Slogan T-shirt trend.
Figure 2.
The slogan t-shirt is something recognized globally within the fashion industry and is becoming extremely popular as a trend for Spring/summer 17. The use of printed slogans on the T-shirt trend are being used as a popular technique for many designers who are “capitalizing on its ability to transcend boundaries and carry their subversive, controversial messages or provocatives.� ( Matheison, 2008.) . This trend is regarded as a standard marketing form and for the use of self-expression regarding social and political matters. Figure 1.
There are many designers that have taken recognition for their t-shirt designs. One of the most popular being Katherine Hamnett due to her use of fashion design and powerful statements that were used to manipulate an impact to a large scale of people. Mathieson suggested that Hamnett sometimes expresses skepticism that buying a protest shirt is an excuse for inaction.” (2008). A key moment for the designer was when she snook one of her slogan t-shirts with” 58% dont want pershing” printed on the front when meeting with the prime minister at the time, Margret Thatcher in reference to her decision “to allow U.S. pershing misillies to be stationed in Britain despite the majority of the British public being opposed.” ( Arthurs,2012). figure 3 Hamnett states that “slogans work on so many different levels they are almost subliminal.” (klerk, 2017) other designers include Vivienne Westwood for her provocative wording and her fashion that was followed the rebellious punk movement back in the 70’. Not forgetting Henry Holland with his anniversary tees and a extremely popular one for all feminists with Diors statement Tee.
Designers of the Slogan T-shirts.
figure 4
figure 5.
Fashion is continuous and a trend is always important in keep this cycle going to diffuse it from high end fashion to the mainstream fashion. The Trickle down theory helps to support the movement of trends. It is the journey from elite classes with disposable income to lower classes. This is also how high street fashion brands such as Zara and Topshop target their specific target market. Veblem suggested that “fashion change was the result of the need to maintain stratification.” he went on to suggest conspicuous consumption was very important to the elite classes as it meant the ownership of new fashions.
The Trickle down Theory
Audiences
figure 7. During a parliamentary debate in 2013 MP Caroline Lucas wore a ‘NO MORE PAGE THREE’ T-shirt trying to combat no more sexism within the Media. The bold cap locks printed on a three quarter length t-shirt took inspiration from Hamnettes designs in which she believed doing it this way would grasp an audiences attention. when looking at the target market for this trend generation y and x fit this trend however the post millenials z are starting to pick up this trend due to the wide range of social media and the growing interest that those of the younger generation are starting to involve themseleves with.
figure 6.
Catwalk trends.
Figure 8
Figure 10. Figure 9.
ďŹ gure 11.
Street style
This trend has formed a street style day to day wear that all fashion concious people are wanting to display to others. The high street fashion brands such as Zara, River Island have created their own manipulation of the current trend having taken ideas from the upper class market such as Dior, Marc Jacobs and the runway to continue this trend to a wider majority of people.
ďŹ gure 12. ďŹ gure 13
Bibliography Kim,Fiore & Kim , 2011 Fashion Trends ANalysis and Forecasting. Matheison, 2008 , Protest T-shirts Design from The cult independants .
Figure 1- https://www.reddit.com/r/pics/comments/1aohxj/came_across_this_cool_pic_of_hunter_s_thompson/?st=j0s6ftgv&sh=435c2a6a Figure 2-http://www.indigo-clarke.com/oyster-magazine/2014/3/3/katharine-hamnett-fashion-conscience Figure 3- http://www.dazeddigital.com/fashion/article/24335/1/vivienne-westwood-s-top-ten-political-moments Figure 4- http://oxfordstudent.com/2014/05/30/wearing-your-heart-on-your-sleeve/ Figure 5- http://www.dailymail.co.uk/femail/article-2082616/Margaret-Thatchers-shock-Katherine-Hamnetts-Downing-Street-T-shirt-protest.html Figure 6-https://i.ytimg.com/vi/dS85GuQIqXQ/hqdefault.jpg Figure 7- http://now-here-this.timeout.com/2013/06/12/no-more-page-3-parliament-protest/ Figure 8-http://www.vogue.com/article/marc-by-marc-jacobs-graphic-tee-trend Figure 9-http://www.vogue.co.uk/shows/autumn-winter-2017-ready-to-wear/ashish/collection/#Kd7BZNAMxwA Figure 10-https://www.businessoffashion.com/fashion-week/2017ss/chakshyn/collection/look/1 Figure 11-http://vogue.globo.com/Suzy-Menkes/en/noticia/2016/09/suzypfw-dior-universal-not-controversial.html Figure 12-http://www.thefashionspot.com/style-trends/732319-feminist-t-shirts-apparel/#/slide/1 Figure 13-http://fashioncadet.com/content/slogan-t-shirts-sweatshirts-trend-–-say-it-out-loud