Trend Forecast Package- Nobody's Child SS21

Student Name: Emily Rathbone Student Number: 201219903 Word Count: 2075 words Module: DESN2365 Trends and Forecasting

nobody’s child Trend Forecast SS21 Fig. 1.

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Contents

Conscious Consumers.............................

Customer Profile......................................

Meet Samantha........................................

Day In The Life..........................................

Nobody’s Child.........................................

Nobody’s Child and Conscious Consumer Trend Concept.........................................

Mood........................................................

Colour......................................................

Prints.......................................................

Yarns and Fabrics.....................................

Swatches.................................................

Key Silhouettes........................................

Retail Experience.....................................

Appendices..............................................

References...............................................

Image References....................................

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CONSCIOUS CONSUMERS Conscious consumerism is the newest incarnation of the sustainable lifestyle movement, encompassing new consumer demand for supply chain transparency and ethical practices (Black, 2011). The lifestyle has developed as a consequence of the ‘climate crisis’ mega-trend, catalysed by a number drivers including the ‘Blue Planet Effect’, Greta Thunberg and widespread government intervention in the form of environmental agendas hastening the uptake of the lifestyle, drawing greater attention to the cause (Shah, 2018).

Subsequent changes in social and cultural norms have emerged (Black, 2011), seeing consumer values no longer align with the current social and ecological conditions of the commercial industries (Brown. 2010). This has provoked markets to experience an increase of ‘eco-friendly’ and ‘conscious’ organisations in recent years, both in terms of new brands emerging and existing brands expanding or altering current product selections to position them as more environmentally conscious (Brown, 2010).

As a major environmental polluter, players within the global fashion industry are making progressive changes to align with consumer demands. Consumers are increasingly understanding that fast-fashion cycles are unsustainable (Black, 2011), thus have shifted their buying behaviours to value social responsibility and sustainability more highly (Ellsmoor, 2019).

The innovators of the new ‘wave’ of conscious consumers primarily consist of the millennials and Gen Z (Price, 2018). Whilst this demographic perceive themselves to be price sensitive and frugal, they are the second most frequent generational group to purchase apparel and footwear on a monthly basis (Deloitte, 2018). Price (2018) also suggests these innovators are willing to pay more for sustainable and ethical products. Within this demographic, women are recorded to demonstrate stronger conscious consumption patterns than their male counterpart (The International Institute for Sustainable Development, 2013).

“As consumers, we have so much power to change the world by just being careful in what we buy” - Nobody’s Child

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CUSTOMER PROFILE Demographic - Female - Aged 20-35 - Employed in a creative role - Lives in an urban environment

Brands They Wear - Free People - Asos - &OtherStories - Veja - Mango - Independent stores

Fashion Needs - Semi-conservative - Sustainable - In-trend - Affordable

Brands They Aspire to Wear - Anthropologie - Madewell - Everlane - Outdoor Voices - Reformation - Faithfull the Brand

Emotional Motivations - Environment and climate - Female Empowerment - Health and wellbeing

Interests - Sustainability - Rnvironment - Social events and Concerts - Feminism - Personal Wellbeing - Social Media - Fashion

Fashion Trends - Boho Chic - Floral/patterned prints - Sixties/Seventies - Prairie

Social Media - Instragram - Pinterest - Facebook - Youtube

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MEET SAMANTHA...

Sex: Female Age: 26 Marital Status: Single Occupation: Fashion Journalist Income: £32,000 Samantha Berkley is a young woman living in an up-and-coming area of London. Preferring the nickname, Sam, she lives alone in a small apartment decorated with mismatched furnishings. Since graduating with an English degree, she has worked as a fashion journalist at a digital media and entertainment company a 30 minute tube commute from her home. As the company targets Millennials, the work environment reflects this, being an energetic, dynamic and forward thinking workplace. There is no strict dress code, but Samantha chooses to dress smart/casual.

Sam is extroverted and spends a lot of free time with her friends, who would describe her as confident and outgoing. She enjoys attending local events and gigs, and goes out for drinks or a meal at least twice a week. In the evening she watches reality television or netflix shows whilst eating dinner.

As a keen ‘Instagrammer,’ Sam likes to share pictures and ‘stories’ with her following. She is also very active on Pinterest, where she looks for interior decorating and outfit inspiration. Other media she regularly uses include the dating app Hinge, and re-sell site Depop, as she likes to find unique pieces and appreciates the environmental benefits of buying ‘preloved’ clothing. Sam is also actively engaged in the wellbeing trend, and is a member of a pilates studio and attends bi-weekly HIIT classes. She follows a plant-based diet for ethical and environmental reasons, and saves time by subscribing to meal-kit deliveries.

She is self-aware and has strong values and opinions that translate across her actions. She is a supporter of the feminist movement and engages in environmental activism. She also makes a conscious effort to support female entrepreneurs. Sam buys from cult skincare brands that use organic, natural ingredients, such as Glossier and Lush, and attempts to buy most of her clothes from ‘sustainable’ or ethical brands. She is relatively price conscious and searches for sales and discounts.

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Day In The Life 6:45 am

The first alarm goes off at 6:45am and she lies in bed and scrolls through her Instagram feed and checks her emails.

