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Mares & Martinez


Mares & Martinez

Rosemary’s Revenge Daniela Mares and Andrea Martinez Trend Analysis Professor Bendoni 30 April 2013


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Table of Contents Targeted Customer Profile......................................................................................... 1 Type chapter title (level 2) .........................................................................................2 Type chapter title (level 3) .....................................................................................3 Rosemary’s Revenge ..................................................................................................4 Visual Inspiration ......................................................................................................5 Analysis .................................................................................................................6 Color Direction ...........................................................................................................4 Hues .........................................................................................................................5 Implementation .....................................................................................................6 Theory and Relevance ...............................................................................................5 Fabrics ........................................................................................................................4 Swatches ..................................................................................................................5 Implementation .....................................................................................................6 Inspiration ................................................................................................................5 Quantitative Information..............................................................................................6 Flats .........................................................................................................................5 On Adoption................................................................................................................6


Customer Profile

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Confident, connected, and trendsetting are all ways Generation Y have been described. Also known as the Millenials, this generation, born from about 1980-2000 (CITATION) ranges in age from about 13 to 33. We felt that, more so than with any other generational cohort, our trend projection for Fall/Winter 2014, Rosemary’s Revenge would succeed with Generation Y. The prevalence of vintage inspiration satisfies the generational appetite for resuscitating the styles of bygone eras, while also fulfilling the cohort’s desire for innovation and personalization. For the purposes of marketing this trend, we chose to focus on the 19 to 25 year old female members of this generational cohort. Further boding well for the acceptance of this trend, which relies heavily on the subversion of classic silhouettes and textures, Generation Y has a penchant for using clothing and shopping as a conversation starter, creating the need for constant innovation and regeneration. (CITATION) Generation Y is also a purchasing force to be reckoned with, being the largest generation segment in the United States. Their spending is conservatively estimated at over $200 billion per year, as of (YEAR), one of the few generational cohorts that was relatively undaunted by the economic downturn of 2007. Instead of curbing their shopping, this generation chose to evolve their shopping habits, embracing online shopping like no other generational cohort, and integrating social media into their conventional shopping. Generation Y, having adapted to the recession and recovery period the United States is currently experiencing, has become a generation that has a voracious appetite for the new, but is quick to examine what they are really getting for their hard-won money. This educated, ambitious generation greatly appreciates the concept of “value added”, an appreciation that sits well with Rosemary’s Revenge, a trend based


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upon the reinvention of Mia Farrow’s wardrobe in the cult film “Rosemary’s Baby”, as seen through the lens of analytical cubism. We believe firmly in the projected success of Rosemary’s Revenge for two key reasons. Firstly, Grunge, or one of its permutations, has been the prevailing trend since Fall/Winter 2013, and is projected to continue into Spring/Summer 2014, evolving into Glam Grunge for the change in seasons. The market is currently extremely over saturated with key items for the Grunge trend, such as oversized, unbelted military and denim coats. Other ubiquitous details are studs and rivets, which have invaded every corner of the market, from Valentino’s Rockstud shoes and handbags, to lower end offerings from retailers such as H&M and Forever 21. Rosemary’s Revenge will create a departure from the prevailing oversized, slouchy silhouette. The trend also will rely on choices of fabrics rather than details such as studs and rivets to give it a signature edge. Further, the color palette associated with this trend of drab tones such as olive green and grey will be replaced with their jewel toned counterparts, such as deep emerald greens and sapphire blues. This shift, focusing on different saturations of the same colors, will create a marked change in style without producing such an abrupt change that the public cannot adapt


