TRENDGAZING AW17

TRENDGAZING AUTUMN WINTER 17 T R E N D

MILAN FASHION WEEK 2017

F O R E C A S T I N G

BENEDETTA BARUCCO CHLOE BREWER JANALOU CRUZ

TRENDGAZING WHO ARE WE? Staying ahead of the curve. Keeping our eyes wide open and always looking at the sky beyond reach.

As new suns emerge from the horizon and new star-trends are born, we create the tools to identify clear pathways from culture to product, and to ensure that our clients deliver content that is on trend and relevant to their target audience.

Our mission is to help our clients make sense of the catalysts that drive our society by connecting the dots like in a constellation.

# KEEPING IT WEIRD SINCE 2001

q Independent London streetwear label founded in 2001 by Gemma Shiel. q Known for bold, graphic prints q Playful and humorous tone q Memphis style q References 1990s youth nostalgia q Strong online presence q Collaborates with cartoon brands, e.g. Garfield, Looney Toons, Disney

LAZY OAF

LAZY OAF

LAZY OAF AT SEEK TRADE SHOW, BERLIN. OWN IMAGE

The Lazy Oaf Girl

THE GIRL WHO HAS THE SENSE OF THE OUTSIDER. THE GIRL WHO, AT HIGH SCHOOL, FLOATS AROUND WITH ALL THE DIFFERENT SOCIAL GROUPS; SHE'S NOT REALLY PART OF ANY PARTICULAR SCENE. AND SHE'S INTO HER OWN GEEKY THINGS AND LIKES FASHION; SHE HAS A BIT OF A PUNK ATTITUDE, A BIT REBELLIOUS. / gemma shiel Coolhunting.com (2014)

CONSUMER PROFILE MOODBOARD. OWN WORK

TG

Collecting + Categorising + analysing

BLURRING LINES

THE CYBORG REALM V M

&

I N

S T O R E

The boundaries between products and ideas become less and less defined, and new hybrids are born out of this ambiguity.

LOL-ITICS P R I N T S

&

G R A P H I C S

THE KANYE EFFECT S P O R T S W E A R

THE CYBORG REALM VM & IN STORE

FRED BUTLER STYLE (WGSN)

THE CYBORG REALM VM & IN STORE Catwalks and brands will take the consumers on a journey between the real, the virtual, and the technological through vividly interactive experiences.

To satisfy our needs for immediate communication, consumer electronics are beginning to untether from the smartphone.

Stores will be integrating structured and layered pieces with mirror surfaces that subtly reference a retro sci-fi flair and will make use of technological advances to create immersive environments.

FRED BUTLER STYLE (WGSN)

INFLUENCED BY THE INCREASINGLY BLURRED LINE BETWEEN PEOPLE AND THE TECHNOLOGY THAT WE NOW HEAVILY RELY ON IN OUR DAY TO DAY LIVES. /

WGSN

2016

LEE KIRBY, PRO-JECT, UNORIGINAL SIN PT.III

Space utopia

Futuristic hype Magnetic Purple

Galactic green

alienation

Virtual escape

PREMIUM TRADE FAIR, BERLIN. OWN IMAGE

“DIGITAL LIFE HAS EVOLVED FROM BEING COLD AND UTILITARIAN TO BEING SENSORIAL AND INTERACTIVE.” LSN GLOBAL TALK (2016)

ATELIER BOW-WOW, ‘LIFE TUNNEL’

“THE IDEA OF HUMANNESS IS GOING TO CHANGE AS WE BECOME MORE CROSSED WITH ROBOTIC ABILITIES” Faith popcorn (2016)

ANREALAGE x SONY PLAYSTATION. ONLINE

INTEL ‘PROJECT ALLOY’ VR. ONLINE

VALENTINO MIRAGE LAUNCH (2017).

ONLINE

ANISH KAPOOR, ’BLOOD MIRROR III’. WGSN

BMW HOLOACTIVE TOUCH. ONLINE

WE’RE FORMING OUR DEEPEST BONDS WITH TECHNOLOGY. THE MORE WE USE IT, THE MORE IT KNOWS US, CONFORMS TO US, ADAPTS TO US, HELPS US AND ANTICIPATES OUR WANTS AND NEEDS. /

??