7 am

The second alarm goes off at 7am and she gets up and gets dressed for work. She normally wears clothes that are looser fitting or ‘flowy’ in nature and ensures to wear one ‘statement’ item. She does minimalist makeup, but always ensures she has sufficient blush on. Her hair is brushed and worn down. She listens to her Spotify playlist as she gets ready for the day.

7:40 am

She makes a relatively healthy breakfast and pairs it with a coffee.

8:30 am

She leaves for work, and uses her Travelcard on the commute. She is a fashion news writer at a digital media and entertainment company and works in a team of ‘young professionals’, with whom she is good friends with.

9am-5pm

She goes to work between 9am and 5pm. During her lunch break she eats her meal-prepped salad in order to save some money. During her break she searches for events and activities going on in her area over the weekend and begins to make plans.

5 pm

After work she goes out for drinks with her colleagues to a trendy bar nearby. She orders fruity cocktails as there is a 2-for-1 offer, and gossips loudly with her friends. Afterwards, she takes public transport home.

8 pm

She takes off her makeup, showers and changes into ‘comfy’ clothes when she arrives home. She lights her candles from Anthropologie and makes a tofu and vegetable stir-fry for dinner and eats it whilst watching Netflix on her sofa. After eating, she browses &Other Stories for a new swimsuit to wear on her upcoming holiday to Mallorca with her girl-friends.

11:30pm

She quickly tidies her mis-matched, mid-century modern apartment and goes to the bathroom to do her skincare routine before heading to bed and reading for half an hour.

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“Make better decisions. Shop with a conscience.

Show you care.”

- Nobody’s Child, 2015

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nobody’s child Nobody’s Child, founded in 2015, by Andrew Xeni, is a British womenswear label that prides itself in supplying ethical and socially responsible ‘fast-fashion’. Their brand mission is unique in that it aims to deliver quality, ontrend clothing at the lowest price feasible, whilst maintaining high ethical standards (Nobody’s Child. 2015).

Nobody’s Child provides “sustainable solutions” to common malpractices in the fashion industry by ensuring direct control over their product supply chain (Nobody’s Child, 2020). Unlike other fast-fashion brands, Nobody’s Child manufactures clothing in small collections to prevent dead stock, and excess material and fabrics are re-purposed or donated to fashion colleges to reduce textile waste (Nobody’s Child, 2020.).

This supply chain control enables Nobody’s Child to sell their products at lower prices than other sustainable competitors (See Appendix X), and still maintain ethical practice and their ‘conscious’ credentials.

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Nobody’s Child creates clothing across a broad range of product categories (See Appendix X), excelling in “unique and individual prints”, experimenting with ‘responsible’ fabrics and refreshing their signature shapes each season (Nobody’s Child, 2020).

Nobody’s Child is targeted at independent and morally conscious women ‘with substance’ (Nobody’s Child, 2020).

Their audience wishes to develop a more sustainable lifestyle, but are not prepared to trade-off ‘style’ and trends for monotonous clothing with sustainable credentials.

The brand extends their responsible ethos by embracing a culture that supports and celebrates women. For example, to celebrate International Women’s Day Nobody’s Child made a social media post dedicated to recognising their female employees. Furthermore, they have recently launched a campaign called Nobody’s Child x GIRLvsCANCER, in which 25% of every item sold in the collection is donated to the charity, Look Good Feel Better UK. Alongside their positive ethos, the brand’s personality (See Appendix X) has contributed to creating a strong following of notable customers. Fearne Cotton and Zoë de Pass from @Dresslikeamum, along with a plethora of growing content creators and influencers have been seen wearing the label, increasing brand exposure and strengthening brand identity. Moreover, having strong, influential, fashionable women representing the brand entices their target audience, as it is a form of marketing that has proven effective amongst the millennial generation.

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Nobody’s Child and Conscioius Consumers Nobody’s Child understands the need for sustainable and ethical practices in the industry, and that a growing number of their target millennial demographic are actively engaged or wishing to pursue a conscious consumer lifestyle, but are perhaps financially restricted.

The brand offers supply chain transparency and strong brand values of social and environmental responsibility, which align with that of the ‘conscious consumer’. Further targeting the group, Nobody’s Child offers a trend-led, affordable alternative to the high-street brands that conscious consumers have been known to boycott in the past.

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TREND CONCEPT: BOTANICAL RETRO

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‘Botanical retro’ is based on a celebration of nature, organic structures and natural material innovation. The trend concept acknowledges the rich history of the eco-fashion movement, and draws inspiration from the hippie bohemian aesthetic of the seventies eco-movement. Botanical retro communicates a honing of a sustainable ethos, which will be well received by the conscious millennial female.

For the 2021 season, consumers will value sustainable materials and ethical practices more than ever before. Demand for organic materials, colour dyes, fabrics and yarns, will shape the aesthetic of the season, seeing clothing with a more relaxed style that has particular emphasis on soft, tactile, light and airy textures (Casey and Barnes, 2019). Furthermore, conscious consumers will have developed a greater value for elevated basics that can transcend smart and casual dress codes (Skliarova and Palmer, 2019). Consistent materials innovation, particularly concerning the manipulation of organic matter, has opened access for more brands to produce clothing using organic or recycled fabrics. Though this may increase the price marginally, a large majority of millennials are willing brands to adopt more sustainable credentials (Hill and Lee, 2012), and are prepared to pay a higher price for sustainable products (Price, 2018).