Trend Introduction

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The tattered ingénue is a look that has been adopted by many notable figures, among them Courtney Love, and, more recently, Taylor Momsen. As the concept of an ingénue brings to mind naïveté, purity, and fragility, we believe it is the ideal inspiration for departure from grunge in the Fall/Winter season of 2014, specifically referencing the 60’s version of the ingénue as depicted in Rosemary’s baby, the iconic 1968 cult thriller. To avoid cliché and mere imitation, we want to invoke the dark overtones of the movie and the progression of Mia Farrow’s character. Although we will draw inspiration from the crisp, delicate silhouettes of shift dresses, baby doll dresses, capes, and trousers, derived from Anthea Sylbert’s costume design for Mia Farrow in the movie, these silhouettes will then be given a harder edge, through color, fabric choice, and details. Characterized by the juxtaposition of innocence and the darker side of reality, Rosemary’s Revenge seeks, as a trend, to refine this aesthetic, molding it into a provocative, but chic look. The bases for this refinement will come from the starting point of Sylbert’s wardrobe for Mia Farrow and the clean lines of the art movement of analytical cubism.


Analytic Tracking: Trends

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Examining Editd.com, specifically forecasts for Fall/Winter 2014, several indicators that Rosemary’s Baby will be successful in this season arise. Firstly, the starting point of an ingénue as depicted in 1968 fits nicely within the retro aesthetic that 124,592 notable bloggers, columnists, and other internet tastemakers have been buzzing about since December (CITATION). Further building public interest in items from this era is the spring premiere of season six of Mad Men, the Emmy and Golden Globe award winning television series, also set in the 1960’s. As for color, New York foresees deep blues and reds as dominant colors for Fall/Winter 2014 (citation). This is very in line with our rich, jewel toned palette reminiscent of subverted opulence. Coupled with the pastel and neutral Pantone accents, the effect is that of deliciously ruined innocence- an irresistible corruption. Adding to the luxe feel is New York Fashion Week’s top outerwear pick: the cape. This item is also a nod to the 1960’s, popularized in the beginning of the decade by Jackie O, during her brief stint as First Lady. This widespread public acceptance for capes guarantees a market for a differentiation of this silhouette, particularly for the young, creative population segment we have selected as our targeted demographic.


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Concept Boards: Rosemary’s Revenge


Concept Board #1

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Concept Board #2

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For concept board number #1, we focused on colors we had drawn from Picasso’s art as well as the original poster from the movie “Rosemary’s baby,” such as deep blues, blacks and tans. We pulled silhouette’s and styles from the original movie and incorporated into a modern look. We added pieces like baby doll and shift dresses as well details like peter pan collars. We imagined what the modern day version of Rosemary would wear today and added fun easy to wear accessories, just as we know most girls today add. Our accessories included big flowy hats, pearls, and purses but all with a dark twist. We also found it was really important to incorporate Rosemary’s new and improved stroller as well as her famous stylish beret.

For concept board #2, we focused on the new fabrics our trend would offer in order to modernize the trend. We added sheer and chains which added a twist to the trend but still kept the theme with it’s original purpose. For this concept board we incorporated a few capes because we found it to be one of our staple modern pieces. We felt it was necessary to also warmer colors Edvard Munch inspired.


Color Section

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Color Story #1

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Color Story #2

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Color Story #3

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Color choices must always be made after considering cultural influences, geographic regions and the mood of the times. Color must also grab the attention of the customer, as well as make an emotional connection and ultimately lead them to the product they will be motivated to buy. To transition smoothly from the grunge trend of Spring/Summer 2013, we adapted some of its driving colors and transformed them into jewel tones, in order to not create so much of a sharp disconnect between seasons.We used colors from both warm and cool categories to incorporate into this trend. Rather than clashing, we feel that these distinct hues will instead complement and ground each other. Seeking to recreate the eerie mood of the movie Rosemary’s Baby, our main trend catalyst, we also drew color inspiration from the original poster for Rosemary’s baby. This yielded dark greens and misty greys as well as pastel blues to use as accents. We drew further color inspiration from artwork that also communicated the same sense of despair and hopelessness that we found the storyline Rosemary’s baby to contain, such as Edvard Munch’s “self portrait in hell” and Picasso’s analytical cubism. We pulled warmer colors such as mustard yellows, burnt oranges, and browns from Edvard Munch’s art and cooler tones such as ocean blues from Picasso’s art. The dark blues and greens contained in the analytical cubism work we referenced also communicate simple through their color palate melancholy and solitude. Transferred to textiles this mix of rich reds, reddish browns, and reddish purples communicate power and passionate feelings. The blues and greens although seemingly very different similarly communicate references to royalty as well as their more somber connotations which enables it to mix well with the warmer colors.


