EXPERIMENTING D FABRICS AND DSAID FABRICS AND FABRICS. SAID FABRICS. ANTIQUE ITEMS ANTIQUE ITEMS NSPIRATION FOR NSPIRATION FOR RE, AND FINISH. RE, FINISH. USEAND OF ANTIQUE USE OF ANTIQUE ATE A ONE-OF-AATE A ONE-OF-APIECE. PIECE. THAT CAN BE H ISN’T THAT POSSIBLE CAN BE ’T POSSIBLE FOR TO IMPLEMENT MPLEMENT THIS IVE APPROACH. APPROACH. IT HIN THE TRENDS N AND THE PRODUCE TRENDS TE TE AND PRODUCE COLLECTIONS GE COLLECTIONS WELL OVER GE WELL OVER CONSUMER MAY CONSUMER IDEA WITHMAY THE IDEA WITH THE T SAID ITEMS AT SAID PIECES, ITEMS ESTMENT ESTMENT RED ANDPIECES, LOVED RED AND LOVED THEIR LIFE AND THEIR HER’S. LIFE AND HER’S.

TO FURTHER THE MARKETING AND SUCCESS OF THE ANTIQUATED MODERNISMS TREND, ADDITIONAL RESEARCH INTO VINTAGE SHOPPING HABITS NEEDS TO BE CARRIED OUT. IN ORDER TO EMULATE THE TRUE ATTRACTION THAT VINTAGE SHOPPING GENERATES. WHILST ELEVATING SECOND HAND BUYING AND SELLING, INTO HIGH FASHION. JOINING THE HYPE BEASTS OF FASHION AND THE AVID ANTIQUE COLLECTORS. AS THEY WILL NOW BE ABLE TO DRESS WITH THEIR TRUE INTERESTS AT HEART, WITH THE TREND MAKING ANTIQUE STYLE FASHION MORE ACCESSIBLE.

7775 figure 22 – fka twigs, retrieved from Instagram.

ANTIQUATED MODERNISM

76 78

ANTIQUATED MODERNISM

77 79

BIBLIOGRAPHY

80 78

Abad, M. (2020, April 16). See How Marine Serre Brings New Life Into Damaged Clothes. Retrieved from Paper Magazine: https://www.papermag.com/marine-serre-spring-2020-upcycling-2645734672.html?rebelltitem=12#rebelltitem12 BENSON, S. (2021, August 18). One & Done: Why Do People Ditch Their Clothes After Just One Wear? Retrieved from REFINERY29: https://www. refinery29.com/en-gb/instagram-outfits-wear-once BONKERS. (2022, DECEMBER 12). Thames MMXX. Retrieved from BONKERS: https://www.bonkers-shop.com/shop/brands/thames-mmxx /#:~:text=What’s%20the%20story%20behind%20the,dividing%20his%20 hometown%20of%20London FREEMAN, L. (2020, February 28). Marine Serre on designing clothing with longevity. Retrieved from VOGUE FRANCE: https://www.vogue.fr/ fashion/article/paris-fashion-week-marine-serre-show-fall-winter-20202021-designing-clothing-longevity LEITCH, L. (2022, FEBRUARY 22). Vivienne Westwood FALL 2022 READY-TO-WEAR. Retrieved from VOGUE RUNWAY: https://www. vogue.com/fashion-shows/fall-2022-ready-to-wear/vivienne-westwood MORGAN, M. F. (2022, MAY 14). TikTok has discovered the ‘old money’ aesthetic and it’s an incredibly luxe affair. Retrieved from GLAMOUR MAGAZINE: https://www.glamourmagazine.co.uk/gallery/old-money-aesthetic NNADI, C. (2018, SEPTEMBER 8). Ralph Lauren FALL 2018 READY-TOWEAR. Retrieved from VOGUE RUNWAY: https://www.vogue.com/fashion-shows/fall-2018-ready-to-wear/ralph-lauren#review Nottingham Trent University. (2022, December 17). From the catwalk to the high street: the role of the fashion forecaster. Retrieved from Nottingham Trent University: https://online.ntu.ac.uk/online-student-experience/ articles/the-role-of-fashion-forecaster PROTEGA GLOBAL. (2022, DECEMBER 17). Which is more eco-friendly…paper, or biodegradable plastic? Retrieved from PROTEGA GLOBAL: https://protega-global.com/2021/01/05/which-is-more-eco-friendly-paper-or-biodegradable-plastic/#:~:text=Paper%20is%20biodegradable%20 because%20is,more%20eco%2Dfriendly%20than%20plastic.

Sangster, E. (2022, December 10). How Gen Z gave the ‘old money’ aesthetic an egalitarian makeover. Retrieved from Harpers Bazaar: https:// harpersbazaar.com.au/old-money-aesthetic/ THEFUURELABORATORY. (2022, NOVEMBER 1). Trend Reports. Retrieved from THE : FUTURE : LABORATORY: https://www.thefuturelaboratory.com/sectors/macrotrends#paralysis-paradox URBAN OUTFITTERS. (2022, DECEMBER 5). URBAN RENEWAL. Retrieved from URBAN OUTFITTERS: https://www.urbanoutfitters.com/engb/vintage-clothing WILLSON, T. (2022). DR. MARTENS’ ADRIAN LOAFERS ARE BLONDEY-APPROVED. Retrieved from HIGHSNOBIETY: https://www.highsnobiety.com/p/dr-martens-snaffle-loafers-ss22-blondey-mccoy/ WILSON, R. (2019). HIGH SNOBIETY. Retrieved from A BRIEF HISTORY OF BLONDEY MCCOY’S THAMES LABEL: https://www.highsnobiety. com/p/thames-london-brand-history/