The label ‘Botanical retro’ will appeal to the millennial female market. ‘Botanical’ hints at a sense of femininity from the floral colours and botanic prints, which is a key intention for womenswear over the S/S21 season (Ross, 2019). ‘Retro’ alludes to the timeless style of trend that is able to transcend seasons, which is to be of particular importance to the trend followers (Ross, 2019).

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MOOD

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Colour

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The colour forecast holds a combination of medium brights and verdant greens inspired by blooming florals and general verdure. Forecasted by the Lenzing Group, the rich bouquet tones reflect the resurgence of seventies bohemian, and also mimic the colours of wild flora. Key colours include (Pantone) Grenadine, Calypso Coral, Golden Glow, Fuschia Purple, Bright Marigold and Tawny Port. This colour palette resonates with words such as energy, passion and cheerful (Lenzing AG,N.d.), which complements the target audience.

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Alongside the medium bright colours is a tonal palette of greens and yellow. The palette seamlessly combines natural, organic tones including (Pantone) Jasmine Green, with ‘clean’, futuristic hues such as (Pantone) Quiet Wave and Lemon Sherbert (Boddy and Tebbutt. 2019). These less obvious brights add a refreshing quality which will appeal to Gen Z (Boddy and Tebbutt. 2019).

It is important that the colours are in-line with trend predictions, as Nobody’s Child customers seek in-trend clothing, thus Pantone Botanica SS21, Lenzing’s Fashion Colour Trends SS21, and WGSN’s Global Colours SS21 were used to inform the selected colours.

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Prints Prints play an integral part in Nobody’s Child’s brand image.

The SS21 print forecasts consist of playful, irregular shapes that reflect the asymmetrical formation of plants in nature. There is emphasis on floral varieties and abstract structures. Key prints include; washed-out floral, blotched floral, abstract dots and <!-Generator: Adobe Illustrator 24.1.0, SVG Export Plug-In --> <svg version=”1.1” xmlns=”http://www.w3.org/2000/svg” xm38

Washed-out Floral Fig. 90.

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Blotched Floral

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Abstract Dots

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Meadow Ditsies

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Yarns and Fabrics

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Recycled fibres, certified organic fibres and cellulosics will be at the forefront of the seasons’s yarn forecasts, with brands increasing their credentials through conscious materials. Currently Nobody’s Child uses a limited selection of ‘sustainable’/conscious materials, including Lenzing Ecovero, organic cotton and Repreve, and appears to be increasing use of these. However, a large majority of Nobody’s Child items are primarily composed of polyester or viscose.

For S/S21, Nobody’s Child should source natural bast fibres, including linen, to emanate the lightweight, organic and breathable style that is desired of the season. Linen is an ideal fabric due to its durability, allowing a longer product life which is in-line with their brand goals. GOTS/BCI recycled organic cotton may be a viable progression from their current use of polyester, as it will provide the dry-handle texture central to the trend concept and be suitable for patterned fabrics and floral prints. It is necessary to consider that using these materials may slightly increase the price of collection, however, this is not concerning as “a sizable share of consumers [...] are willing to pay a small premium” for sustainability (Miremadi, M et al., 2012).

The season’s fabrics present new eco-conscious developments and construct the natural look integral to the trend. Fabrics should allow movement, have skin-touch softness, and create an elevated sense of femininity through structured draping (Skliarova, 2019). Voluminous ‘feminine sheers’ may be developed from recycled polyesters to create airy textures to construct a super fine, light and airy aesthetic that will be popular for use on mock-neck tops (Casey and Barnes, 2019). Metallic finishings on these sheer fabrics reflect the mineral environment. Knitwear should be lightweight, with blended sustainable fabrics including organic wool and cotton ideal for this (Casey, 2019). Fabrics will be dyed using natural materials that are more responsible, ideally derived from plants.

Swatches

50% Cotton, 50% Linen

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97% Cotton, 3% Polyester

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55% Lyocell, 45% Cotton

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55% Wool, 45% Cotton

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100% Polyester

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Ecovero

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Key Silhouettes The key silhouettes consist of over-sized sleeves, full, flowing pieces that drape in a structured, yet feminine manner. The collection sees a blend between seventies boho and the romanticised prairie look, and the pieces align with the product types that Nobodyâ&#x20AC;&#x2122;s Child currently offer.

As Nobodyâ&#x20AC;&#x2122;s Childâ&#x20AC;&#x2122;s primary audience resides in the UK, the collection must be appropriate for a temperate spring/summer climate. Longer silhouettes have been chosen for this reason, and to ensure the pieces may be used beyond the season. Accentuated sleeves and square necklines created a feminine upper-half, and loose, tiered dresses allow for an airy and flattering silhouette that falls off the body.

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Cropped Knit Sweater

Size

6-16 UK

Colour

Lemon Sherbert,

Quiet Wave, Calypso Coral

Fabrics

Wool, BCI Cotton

Characteristics Fig. 115.

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Puff shoulder wool blend jumper for cooler summer days. Gathered sleeves give a balloon-like effect.

The jumper ends at the waistline.