FAITH

POPCORN (2016)

BLACK MIRROR, ‘WHITE CHRISTMAS’ (2016)

HER (2013)

PUBLISHING INDUSTRY: READERS SET TO RETREAT TO UTOPIA AND NOSTALGIA IN 2017 BECAUSE OF DONALD TRUMP AND BREXIT The Bookseller, 2016

EX MACHINA (2015)

ANREALAGE, PARIS SS17. ONLINE ADIDAS CONCEPTUAL POP UP STORE, BIKINI BERLIN . OWN IMAGE

“A MIX OF FUTURISTIC HIGH TECH AND PURE, FINE, NATURAL MATERIALS CREATES A SCIENCE FICTION MOOD THAT IS ABOVE ALL ANDROGYNOUS, FUNCTIONAL AND INTELLIGIBLE.” BERLIN FASHION WEEK MAGAZINE (2017)

ALEXANDER MCQUEEN’S LIMITED EDITION 3D-PRINTED UMBRELLA. ONLINE

RALPH LAUREN’S CONNECTED FITTING ROOMS. ONLINE

cyborg realm X

q q q q

Interactive wall prints (QR codes) Backstory of each garment Immersive experience Photobooths with filters and graphics BRAND DIRECTION MOODBOARD. OWN WORK

LOLITICS PRINTS & GRAPHICS

ASHIS FALL17 READY-TO-WEAR (VOGUE.COM)

LOLITICS PRINTS & GRAPHICS Turn your subversive feels into a fashion statement. Brands will be causing a stir with punchy prints, sassy slogans and crude statements.

The lines are blurred between humour and tongue-in-cheek protests embellished with statements of solidarity and unity in bold and loud typefaces. Basic cotton tees and minimalist knitwear materials will dominate this trend.

Bootleg is no longer fashion's “dismissed bastard child� but has now become a cult status.

ASHIS FALL17 READY-TO-WEAR (VOGUE.COM)

SOME MAY CLAIM THAT FASHION IS IRRELEVANT IN TIMES OF POLITICAL UNCERTAINTY, BUT OTHERS SEE FASHION AS A POWERFUL TOOL TO MAKE THEIR VOICES HEARD AND THEIR POLITICAL OPINIONS KNOWN. / FASHIONISTA

CREATURES OF COMFORT FW17, CNN

THE ELDER STASTEMAN.AW17. VOGUE

RUTH NEGGA AT OSCARS 2017. THE GUARDIAN

DURING THE CURRENT PERIOD OF POLITICAL UNREST, BRANDS ARE ASSERTING THEMSELVES IN A BID TO PROMOTE THE QUALITIES THAT THEY STAND FOR. LSN GLOBAL TALK (2016)

Pussy control

Nihilism Black matters

BERLIN SHOP WINDOW. OWN IMAGE Brexit blues

Rebellion red

ASHLEY WILLIAMS.AW17.VOGUE

PRABAL GURUNG AW17. VOGUE

MILAN FASHION WEEK AW17 BUSINESS OF FASHION

“EMOTION IS THE NEW CURRENCY.” THE DRUM NEWS (2016) LRS STUDIO, NYFW 2017

WALTER VAN BEIREND AW17.

WGSN

LAZY OAF, E.T. HOODIE LUCIEN PELATT AW17

STRANGER THINGS POSTER

PEAR SHAPED. WGSN.

IRONY & HUMOUR

BOOTLEG ITEMS MARK THE WEARER AS ‘IN THE KNOW’ AND CLEVERLY BLURS THE LINES BETWEEN STREETWEAR AND CATWALK.

PALACE. WGSN.

CRITICISM TOWARDS BIG LABELS AND CORPORATIONS

PIZZA SKATEBOARDS. WGSN.

VETEMEMES RAINCOATS, 2016

/ WGSN ‘BOOTLEG CULTURE’ (2016)

BLURRING THE LINES BETWEEN GENDERED FASHION, INTERNET HYPE, CULTURE AND UPSCALE STREETWEAR FIENDS. / VETEMEMES (2016)

VETEMEMES 2016

POST-TRUTH SOCIETY

“word of the year” (Oxford Dictionaries)

q Blurred lines between truth and lies q ‘Backlash Brands’ (LSN Global) q Growing distrust of large corporations

WENDY NICHOL AW17. ONLINE LSN GLOBAL TALK 2016

POST-TRUTH ERA MOODBOARD. OWN WORK

AMERICA’S TRUST IN AMERICAN PEOPLE IS AT AN ALL-TIME LOW. PEOPLE ARE BLOCKING OUT MEDIA.

) (2016) / Washington post VICTOR ALFARO AW17.

