Initial Trend Research A/W16

trend forecasting a/w16

Berlin .. categorising

escapism; the overarching trend After looking at over arching macro trends we found the most prominant trend for 2016 was the idea of escapism.

This derived from the increase in science fiction films and popular culture platforms - as well as fictions surrounding good prevailing over evil. These narratives are socially driven through sheer worry and panic over states of our society now. Uncertainty in our young generations futures, panic of global warming and also governmental issues.

These topics allow the masses of consumers to feel the need to indulge and be set free into ‘another world’. These films immitate childhood favourites and are an escape route for the concerned adult.

Our trends to follow all relate to this idea of escapism and allow the comfort blanket to cover many industries and sectors...

TEXTURAL

BERLINDE DE BRUYCKERE

ANATOMICAL ALIENATION 1 2

PIGMENT

ORGANIC

1 . B O N E I V O R Y // 2 . C R I M S O N N E R V E // 3 . A S H E N T H I S T L E // 4 . B R U I S E D M A U V E // 5 . W I T H E R E D G R E Y

MUSCULAR

TRANSPARENCY

5

A combination of flesh tones and decaying textures, Anatomical Alienation is a movement forwards from camoflage and towards a more biological and natural palette.

The once arboreous colour scheme develops from earthy greens to dulled skintones as a focus on mother nature is reinstated in a strong sense of self and wellbeing.

JENNY SAVILLE

FLESH

3

4

GOTTFRIED HELNWEIN

Applied...

Geometric playground

JIM LAMBIE

2

SIMPLE BLOCK SHAPES CAMILLE WALALA

OVERSIZED PROP

1

MEMPHIS

4

PLAYFUL

Through scale and colourful prop any room can be transformed into a geometric playground. Infuenced by 80’s brights and memphis patterns, AW16 is all about scale. The use of prop to exaggerate a mannequin is how this trend can adapt into window displays. Primary colours, clashing bolds and childish shapes can inject vibrancy to any interior. Envisage a surrealist atmoshphere.

5 SCALE

1 . D A Y D R E A M E R // 2 . S W E E T C R I M S O N // 3 . E N V I O U S W H I R L W I N D // 4 . S U N S H I N E B L E M I S H // 5 . A N G E L D E L I G H T

GLOSSY

SALVADOR FERRAGAMO A/W 16

3

Applied...

-

shape scale blocking stripe glossy textures bold full colour

ASTHETIC ABSENCE FORM

2

VANOTTI FALL/16

3

4

SCULPTURAL AURA Aesthetic Absence is the loss and violation of symmetry. It is s t r u c t u r a l l y c o m p o s e d b y Pu In Gn aMt Eu rNa Tl balances created through negative space and shapes. This structural aura fabricates storylines and directions through pattern, redefining form and entering a new and modern space of mind.

MARTA JAKUBOVSKI S/S16 1 . M I D N I G H T S H A D O W S // 2 . R U S T I C B R I C K // 3 . I R O N A S H // 4 . N E G A T I V E L I G H T // 5 . B U R N T F U S E

PERSPECTIVE

5

REDEFINING

1

Applied...

N a t i v e Yo u t h c o m b i n e m o d e r n t a i l o r i n g a n d cuts with a classic colour palette.

Japanese-style details are juxtaposed against minimal Scandinavian prints and clean lines.

Woolen textures are contrasted against silken fabrics to give the sense of global travel, and a wash of contemporary culture is highlighted by the neutral colour palette.

The often androgynous shapes make the menswear pieces blend effortlessly with womenswear as the overall impression of the b r a n d e x h i b i t s g e n d e r f l u i d i t y.

The modern simplicity of the brand can be related to that of Cos or Whistles, while the monochromatic colour palette with accents of camel is reminiscent of Acne however the s l e e k l i n e s p u l l t h e b r a n d i n t o i t ’s o w n .

Combining these references with the British b r a n d i n g w h i c h N a t i v e Yo u t h h a v e a d o p t e d makes them a refreshing combination of cultures, made for older and younger generations alike.

Consumer Profile AGE: 23-35 COLOUR: This consumer builds their wardrobe around monochromatic basics with khaki and sand-coloured accents. Blue denim also plays a key element in their wardrobe, MUSIC: Chillout music and mellow tropical h o u s e a r e o n t h i s c o n s u m e r ’s p l a y l i s t , supporting their more artistic lifestyle and contemporary way of life, BUYING HABITS: This consumer is technology savvy and will buy throw away items online, H o w e v e r, t h e m a i n b a s i s o f h e r w a r d r o b e a r e key investment pieces at a luxurious price band. She will always shop in store for these i t e m s a s t h e f e e l o f f a b r i c , h o w i t ’s c u t a n d style of drape is what is most important to h e r.

applied to brand..

THE GOURMAND

KANYE WEST

CRAIG KAUFFRAN

team work reflection Manifesto: Delegated Roles:

W e a l l r e s e a r c h e d t o p i c s t o g e t h e r w i t h Tr e n d U n i o n a n d f o u n d trend patterns and worked hard to achieve a strong trend each, which we were all confident to use.

Charlie - VM and Instore Sam - Print and Graphic Emily - Menswear W e a l l m a d e t h e p r e s e n t a t i o n t o g e t h e r, d i v i d i n g s e c t i o n s .

How well we’ve worked together:

Made the most of our hurdles - Charlie didn’t attend Berlin, time tabling around jobs/other commitments.

We

Honesty:

were honest about trends working / not working and whether we thought images or references worked.

Improvements:

Time management between other responsibilities. Work / illness / going home.

Controlling topic of conversation.

Concluding more primary research.

H a v i n g d e l e g a t e d a i m s a n d s e t t i n g s m a l l e r t a r g e t s w e e k l y.