3/4 Puff Sleeve Jumpsuit

Size

6-16 UK

Colour

Green Dots, Ditsy

Fabrics

BCI Cotton, Recycled Polyester

Washed Floral

Characteristics Straight Leg jumpsuit with balloon sleeves. Wrap tie around the waist to create a flattering silhouette.

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Tunic Maxi Dress

Size

6-16 UK

Colour

Abstract Floral, Ditsy, Green Dots

Fabrics

Linen,BCI Cotton

Characteristics Flowy tunic dress with wide sleeves to allow breathability.

Linen blend fabric provides a rustic appeal.

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Tent Maxi Dress

Size

6-16 UK

Colour

Ditsy, Green Dots Washed Floral

Fabrics

Linen, BCI Cotton

Characteristics Loose tent dress that fall off the bod. Has pockets for convenience, and layered fabric to create a hand-crafted look.

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Fitted Puff Sleeve Top

Size

6-16 UK

Colour

Abstract Floral, Ditsy Calypso Coral

Fabrics

BCI Cotton, Recycled Polyester

Characteristics Form fitting body with large puff sleeves. Sleeves are 3/4 length and the neckline is square, creating a prairie silhouette.

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Ruched Tank Top

Size

6-16 UK

Colour

Abstract Floral, Ditsy Washed Floral

Fabrics

BCI Cotton, Recyled Polyester

Characteristics Tank top with ruched edging and an elasticated waist.

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Long-sleeve Mesh Top

Size Colour

6-16 UK

Fabrics

Recycled Polyester

Quiet Wave, Washed Floral

Characteristics Mesh top with metallic shimmery finishing, and shirred mock neck and wrists. Slight puff in the shoulders to enhance femininity.

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Wide Leg Trouser

Size Colour Fabrics

6-16 UK Calypso Coral, Lemon Sherbert, Abstract Floral Lyocell, BCI Cotton

Characteristics Structured wide leg trouser that falls to the ankle. Invisible zip and pleats provide fluidity.

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Flounce Hem Midi Skirt

Size

6-16 UK

Colour/Print

Washed

Floral, Green Dots, Ditsy

Fabrics

Ecovero

Characteristics Midi skirt with a slight flared hem. Zip on the back for convenience.

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Ruched Slit Midi Skirt

Size

6-16 UK

Colour/Print

Golden Glow,

Quiet Wave, Green Dots

Fabrics

Ecovero

Characteristics Slightly form fitting midi skirt.

The ruching ends at the knee to ensure the piece is â&#x20AC;&#x2DC;work appropriateâ&#x20AC;&#x2122;.

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Retail experience

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To launch the collection, Nobody’s Child will host a three day long pop-up event at a studio in London. This is a strong strategy as 80% of global retail companies who have opened a pop-up store hailed it successful and boosted performance (Keyes, 2019).

Teaser photos of the collection will be released through newsletter emails and on Instagram for the week leading to the launch. On the launch-day a ‘story’ will be created to allow customers to ask questions about the collection and engage with the brand. A ‘livestream’ of the pop-up will further develop brand-customer relationships, as this has proven the case for many Italian boutiques during the Covid-19 lockdown.

Customers and influencers will be invited to the event, and given the opportunity to purchase the collection at a discounted price. The studio will be set-up to maximise photo opportunities, with natural lighting, mirrors and botanical flowers to emphasise the theme. A vegan food vendor will be present, and on the first day an indie band will give a live performance.

This will demonstrate an understanding of their consumers’ lifestyles.

Customers will be gifted a pink Anthurium plant to reinforce the aesthetic, as well as a ‘bandana’/necktie made from offcuts of the collection, as this has been acclaimed a popular accessory for the season (Pike, 2019).

Appendices Appendix A: Brand Positioning Map

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Appendix B: Price Architecture

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Appendix C: Weekly Logs

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References • Black, S. 2011. Eco Chic: The Fashion Paradox. London: Black Dog Publishing.

• Boddy, J and Tebbutt, L. Global Colour SS21. [Online]. Unknown: WGSN [Accessed: 2 March 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83155/page/9 • Brown, S. 2010. Ecofashion.London:Laurence Kind Publishing Ltd. • Casey, C and Barnes, O. 2019. Women’s Knit & Jersey Style Trend Concepts S/S 21: TransForm. [Online]. Unknown: WGSN [Accessed: 28 February 2020]. Available from:https://www.wgsn.com/content/board_viewer/#/84305/page/3 • Deloitte. 2018. Millennials and Beyond. [Online]. Deloitte Insights: Deloitte.

[Accessed: 1 April 2020]. Available from:https://www2.deloitte.com/content/dam/insights/us/articles/4511_Millenials-and-beyond/DI_Millennials-and-beyond.pdf • Ellsmoor, J. 2019. 77% Of People Want To Learn How To Live More Sustainably.

Forbes.

• Hill, J and Lee, H. 2012. Young Generation Y consumers’ perceptions of sustainability in the apparel industry. Journal of Fashion Marketing and Management. Vol. 16 No. 4, pp. 477-491.

• International Institute for Sustainable Development. 2013. Who are the Green Consumers. [Online]. [Accessed: 1 April 2020]. Available from:https://www.iisd.org/ business/markets/green_who.aspx • Keyes, D. 2019. Pop-up shops are paying off for retailers. Business Insider.