ONLINE

PRABAL GURUNG AW17. ONLINE

lol-itics X

q q q q

Political tone of voice Prints & badges Social media campaigns (hashtags) Appeals to consumer base

BRAND DIRECTION, OWN WORK

THE kANYE EFFECT SPORTSWEAR

KANYE WEST. ONLINE

THE kANYE EFFECT SPORTSWEAR Sportswear basics acquire a new status as they are established into day-to-day life. The line between work and play becomes blurred, and as our lives become more flexible, so do our clothes.

The “IT� guys are all about stylish sportswear which scores top marks not only for performance, stamina and technology, but also style and aesthetic. Smart materials are engineered towards new standards of lightweight, technical and durable garments.

KANYE WEST. ONLINE

ATHLEISURE ISN’T NECESSARILY ABOUT WORKING OUT; IT’S THE OVERALL CONCEPT OF BEING ACTIVE, COMFORTABLE AND PUT TOGETHER. /

FAST

COMPANY (2017)

PARIS FW 2017 STREET STYLE. VOGUE ONLINE

“THE ACTIVE LIFESTYLE AND CULTURE HAS CHANGED, NOW IT’S A SOCIAL EXPERIENCE” ROCHELLE RAE (2017)

MILAN FASHION WEEK2017

“AS SOCIETY BECOMES MORE HEALTHCONSCIOUS, WELLNESS IS TRICKLING DOWN TO THE YOUNGEST GENERATION.” LSN GLOBAL EVENT (2016) MINISTRY DOES FITNESS.ONLINE

MILAN FASHION WEEK 2017 V.I.P. (VERY IMPORTANT PURPLE)

WHAT WOULD YEEZUS DO? LAID-BLACK

ALLI HARVEY / GETTY IMAGES FOR SPOTIFY

INSTA FIT

Anti-oxidant

SEEK TRADE FAIR, BERLIN. OWN IMAGE

KANYE WEST. GQ MAGAZINE YEEZY FASHION SHOW SEASON 1. ONLINE

“THE ATHLEISURE FASHION INDUSTRY IS PREDICTED TO GROW TO $83 BILLION BY 2020.”

FORBES (2016)

KANYE WEST AND VIRGIL ABLOH. ONLINE

SEEK TRADE FAIR, BERLIN. OWN IMAGE

“[THE] DAY-TO-NIGHT LEOTARD IS POSSIBLY THE ULTIMATE DAY-TO-NIGHT FITNESS PIECE.” wgsn (2016)

THE UPSIDE. LEOTARD

THE LEOTARD BLURS THE BOUNDARIES BETWEEN FASHION AND SPORTS. /

IVY PARK. WGSN

WGSN

2016

“YOU MEET MORE PEOPLE AT THE GYM THAN AT A NIGHTCLUB OR GROCERY STORE. SO YOU WANT TO LOOK YOUR BEST.” ROCHELLE RAE 2017

VETEMENTS AW17

REEBOK

MAC’S ‘WORK IT OUT’ COLLECTION

#fitspo URBAN OUTFITTERS

BODY STUDIO, SELFRIDGES LONDON. OWN IMAGE

BERLIN FASHION WEEK 2017

“FOR THE FITNESS MILLENNIALS, HEALTH, STYLE AND SUSTAINABILITY ARE THE NORM.” WGSN (2016)

SWEAT COSMETICS FW STREETSTYLE, VOGUE (2017)

the kanye effect X

BRAND DIRECTION MOODBOARD. OWN WORK

q Create a transitional sportswear line q Leotards (inspired by their swimwear collection) q Gap in the market – fun and quirky rather than serious and sleek

THE ACTIVE LIFESTYLE AND CULTURE HAS CHANGED—GOING TO THE GYM, TO A YOGA OR PILATES CLASS IS MUCH MORE THAN JUST WORKING OUT. NOW IT’S A SOCIAL EXPERIENCE. /

ROCHELLE

RAE

2017

TEAM REFLECTION WHAT WENT WELL: q q q q q q

We met frequently and consistently We were all committed to the work We were all respectful of each other’s opinions We shared the workload equally We all contributed to primary and secondary research We looked at a range of secondary sources, both online and offline

WHAT CAN WE DO BETTER: q q q q q

Lay out a more organized plan at the start of the brief Research our brand more before choosing our final three trends Set up a shared Dropbox earlier Time management!

Need to leave enough time to rehearse more to avoid using cue cards

TRENDGAZING

TRENDGAZING AUTUMN WINTER 17 T R E N D

THE CYBORG REALM

F O R E C A S T I N G

LOL-ITICS

THE KANYE EFFECT BENEDETTA BARUCCO CHLOE BREWER JANALOU CRUZ