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Pro gress ion 01 02 03 04 05

// trend report

By - Paige Hartley - Eve Jones - Camilla Lewis -


- introduction - 3-

01 02

- macro trends - 6- creative direction - 12-

03

- visual merchandising - 26-

04

- menswear- 40 -

05

- print & graphics - 54- appendix - 68-


progression Progression offers you insight into the upcoming and emerging trends for Autumn/ Winter 2014. Inspired by both lifestyle and fashion, Progression brings integrity to fashion stories. At Progression we are concerned with the trend as a whole, presenting you with a lifestyle, a trend and a story. This is because we are not only concerned with fashion trends but the world around us. Due to this, we begin the book with important macro trends to present an understanding of the effects the world has on the following fashion movements. This trend book will allow you to explore clothing trends in both menswear and print and graphics, alongside other important areas such as creative direction and visual merchandising. Progression offers season inspired insight for stylists and creative directors in fashion and it’s surrounding areas. // a trend forecasting company that not only predicts but grows with trends, progressing into an innovative, forward thinking concept.

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01

macro trends

- 6-


escapism A combination of high-pressure jobs, long working hours and the demands that modern day living brings, means people are looking for ways to escape their ordinary lives. This trend looks at how the act of escapism allows people to explore alternatives lives and disappear into their fantasy’s.


global conscience A rising pressure and personal conscience surrounding global issues means companies are looking to take action towards this now everyday environment. Our growing awareness surrounding the environment will increasingly affect the way we behave and address personal and global issues around the world.


02

creative direction

- 12-


the craftsman In a digital crazed world with consumers becoming ever the more demanding, needing products instantly, a rebellion trend is sneaking its way into society. Taking a moment to see the process of how things are created, appreciating the delicate and intricate use of a craftsman’s hands as he creates his work of art. Taking a break from the speed of technology and enjoying a more handmade and authentic approach.

-3-


handmade and authentic

intricate


industrial momentum This mechanical driven aesthetic projects the desire to escape, it encapsulates the need to hit the road inspired by the trend of escapeism. No material is seen as scrap material - the more decayed the more desirable. Through the use of industrial metal from old aeroplanes to pipes, a question is put upon the viewer wondering the past history of these mysterious objects, getting lost in the story.


mechanical

no material is scrap material

decayed and desired


the vocalist The vocalist is a trend that combines fashion with powerful social and political messages. Street art is integral to Berlin’s culture and is often used to convey messages. Using fashion as a platform to express political opinion the Berlin trade show, Bread and Butter, used the graffiti from the Berlin wall of two men kissing to advertise the release of the brands that would be exhibiting at the show. Street art was also used as creative direction at Bright trade show where this sub-culture was seen to inspire clothing, visual merchandising and print. Using political references not only gives context to this trend it also allows people to express themselves through a creative medium.


political messages

rebelion


03

visual merchandising

- 26-


(in)visible? Minimal meets invisible in this emerging VM trend, lending itself to the need for honesty and openness from companies about their products. Driven by consumer awareness and mistrust, this trend is in favour of the stripped back aesthetic, stepping away from the over manufactured feel of fashion. This ‘(In) visible?’ trend allows the consumer to feel safety and honesty from the brand, allowing full attention to be on the product.


minimal meets invisible

honesty and openness


the natural instinct Pulling on the personal conscience surrounding global issues and the environment, the natural instinct is a trend that literally combines the inside with the outside. Inspired by the increasing need to feel grounded, the natural instinct trend combines earthy, rustic and organic materials to create natural surroundings.


outdoor, indoor

rustic and organic


geometry Clothing is engulfed by modern and minimal installations in this visual merchandising trend. The simplicity of geometric lines and shapes, companied with a clean colour palette, this trend attracts attention to the garment, highlighting it’s beauty and importance.


clean

lines and shapes

structure


04

menswear

- 40-


the native huntsman Inspired by the need to breathe freedom, the Native Huntsman is a trend that epitomises the cultured individual. One who is influenced by the world of travel and exploration; this trend encompasses a warm autumnal and earthy colour palette combined with the use layering and relaxed tailoring.


breathe freedom

layering

warm, earthy colours


S(he)? As womenswear turns to menswear, menswear is turning to womenswear. With the lines being blurred between the two sexes, men are embracing the feminine normalities and giving it a masculine edge. Clothes are no longer defined by sex as unisex is on the forefront of fashion.


womenswear turns to menswear

no longer defined by sex

unisex


functional formality In our modern day lives we are becoming increasingly busy, leading hectic lifestyles that demand us to find ways to find save time. This is displayed through the way that people are beginning to combine sportswear with formal wear, creating a sartorial take on the usual day-to-day sportswear. This trend exudes the style confidence held by a modern day consumer who isn’t shy to combine styles in a sophisticated manor.


two aesthetics combined

save time

sportswear with formal wear


05

print & graphics

- 54-


digital impression Print is turning to the constant improving world of technology, giving it a more realistic and virtual edge. With vivid and colourful images, this trend takes the audience away from their possible repetitive life into a digital dimention.


vivid digital dimention

technology driven


consume Be consumed by print this season. From paisley to camouflage, repeat motifs to pictorial print, this trend is integral to menswear collections this season.


printed protest The simplicity of a powerful message and bold typography to convey a message are both key elements to this printed protest trend. Mainly used on jumpers and t-shirts and influenced by skate and street cultures.


appendix

appendi - 68-


packaging


bibliography

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Progression - trend book