• Krag, G. 2019. Key Prints and Graphics SS21: Women. [Online]. Unknown: WGSN [Accessed: 28 February 2020]. Available from:https://www.wgsn.com/content/board_ viewer/#/85637/page/1 • Lenzing AG. N.d. Lenzing Colour Trends SS21. [Online]. [Accessed: 2 March 2020]. Available from: https://www.fashiontrendsetter.com/v2/2020/01/03/lenzingcolor-trends-spring-summer-2021/ • Marijuana Break. 2020. Hemp vs Linen. 3 March 2020. Marijuana Break. [Online]. [Accessed: 14 April 2020]. Available from:https://www.marijuanabreak.com/ blog/hemp-vs-linen • Miremadi, M et al. 2012. How much will consumers pay to go green?. McKinsey&Company.

• Nobody’s Child. 2020. About Us. Online]. [Accessed: 20 February 2020]. Available from:https://www.nobodyschild.com/ • Pike, N. 2019. Are you ready for the return of the bandana?. Vogue.

• Price, T. 2018. ‘Generation Green’ : how millennials will shape the circular economy. [Online]. [Accessed: 1 April 2020]. Available from:https://environmentjournal. online/articles/generation-green-how-millennials-will-shape-the-circular-economy/ • Ross, A. 2019. Women’s Style Trend Concepts S/S 21: HomeSpun. [Online]. Unknown: WGSN [Accessed: 28 February 2020]. Available from:https://www.wgsn.com/ content/board_viewer/#/84305/page/3 • Shah, D. 2018. Clothing the Ethical Consumption Gap. View Publications. Viewpoint #42, p1.

• Skliarova, J and Palmer, H. 2019. Women’s Textiles Style Trend Concepts S/S 21: HomeSpun. [Online]. Unknown: WGSN [Accessed: 28 February 2020]. Available from:https://www.wgsn.com/content/board_viewer/#/84080/page/2

Image References Fig 1: Nobodyâ&#x20AC;&#x2122;s Child. 2020. â&#x2DC;&#x2026; DAYDREAMING â&#x2DC;&#x2026; â ŁOur new spring dresses are not only dreamy but theyâ&#x20AC;&#x2122;re kind to the planet too [...].[Instagram]. 21 March 2020. [Accessed:14 April 2020]. Available from: https://www.instagram.com/p/B9_z0SXDppl/ Fig 2: Nobodyâ&#x20AC;&#x2122;s Child. 2020. â&#x2DC;&#x2026; SOFA SATURDAY â&#x2DC;&#x2026; [Instagram]. 18 January 2020. [Accessed:14 April 2020]. Available from:https://www.instagram.com/p/B7dbjbvHRQP/ Fig 3: Nobodyâ&#x20AC;&#x2122;s Child. 2019. WILD WILD WEST â&#x2DC;&#x2026; One for the frill seekers â Ł. â Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Ł[Instagram]. 21 Dec 2019. [Accessed:14 February 2020]. Available from: https://www.instagram.com/p/B6V0DXIHdfJ/ Fig 4: Nobodyâ&#x20AC;&#x2122;s Child. 2020. DOING IT FOR THE FRILL â&#x2DC;&#x2026;â Łâ Łâ Łâ Łâ Łâ Łâ Łâ Ł Dreamgirl @charlycox1 in the Betsy Frill Midi Dress (flowers not included). [Instagram]. 8 Feb 2020. [Accessed:14 February 2020]. Available from: https://www.instagram.com/p/B8QzmmnHiAM/ Fig. 5: Nobodyâ&#x20AC;&#x2122;s Child. 2019. Tricky temps call for longer lengths. Hang out with the Red Leopard Rachel Midi & Bertie Check Maxi Dress. â Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Ł[Instagram]. 30 Dec 2019. [Accessed:14 February 2020].

Available from:https://www.instagram.com/p/B6so5v9Hl13/ Fig. 6: Pret. n.d. Pret. [Online]. [Accessed: 25 February 2020]. Available from:https://www.pret.co.uk/ en-gb Fig. 7: Veja. N.d. V-10 Sneakers. [Online]. [Accessed: 25 February 2020]. Available from:https://www. shopbop.com/sneakers-veja/vp/v=1/1509413004.htm Fig. 8: In the style. N.d. CHESSIE KING WHITE PEACH PRINT HIGH WAIST BIKINI BOTTOMS. [Online]. [Accessed: 25 February 2020]. Available from:https://www.inthestyle.com/chessie-kingwhite-peach-print-high-waist-bikini-bottoms Fig. 9: Sikkema, K. 2019. Person holding filled drinking glass. [Online]. [Accessed: 25 February 2020].

Available from:https://unsplash.com/photos/AgJdd_HgFPw Fig. 10: Almond, P. 2019. Self care sunday đ&#x;§&#x2013;đ&#x;?źâ&#x20AC;?â&#x2122;&#x20AC;ď¸? spent in my thermal vest recovering from last night.

[Instagram]. 17 November 2019. [Accessed:27 February 2020]. Available from:https://www.instagram.com/p/B4-Q80Nnxr_/ Fig. 11: Ikeda, E. 2018. There are mornings you simply donâ&#x20AC;&#x2122;t feel like you want to move. [Online].