I M AG E R E F E R E N C E S

FIGURE 1 - THE STAIRS', BY TOON JOOSEN, RETRIEVED FROM THE ART ROOM PLANT. HTTP://THEARTROOMPLANT.BLOGSPOT.COM/2022/04/TOON-JOOSEN.HTML FIGURE 2 - DIFFUSION OF INNOVATION THEORY. RETRIEVED FROM BEHAVIOURAL CHANGE MODELS HTTPS://SPHWEB.BUMC.BU.EDU/OTLT/MPH-MODULES/SB/BEHAVIORALCHANGETHEORIES/BEHAVIORALCHANGETHEORIES4.HTML FIGURE 3 – DISTRESSED CARPET ON STAIRS, RETRIEVED FROM TUMBLR. HTTPS://MORBIDFASHION.TUMBLR.COM/PAGE/80?REF=WEHEARTIT FIGURE 4 – TILED STAIRS. RETRIEVED FROM HTTPS://WWW.DREAMSTIME. COM/PHOTOS-IMAGES/ARCHITECTURE-ISLAMIC-STAIR.HTML FIGURE 5 – IMAGE OF FKA TWIGS, RETREIVED FROM HTTPS://WWW.PINTEREST.CO.UK/PIN/843017624010135003/ FIGURE 6 – VIVIENNE WESTWOOD AW 21/22, RETRIEVED FROM HTTPS:// WWW.VIVIENNEWESTWOOD.COM/EN/COLLECTIONS/VIVIENNE-WESTWOOD/AW2122-LOOKBOOK/ FIGURE 7 – RALPH LAUREN FALL 2018 READY TO WEAR, RETRIEVED FROM VOGUE. HTTPS://WWW.VOGUE.COM/FASHION-SHOWS/FALL-2018-READYTO-WEAR/RALPH-LAUREN#REVIEW FIGURE 8 – MARINE SERRE AW20, RETRIEVED FROM VOGUE HTTPS://WWW.VOGUE.FR/FASHION/ARTICL`E/PARIS-FASHION-WEEK-MARINE-SERRE-SHOW-FALL-WINTER-2020-2021-DESIGNING-CLOTHING-LONGEVITY FIGURE 9 – DR. MARTENS' ADRIAN LOAFERS. RETRIEVED FROM HIGH SNOBIETY. HTTPS://WWW.HIGHSNOBIETY.COM/P/DR-MARTENS-SNAFFLE-LOAFERS-SS22-BLONDEY-MCCOY/ FIGURE 10 - URBAN RENEWAL. RETRIEVED FROM URBAN OUTFITTERS. HTTPS://WWW.URBANOUTFITTERS.COM/EN-GB/VINTAGE-CLOTHING FIGURE 12 – URBAN RENEWAL LOGO. RETRIEVED FROM URBAN OUTFITTERS. HTTPS://WWW.URBANOUTFITTERS.COM/EN-GB/VINTAGE-CLOTHING FIGURE 13 – ILLUSTRATION, THE FUTURE OF EVIL BY DAVID PLUNKERT HTTPS://WWW.COMMARTS.COM/PROJECT/9305/PLAYBOY-THE-FUTURE-OFEVIL FIGURE 14 – JOHN GALIANO DISTRESSED SKIRT RETRIEVED FROM HTTPS:// WWW.1STDIBS.COM/EN-GB/FASHION/CLOTHING/SKIRTS/JOHN-GALLIANO2000S-LEATHER-SIZE-4-DISTRESSED-PRINT-DROP-WAIST-BELTED-SKIRT/ ID-V_7095411/?MODAL=INTLWELCOMEMODAL FIGURE 15 – INSTAGRAM POST BY CHARLIZE MIRADI RETRIEVED FROM INSTAGRAM HTTPS://WWW.INSTAGRAM.COM/BARBIESCLUTTER/ FIGURE 16 - DISTRESSED KNIT JUMPER BY HOUSE OF HALLEY. RETRIEVED FROM HTTPS://WWW.HOUSEOFHALLEY.COM/PRODUCTS/DISTRESSED-CROCHETKNIT-LONG-SLEEVE-CROP-TOP?VARIANT=42385680236697 FIGURE 17 - LONDON FASHION WEEK STREET STYLE AW 22 RETRIEVED FROM, HTTPS://WWW.DAZEDDIGITAL.COM/FASHION/GALLERY/30742/26/LFWAW22-STREET-STYLE FIGURE 18 - DR. MARTENS' ADRIAN LOAFERS. RETRIEVED FROM HIGH SNOBIETY. HTTPS://WWW.HIGHSNOBIETY.COM/P/DR-MARTENS-SNAFFLE-LOAFERS-SS22-BLONDEY-MCCOY/ FIGURE 19 -IDENTITY RETRIEVED FROM PINTEREST HTTPS://WWW.PINTEREST.DK/PIN/312155817905932641/ FIGURE 20 - RALPH LAUREN FALL 2018 READY TO WEAR, RETRIEVED FROM VOGUE. HTTPS://WWW.VOGUE.COM/FASHION-SHOWS/FALL-2018-READYTO-WEAR/RALPH-LAUREN#REVIEW FIGURE 21 –BY RETRIEVED FROM HTTPS://CITOBALLESTA.COM/ FIGURE 22 – FKA TWIGS, RETRIEVED FROM INSTAGRAM. HTTPS://WWW.INSTAGRAM.COM/FKATWIGS/?HL=EN

79 81