Adaptive Looks Trend Report updated

A report to quitting fast fashion and introducing advanced textiles

Adaptive Looks Created by Transparent Agency

Contents Introduction

1-2

Climate change sustainability

3-4

Fast fasion and consumer habits

5-6

Key findings & insights

7-8

Adaptive Looks

9-10

Colour board

11-12

The Fast Fashion Follower

12-13

Fast Fashion

15-18

Two Days off case study

19-20

New Balance case

21-22

Advanced textiles

23-24

Conclusion

25

Fig 1: Nas 2017 Matteo Montanari

Introduction The research we conducted into the Manhattan floods resulted in us understanding what drove this disaster to happen. We found the main key drivers for the floods to be climate change and lack of living eco-consciously.

Subsequently, we were driven to investigate how climate change is affected by fast fashion and what improvements can be made to make an impact in the future. From this we discovered that the introduction of advanced textiles into projects will create positive long-term effects on the environment.

The textile and fashion industry have always caused pollution, but it has increased dramatically over the years.

Most items are still produced using non-biodegradable synthetics and end up in a landfill causing dramatic damage on the environment. In this report we are going to focus on new technology fabrics which are more eco-friendly and are better for the environment. Our trend: ‘Adaptive looks’ will allow you to have a better understanding on new materials and give you the opportunity to wear and discover new items of clothing which will be adaptable to your own needs and wants.

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Fig 2

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Climate change & sustainability Our trend focuses on the theme of climate change and sustainability. After extensive research around this topic, we have concluded that to limit natural disasters, global warming and more we need to change the way we are living immediately. Many people are starting to speak out about how badly the earth is getting treated, such as David Attenborough and Greta Thunberg. These influencers are educating us on how negatively humans can affect the earth. This is inspiring more and more people to want to change their lifestyles and make a difference.

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Noah Buscher, 2018 Kelly Sikkema, 2017

Markus Spiske, 2019

Ahmet Sali, 2021

Markus Spiske, 2018

Fig 3

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Samir Hussain

Psk Slayer, 2021

Burgess Milner, 2019

Francois Le Nguyen, 2020

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Fig 4

Fast Fashion & consumer habits Following on, another aspect of our trend is looking into consumer habits and fast fashion. Fast fashion is inexpensive, low quality and mass-produced clothing. We have found that it plays a detrimental impact on the environment by producing large numbers of waste and increased carbon emissions.

Fast fashion has spiralled out of control by fleeting trends and things becoming out of style quick due to social media and celebrity culture. As the throwaway culture is not slowing down anytime soon a change needs to happen with the textiles used in clothing to protect the planet.

6

Key Findings Artists are sharing their own opinions on the environment.

Fashion brands are using their voice to raise awareness.

Drivers are creating documentaries to share current issues.

People are finding new ways to make clothes last.

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Key Insights Artists are evoking emotions by sharing their opinions creatively

To stay up to date with trends and consumers brands must start thinking more ethically and long-term.

Its important to share honest and current issues to consumers.

Its important to find new textiles technologies that can be taken into the future.

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Adaptive Looks

The breakdown

In 2023 we will see an increased awareness and urgency to act ecoconsciously. Advanced technologies will shift peoples buying habits to longer lasting, sustainable pieces.

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conscious

energetic

regenrate

pure

alter

advanced Fig 5

10

Colour Board For our colour palette we took inspiration from earthy tones including a deep green and brown to resemble nature and balance. As well as warm shades to feel uplifting and illuminating, including a rich yellow to depict sunlight and hope. Combining this with a peachy orange to showcase warmth and health. To add variety, we included a natural beige.

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C O N N E C T I O N

UNITY

AWARE

A D A P T I V E

D U R A B L E

Fig 6

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The Fast Fash

Fig 7

The targeted consumer is an everyday fast-fas youthful and loves buying clothes. They use so and Instagram to keep up to date with curren spends too much time online and can be easi brands like ASOS and PLT is an everyday habi is aware of the negative aspects of fast fashio shopping clothes that are made more sustain

13

hion Follower The consumer

TREND DRIVEN

SOCIAL BUTTERFLY

- Age 22, graphic design student - Wardrobe is made up of 80% - fast fashion clothing - Looks on the new in page of ASOS everyday even though she has gone into her overdraft - Has a Tik Tok addiction, can’t go a day without using the app - Gets FOMO (fear of missing out) - Is a social media innuencer lover – follows accounts like Molly Mae - Likes to do Veganuary every year - Will always ask for oat milk with her cooees but will go home and eat mac and cheese - Watches Tik Tok clothing hauls to get inspiration - Wants to invest in longer – term items of clothing that are sustainable if they become more accessible from

YOUTHFUL

the brands she loves

Fig 8

shion lover. This type of consumer is social, ocial media platforms in particular Tik Tok nt trends. Some may argue that this consumer ily influenced. Refreshing the new in page of it they can’t get out of. However, this consumer on and would like to contribute to change by nably and will last longer.

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“

Textile production contributes more to climate change than international aviation and shipping combined (House of Common Environmental Audit Committee, 2019)

15

”

“

The effort that fast

fashion brands put into sustainable production measures is Fig 9

decreasing (Global Fashion Agenda, 2019)

” 16

Fast Fashion Fast fashion has not only altered the fashion industry, but it’s taken oven and the impact it’s left is detrimental to the environment. The fashion industry is the third-largest polluter due to carbon emissions and waste clothing.