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Fig. 19: Nobodyâ&#x20AC;&#x2122;s Child. Too cute to only wear #Wednesdays. Beauty @fearnecotton looking pretty in pink in our Pink CHARLOTTE High Neck Jumper. [Instagram]. 19 February 2020. [Accessed:27 February 2020]. Available from:https://www.instagram.com/p/B52DtkunsT4/ Fig. 20: Nobodyâ&#x20AC;&#x2122;s Child. DOING IT FOR THE FRILL.â Łâ Łâ Łâ Łâ Łâ Łâ Łâ Ł Dreamgirl @charlycox1 in the Betsy Frill Midi Dress (flowers not included). [Instagram]. 19 February 2020. [Accessed:27 February 2020]. Available from:https://www.instagram.com/p/B8QzmmnHiAM/ Fig. 21: Anthropologie. N.d. Mario Badescu Spritz. Mist. Glow. Set. [Online]. [Accessed: 26 February 2020]. Available from:https://www.anthropologie.com/shop/mario-badescu-spritz-mist-glow-set Fig. 22: Almond, P. 2020. đ&#x;§&#x192;đ&#x;&#x2019;&#x2022;â&#x2DC; ď¸?[Instagram]. 22 February 2020. [Accessed:27 February 2020]. Available from:https://www.instagram.com/p/B81flG9Hgj_/ Fig. 23: Instagram. N.d. Instagram Logo. [Online]. [Accessed: 26 February 2020]. Available from: https:// www.instagram.com/ Fig. 24: Lululemon. 2018. Lulu Lemon complimentary yoga classes. [Online]. [Accessed: 26 February 2020]. Available from:https://sporteluxe.com/why-anyone-can-be-a-yogi-no-matter-what/ Fig. 25: Gupta, P. 2019. Outdoor Decor in Food Fest. [Online]. [Accessed: 26 February 2020]. Available from: https://unsplash.com/photos/ptf91j8SFiM Fig. 26: Wang, E. 2018. Tranquil Modern. [Online]. [Accessed: 26 February 2020]. Available from: https:// unsplash.com/photos/SpVsVl3dXyo Fig. 27: Hall, K. 2018. Sustainable products. [Online]. [Accessed: 26 February 2020]. Available from: https://ecowarriorprincess.net/2018/10/daily-sustainable-habits-7-ways-you-can-reduce-your-waste/ Fig. 28: Ecover. N.d. Ecover cleaning products. [Online]. [Accessed: 26 February 2020]. Available from:https://us.ecover.com/ Fig. 29: Olivia, C. 2020. Itâ&#x20AC;&#x2122;s a match your top to your converse kinda day đ&#x;&#x2019;&#x161;[...]. [Instagram]. 17 January 2020. [Accessed:27 February 2020]. Available from:https://www.instagram.com/p/B7aafF9B4gP/ Fig. 30:Bronte King. 2019. hot hot hotttttt day hopppping around london today [...]. â Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Ł[Instagram]. 27 Aug 2019. [Accessed:4 April 2020]. Available from:https://www.instagram.com/brontekingg// Fig. 31: Muleba, H. n.d. Woman holding white plastic bottle. [Online]. [Date accessed: 14 February 2020].

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Ecoveroâ&#x201E;˘ď¸? PJs into the wild. â Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Łâ Ł[Instagram]. 3 Feb 2020. [Accessed:14 February 2020]. Available from: https:// www.instagram.com/p/B8GbTv_HdVR/ Fig. 37: Nobodyâ&#x20AC;&#x2122;s Child. 2020. Yep, the animal obsession continues Dreamgirl @blushandnoise in the Animal Katy Satin Skirt. [...]. [Instagram]. 2 February 2020. [Accessed:20 February 2020]. Available from:https://www.instagram.com/p/B8D6yxCnpOL/ Fig. 38: Nobodyâ&#x20AC;&#x2122;s Child. 2020. Twinning for #GalentinesDay? Or just the perfect day to tell her you bought the same dress? [...]. [Instagram]. 13 February 2020. [Accessed:20 February 2020]. Available from:https:// www.instagram.com/p/B8hS-Nwnau2/ Fig. 39: Nobodyâ&#x20AC;&#x2122;s Child. 2019. 2 DAYS TO GO. Beauty @girlonfilm__ ready for festivities in the Pink Animal Siri Dressâ Łâ Łâ Łâ Łâ Łâ Łâ Ł. [Instagram]. 23 December 2019. [Accessed:20 February 2020]. Available from: https:// www.instagram.com/p/B6aYNxMnxeJ/ Fig. 40: Martins, B. 2017. Kynance Mews. [Online]. [Accessed: 21 February 2020]. Available from:https:// unsplash.com/photos/GkZvxVsHYWw Fig. 41: Quintas, C. 2019. â&#x20AC;Ś.. [Instagram]. 23 December 2019. [Accessed:20 February 2020]. Available from:https://www.instagram.com/p/B6aerUkAq2Z/ Fig. 42: Saffari, F. 2020. Bathroom styling đ&#x;&#x2019;ŤAdding some finishing touches to our bathroom, what do you

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Fig. 66: Cameron Design House. 2018. Helmi. [Online]. [Accessed: 20 February 2020]. Available from:https://camerondesignhouse.com/collections/collection/products/helmi Fig. 67: Pooplomails. N.d. Bedroom vintage floral wallpapers 68 ideas for 2019. [Online]. [Accessed: 21 February 2020]. Available from:http://pooplomails.ru/?poop=cz1zaWVycmFiZWRyb29tLmhpdHRlY2h5LnJ1JnA9MjI2MDMyOC0zNi10cmVuZHktYmVkcm9vbS12aW50YWdlLWZsb3JhbC13YWxscGFwZXJzLmh0bWwmaT0w Fig. 68: Fleur. 2017. Two potted plants beside closed window. [Online]. [Accessed: 21 February 2020].