Fabric Section

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While Anthea Sylbert’s inspired designs for Mia Farrow’s role in Rosemary’s Baby greatly guided our silhouette direction, we deliberately strove to select fabrics completely unrelated to the original muse. This was done in order to modernize the items in Rosemary’s Revenge, and make them wearable for our young, artistic target demographic. Resorting to the original small delicate florals and plaids would give the trend an antiquated aesthetic that, while interesting, would surely date it, and worse, create the look and feel of a costume, rather than a fashion-forward item. In order to avoid this blunder, then, we selected fabrics that could create a modern, yet opulent ambiance through re-invention and creative usage. A wine colored crushed velvet, regal purple flocked velvet, and deep teal patterned velvet all create new possibilities for ornamentation, and can be used in dresses, capes, and shoes. These velvets are representative of the darker side of reality, a theme interwoven into the original movie. They also recall the color story told by “Self Portrait in Hell” by Edvard Munch. Light, airy fabrics such as silk, chiffon, and tulle create a visual respite from the aforementioned decadent fabrics, while adding a feeling of the naïve ingénue Rosemary began the movie as. In this case, we selected emerald silk hand dyed in a radial pattern, midnight blue chiffon slightly marbled with a reddish plum accent, and silk patterned with multi-colored abstracted chevrons. These fabrics are put to use in blouses, shift dresses, and A-line skirts, as well as sheer overskirts. Finally, alternative materials such as plastic and vegan leather create unique points of interest on selected items, such as plastic oxfords, vegan leather sleeves and cuffs, and plastic Peter Pan collars. Feathers, paillettes, and chains are utilized as inventive trims, further “roughing up” the overall trend.


Movie Inspiration

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Ira Levin’s 1968 film “Rosemary’s Baby,” which is based loosely around the 1967 novel, is a dramatic thriller where a mother’s blessing turns into her most unusual nightmare. As a new married couple, Rosemary and Guy Woodhouse rent an apartment in a Branford building in Manhattan, which is spread to have an unsavory past. Being the typical 60’s couple, Guy brings in the income with his acting career while Rosemary is the ordinary housewife who dedicates herself into making a good home for her husband. Throughout the movie, Rosemary becomes suspicious of certain events occurring throughout the time. She begins to find it sketchy how an elderly couple invites her husband over for “private conversation” and how Guy’s career suddenly booms after his main rival turns blind. After having the strangest dream, where an inhuman creature brutally rapes her, she wakes up to her husband apologizing for having his way with her while she was sleeping. As it gets near to her due date, Rosemary starts believing the covent living in her building want to sacrifice her baby or satan and seeks help. After getting no results, she delivers the baby and is told by one of the men in her building that the baby died. As her mother instincts kick in, she goes in search of her baby only to find out the covent impregnated her with Satan’s baby in exchange for making her husband’s career successful. !

From the movie “Rosemary’s Baby,” we drew color inspiration as well silhouette

inspiration. We wanted to update Mia Farrow’s wardrobe and give it more of a hard edge therefore we added a twist. We wanted to change Mia Farrow’s look from the well meaning but naive ingenue into an empowered vengeful woman such as her character perhaps would have been after the events of the movie. We drew cooler colors from the hatred she would of built up but warm colors from the movie itself. We drew the trend’s


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silhouette directly based on her wardrobe in the movie, such a shift dresses and baby doll dresses.