Everyday people’s jaded and naive attitude towards overconsumption and single use purchasing has been a large consequence on our planet. Going into the future, brands, people, and trend drivers are pathing the way for ‘sustainable fashion’ being the next desired trend. Moving away from the idea that sustainable fashion is hard to find, over-priced and boring, but instead see it as investing in your wardrobe and the planet. “The most sustainable garment is the one we already own.” (Tosel, 2021)

Case Study The company ‘Good on you’ is using their platform to educate people on all things sustainable, for example they have rated a vast variety of clothing brands to let you know their sustainability rating regarding environmental impact, labour conditions, price, and animal welfare. The brand is there to educate and inspired. ‘By choosing ethically, you become the solution.’

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Fig 10

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Two days off case study Two Days Off shows how you can join the trend of being an ecofriendly company but also shows you new and innovative ways to promote healthy shopping habits. This way you can appeal to new audiences as well as helping shape the thoughts of your current unethical fast fashion shopper to care for the environment.

The brand is shaped around making clothes that will last rather than short life items. The aim is for longer lasting items that we cherish over cheap items that we have no attachment to, that we often must re buy.

The image on your right shows their “track your wears” tags.

Following on from primary research they created tags which allow consumers to easily record how many times they wear a garment. As a brand they “aim to make garments you will wear far more than 30 time”.

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Fig 11

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21

Fig 12

New Balance case study There are already some big brands starting to dip into this idea of more conscious fashion. This is only just the beginning; larger brands will start to introduce more products and more brands will join in. New balance shows how larger brands are already starting to change their production line to stay up to date and relevant with the new morals and ways of thinking.

Starting to appeal to the more conscious shopper and market sustainability to current shoppers.

These images show New Balance trainers where all materials used are raw and undyed. “New Balance has saved water, energy and waste in the production of these trainers”. This is a perfect example that sustainable and undyed doesn’t mean boring and bland colours. We still see a lovely shade of blue here and that’s only one example. Being sustainable can and will be cool, trendy, and current.

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New wave of textiles Going into the future you will see a new wave of advanced textiles which will pave the way for sustainable fashion.

During 2021/2022 we have found that there is a desire from gen Z to move away from fast fashion and start making eco-conscious choices. People are starting to prioritize the planet over consumption and single use purchasing. We believe by brands incorporating long lasting, ethically made materials it will inspire people to invest and be the change they want to see.

Gore-tex webisite, 2022

Bruno Long, 2021

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Gore - Tex Website, 2022

Fig 13

Case study The future trend will now focus on the durability, sustainability, and biotechnology of clothing textiles. An example of a sustainable brand is Gore-Tex, they are very known for durable wear. Recently the brand announced a new polyethylene called EPE that stands for expanded polyethylene. This material is sustainable, breathable, and lightweight which makes it adaptable as a product.

Newlife is another sustainable material which is made from 100% upcycled plastic bottles. It has two major innovative benefits for fashion. Firstly, it reduces the costs and resources involved in conventional polyester production. As well as using mechanical processes rather than chemical methods, this helps cut down on toxins that harm the environment.

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Going foward Action points

• Consider experiments into using new textiles technologies to create more eco-friendly materials and longer lasting clothing.

• Design more durable and breathable clothing helping us live through climate change.

• Start to phase out the use less harmful chemicals and switch to undyed fibres or natural pigments.

• Highlight the importance of being sustainable to help your employees and customer understand why they should be kind to our planet and change their shopping habits.

• Use neutral/ nature inspired colours to emphasise sustainability and linking us back to the earth.

• Be more transparent, consumers love to see this.

• Aim towards a more sustainable future.

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Thank You!

Fig 14

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List of Illustrations Fig 1 Nast, C. (2017). The Chic Girl’s Guide to Wearing Eco-Friendly Fashion. [online] Teen Vogue. Available at: https://www.teenvogue.com/gallery/eco-friendly-fashionbrands-chic.

Fig 2 Unsplash (n.d.). Photo by Jonathan Kemper on Unsplash. [online] unsplash. com. Available at: https://unsplash.com/photos/fWkmxj4AQ7w [Accessed 1 Feb. 2022].

Fig 3 Jamieson, E, Mood board, 2022 Fig 4 Jamieson, E, Mood board, 2022 Fig 5 Jones, C, Mood board, 2022 Fig 6 Jamieson, E, Jones, C, Mood board, 2022 Fig 7 Jamieson, E, Mood board, 2022 Fig 8 Jamieson, E, Mood board, 2022 Fig 9 Wikimedia.org. (2022). [online] Available at: https://upload.wikimedia.org/ wikipedia/commons/2/22/Earth_Western_Hemisphere_transparent_background. png [Accessed 1 Feb. 2022].

Fig 10 Jones, C, Mood board, 2022 Fig 11 Two Days Off. (n.d.). Introducing Our “Track Your Wears” Tag. [online] Available at: https://twodaysoff.com/blogs/journal/track-your-wears [Accessed 1 Feb. 2022].

Fig 12 The Sole Supplier. (n.d.). The New Balance 327 Undyed is Both Aesthetically & Environmentally Clean. [online] Available at: https://thesolesupplier.co.uk/news/ the-new-balance-327-undyed-is-both-aesthetically-environmentally-clean/ [Accessed 1 Feb. 2022].

Fig 13 Jamieson, E, Mood board, 2022 Fig 14 Pinterest. (n.d.). Couples aesth. [online] Available at: https://www.pinterest. co.uk/nicolehmardini/couples-aesth/ [Accessed 1 Feb. 2022].

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Good on You (2019). Good On You. [online] Good On You. Available at: https:// goodonyou.eco/about/.

Darmo, J. (2020). 20 Hard Facts about Fast Fashion. [online] Good on You. Available at: https://goodonyou.eco/fast-fashion-facts/.

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