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kXLnwK1_o1Sj3Mk5fH2KdDzKFlatmYw7dfhcOdmM9gfELILpu2RoCR74QAvD_BwE&gclsrc=aw.ds Fig. 89: Cocker, R. 2019. Watercolour Flower. [Online]. [Accessed: 1 April 2020]. Available from: https:// www.rachaelcocker.co.uk/print-and-textiles Fig. 90: Ganni. 2019. Printed Mesh Rollneck. [Online]. [Accessed: 20 February 2020]. Available from: https://www.ganni.com/en-gb/printed-mesh-rollneck-T2491.html?dwvar_T2491_color=Gray%20Dawn Fig. 91: Cocker, R. 2019. I was so pleased to create one of my postcard flower paintings as the invite for Floribunda [...]. ⁣⁣⁣⁣⁣⁣⁣⁣⁣⁣⁣⁣⁣⁣[Instagram]. 31 October 2019. [Accessed: 1 April 2020]. Available from:https://www. instagram.com/p/B4R2L23gAWd/ Fig. 92: Cocker, R. 2020. Have had loads of tulips and mimosa in the studio recently so I made a repeat pattern in celebration! [...]. [Instagram]. 19 February 2020. [Accessed:24 February 2020]. Available from:https://www.rachaelcocker.co.uk/instagram Fig. 93: WGSN. 2019. Blotched Blooms. [Online]. [Accessed: 20 February 2020]. Available from:https:// www.wgsn.com/content/image_viewer/#/image.31690031/set/%5B%22image.31666798%22,%22image.31666867%22,%22image.31666838%22,%22image.31666788%22,%22image.31690031%22%5D Fig. 94: Faithfull the Brand. n.d. Iris mini dress anita floral. [Online]. [Accessed: 25 February 2020].

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Fig. 110: Somelos Tecidos. 2019. Reworked Vintage. [Online]. [Accessed: 1 March 2020]. Available from:https://www.wgsn.com/content/image_viewer/#/image.29653357/set/%5B%22image.31057785%22,%22image.31057000%22,%22image.29653357%22,%22image.31056964%22,%22image.31056995%22%5D Fig. 111: Asos. N.d. Nobody’s Child midi dress with balloon sleeve in star print. [Online]. [Accessed: 11 April 2020]. Available from:https://www.asos.com/nobodys-child/nobodys-child-midi-dress-with-balloon-sleeve-in-star-print/prd/12957912?clr=&colourWayId=16525643&SearchQuery=nobodys%20child Fig. 112: Asos. N.d. Nobody’s Child relaxed jumpsuit in ditsy floral. [Online]. [Accessed: 11 April 2020].

Available from:https://www.asos.com/nobodys-child/nobodys-child-relaxed-jumpsuit-in-ditsy-floral/ prd/11729382?clr=&colourWayId=16380438&SearchQuery=nobody%27s%20child Fig. 113: Asos. N.d. Nobody’s Child maxi wrap skirt in cream ditsy floral. [Online]. [Accessed: 11 April 2020]. Available from:https://www.asos.com/nobodys-child/nobodys-child-maxi-wrap-skirt-in-cream-ditsy-floral/prd/12714501 Fig. 114: Asos. N.d. Nobody’s Child ruffle tie neck tiered maxi dress in tortoise shell. [Online]. [Accessed: 11 April 2020]. Available from:https://www.asos.com/nobodys-child/nobodys-child-ruffle-tie-neck-tieredmaxi-dress-in-tortoise-shell/prd/14216671?clr=&colourWayId=16600094&SearchQuery=nobodys%20 child Fig. 115: Newlook. N.d. Black Brushed Knit Puff Sleeve Jumper. [Online]. [Accessed: 16 April 2020]. Available from:https://www.newlook.com/row/womens/clothing/knitwear/black-brushed-knit-puff-sleevejumper/p/645831501 Fig. 116: Shopstyle. N.d. Awilda Fernandez. [Online]. [Accessed: 16 April 2020]. Available from:https:// www.shopstyle.co.uk/shop/awilda-wearitanyway/43297415 Fig. 117: Asos. N.d. ASOS DESIGN square neck puff sleeve jumpsuit in broderie. [Online]. [Accessed: 11 April 2020]. Available from:https://www.asos.com/asos-design/asos-design-square-neck-puff-sleevejumpsuit-in-broderie/prd/11055942?clr=&colourWayId=16317310&SearchQuery=broderie%20jumpsuit Fig. 118: Asos. N.d. Free People Full Maxi Smock Dress. [Online]. [Accessed: 11 April 2020]. Available from:https://www.asos.com/free-people/free-people-full-maxi-smock-dress/prd/8930902 Fig. 119: John Lewis & Partners. N.d. John Lewis & Partners Martinique Tiered Maxi Kaftan Dress, Flame. [Online]. [Accessed: 11 April 2020]. Available from:https://www.johnlewis.com/john-lewispartners-martinique-tiered-maxi-kaftan-dress-flame/p4965152?size=m&sku=238379932&s_ppc=2dx92700046625819130&tmad=c&tmcampid=2&gclid=Cj0KCQjwyur0BRDcARIsAEt86ID3BsRiYC0mV-DsiUq44QZBrEW_NynudxHUvJGpsvw8Fqdsafk-4fQaAk1kEALw_wcB&gclsrc=aw.ds Fig. 120: And Other Stories. N.d. Pink Sleeveless Midi Dress. [Online]. [Accessed: 16 April 2020]. Available from:https://www.stories.com/en_gbp/clothing/dresses/midi-dresses/product.tiered-sleeveless-mididress-pink.0730937002.html Fig. 121: Fabrickated. N.d. Red Tent Dress. [Online]. [Accessed: 16 April 2020]. Available from:https://fabrickated.com/2016/05/20/pattern-cutting-0-3-the-tent-dress/ Fig. 122: Arket. N.d. Smoked Voile Top. [Online]. [Accessed: 16 April 2020]. Available from:https://www. arket.com/en_gbp/women/tops/product.smocked-voile-top-black.0865335001.html?gclid=Cj0KCQjwyur0BRDcARIsAEt86ICbyGZPbG6FlS4_-rlEbObTARTPRmRcTIo_iM3YPut4zh8rVYL7wRsaAh9DEALw_ wcB Fig. 123: And Other Stories. N.d. Linen Puff Sleeve Gingham Top. [Online]. [Accessed: 16 April 2020].