Art Movement/Culture Heritage

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Adding to our unique blend of trend influencers is the art movement of analytical cubism. The art form pioneered by Pablo Picasso is characterized by the fracturing of forms in order to achieve its goal of depicting multiple perspectives at once. Analytical cubist works interpret their subject matter by using forms from the built world, completely reimagining more natural objects (“Phases of Cubism”). A seminal work demonstrating analytical cubism is Picasso’s “Man and a Guitar”, which showcases a frontal and profile view of a man and a guitar at once, with both forms fragmented and superimposed upon each other. Translated into the field of design, this art movement results in bold linear silhouettes and sculptural accents. Our chosen silhouette, the modified, slimmer A-line is a reflection of this aesthetic, displaying both straight and angular lines that create its overall form. The superimposed figures, precursors to modern collage techniques, emerge among our choice of fabrics for Rosemary’s Revenge: scalloped lace and bold graphic prints. Further influencing our trend was the striking painting “Self Portrait in Hell” by Edvard Munch. This work was a visual manifestation of the artist’s lifelong struggle with depression and the demons that haunted his personal life. One of the many issues that he wrestled with throughout the entirety of his life was the feeling that he didn’t deserve happiness, as many family members, including his mother and sister, died when he was very young. The evident despair and self-loathing helped create a unique color story featuring the warm reds, reddish purple and reddish browns featured in the portrait, as well as the neutral accents we selected, which create the air of opulence and corruption integral to Rosemary’s Revenge


Analytic Tracking-Trending

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Polyvore....Top Sets (Wicked Witch)

Editd Analytics Tracking

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Technical Drawings

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Flat Sketches...

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Rosemary’s Revenge is for a young generation, a risk taker with a playful soul, who is a student or creative professional deeply invested in fashion as a form of expression enough so that their willing to invest in a story behind a garment just as much as in the quality of fabrics and trims. We focused on what the charter, Rosemary, in the movie Rosemary’s baby, moods and actions as well as wardrobe would change after the events that occurred throughout the movie. We drew inspiration from artist that encouraged darker moods such a Picasso and Edvard Munch and pulled colors from their artwork. We also stuck to the styles and silhouettes that were seen throughout the movie such a baby doll dresses and shift dresses. We used details like peter pan collars to foster a playful and innocent overall mood for the garments incorporated in our trend. We wanted to imbue the trend with a dose of reality. Just enough darkness to make the items chic and wearable rathe then appearing to be costumes from the decade. We wanted to create something new rather then interpreting our concept literally and simply churning out copies of the wardrobe design from the film. In the end we feel we have created the perfect antidote to grunge. A return to femininity that has never been seen before, stylistic corruption that does not rely on menswear for its edge. A blending of the recognizable, the iconic, the cherished, that results in an entirely new aesthetic. Rosemary has returned, no longer her meek damsel in distress self, to prove to us that revenge is a dish best served haute.


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Works Cited "Art History Unstuffed" Art History Unstuffed." Art History Unstuffed RSS. N.p., n.d. Web. 30 Apr. 2013. "How the Millennial Generation Works." HowStuffWorks. N.p., n.d. Web. 30 Apr. 2013. Smith, Katie. "New York Fashion Week Fall 13: The Digital Review." EDITD. N.p., 20 Feb. 2013. Web. 30 Apr. 2013. Smith, Katie. "Paris Fashion Week: Top AW 13/14 Trends." EDITD. N.p., 06 Mar. 2013. Web. 30 Apr. 2013. Smith, Katie. "The Top 10 for 2013." EDITD. N.p., 03 Jan. 2013. Web. 30 Apr. 2013. Yarrow, Kit, and Jayne O'Donnell. Gen BuY: How Tweens, Teens, and Twenty-somethings Are Revolutionizing Retail. San Francisco: Jossey-Bass, 2009. 7+. Print.


Trend Analysis  

Trend Report for Rosemary's Baby

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