Available from:https://www.stories.com/en_gbp/clothing/tops/product.linen-puff-sleeve-gingham-topbeige.0731794003.html Fig. 124: ADIDAS BY STELLA MCCARTNEY. N.d. Ruched-neck mesh peplum-hem tank top. [Online].

[Accessed: 16 April 2020]. Available from:https://www.matchesfashion.com/products/1333743?country=GBR&rffrid=sem.Google.n=g.cid=1755541412.aid=71570253547.k=.mty=.d=c.adp=. cr=341568394312.tid=aud-483449789487:pla-841965075811.pid=1333743000004.ppid=841965075811. lpm=9045153.adty=pla_with_promotion.prl=en&utm_content=1333743000004&utm_ term=841965075811.[value].&gclid=Cj0KCQjwyur0BRDcARIsAEt86IC03kkPvGxksJvhcTxfs9JAx7L_Z-tYZOQ5o1pGfg8D13o3WrS2LYgaAj-VEALw_wcB&gclsrc=aw.ds Fig.125: Rick Owens. N.d. V Neck Tank Top. [Online]. [Accessed: 16 April 2020]. Available from:https:// www.24s.com/en-gb/v-neck-tank-top-rick-owens_OWE7RJ82?defaultSku=OWE7RJ82BCKWI04200&-

color=black&lgw_code=4180-OWE7RJ82BCKWI04200&gclid=Cj0KCQjwyur0BRDcARIsAEt86IA_ RNBGrPvEC42SoJc8qu09Qv6qLlB5FpZIr_4XCctFLp8-sri0qxgaAubtEALw_wcB&gclsrc=aw.ds Fig. 126: Asos. N.d. Womenâ&#x20AC;&#x2122;s Pink Top In Mesh With Floral Embroidery. [Online]. [Accessed: 11 April 2020]. Available from:https://www.lyst.com/clothing/asos-top-in-mesh-with-floral-embroidery/ Fig. 127: Asos. N.d. ASOS Shirred mesh top. [Online]. [Accessed: 11 April 2020]. Available from:https://www.asos.com/asos-design/asos-shirred-mesh-top/prd/8606341 Fig. 128: And Other Stories. N.d. Wide Leg Lyocell Blend Trousers. [Online]. [Accessed: 11 April 2020]. Available from:https://www.stories.com/en_gbp/clothing/trousers/product.wide-lyocellblend-trousers-beige.0722255001.html?gclid=Cj0KCQjwyur0BRDcARIsAEt86ICV0MRCvPjQesn3UoJKTf1YjSc87nvu4f7dm3NhbN3XlCStrSTRS0EaAmwyEALw_wcB Fig. 129: Roksanda. N.d. Radella Cropped Wide Leg Trousers. [Online]. [Accessed: 11 April 2020].

Available from:https://www.matchesfashion.com/products/Roksanda-Radella-cropped-wide-legtrousers-1231003 Fig. 130: Topshop. N.d. Tall Plain Satin Flounce Midi Skirt - Dark Green. [Online]. [Accessed: 11 April 2020]. Available from:https://www.very.co.uk/topshop-tall-plain-satin-flounce-midi-skirtdark-green/1600417485.prd Fig. 131: Topshop. N.d. Heart Flounce Midi Skirt - Red. [Online]. [Accessed: 11 April 2020]. Available from:https://www.very.co.uk/topshop-heart-flounce-midi-skirt-red/1600416497.prd Fig. 132: Nastgal. N.d. A little slit of heaven ruched midi skirt. [Online]. [Accessed: 11 April 2020].

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