FASHION TREND JOURNAL SUMMER 2013
TREND JOURNAL SUMMER 2013
TABLE OF CONTENTS TREND WATCH
SOURCES ENTRY ONE: Feminine & Masculine Sources: Vogue.com style.com stylesight.com
ENTRY TWO: Athletic Wear Inspired Sources: style.com stylesight.com
Feminine & Masculine Athletic Wear Inspired Lux Fabric Shortened Silhouette
BEAUTY Birchbox: Cosmetic Shop at Home
ENTRY THREE: Lux Fabrics Sources: style.com stylesight.com anothermag.com
ENTRY FOUR: Shortened Silhouette Sources: style.com stylesight.com
ENTRY FIVE: Birch Box: Cosmetic Shop at Home Sources: birchbox.om mashable.com
FEMININE AND MASCULINE
omen’s 2014 Resort collections of course displayed a plurality of key trends that are sure to be coveted by women. There were two trends which seemed to be the antithesis of one another and challenged our cultures inherent gender association with silhouettes and of the contextual view of lace as a matronly and an exceedingly feminine fabric. There was an immense amount of lace used throughout various women’s Resort 2014 collections. Lace created the idyllic nature of Femininity. This fabric’s delicate aesthetic has long been associated with women and the characteristic of fragility. Lace was seen in various collections including Christian Dior, Burberry Prorsum, Vera Wang and Christopher Kane. Lace often shows up in season after season, proving to be dull with its commonality. However, the lace utilized by some of the designers in their collections exposed a new way of utilizing lace in more vibrant, and texturally beautiful ways. Not only did the designers direct their attention away from the traditional and often matronly lace, but also a step further in the more mesh-like lace. Raf Simons did an impeccable job at breaking down the stereotypical romantic quality of lace and refined the true aesthetic that lace should manifest
June 28, 2013
L A C E
L A C E
dichotomy noun a division or contrast between two things that are or are represented as being opposed or entirely different:
Dior in the twenty-first century. Simons used glazed and embroidered lace to give it the new age feel it has long deserved. Simons used the technique of layering of lace over white boy shorts and form fitting lamé bra tops to give the look a younger and modern essence to it.
The contrasting component of this dichotomy was the more loose-fitting and masculine silhouette of the trouser that was extremely present in various Resort 2014 collections. The skinny-leg trouser has been a current style for an extensive amount of time, but the loose fitting, low draping trouser is making the tapered leg seem irrelevant in a women’s wardrobe. Some of the Resort collections that best achieved an elegant but new aged trouser was The Row, Chloé, Theysken’s Theory, and J.W. Anderson.
he loose fitting pants have a more masculine and relaxed quality to them, making the lace seem very distant in nature to these loose hanging pants. While the aesthetic of lace and the relaxed trouser are so inherently different, the lace being ultra feminine and loose clothing being viewed as more masculine.
omen’s Resort 2014 proved these trends commonly associated with genders a falsehood, giving way to a more epicene outlook on style. The relaxed and chic trouser and the innovative interpretation of lace encourage the ease of the two being paired in an effortlessly, sophisticated look.
The Row J.W. Anderson
TREND WATCH July 5, 2013
ATHLETIC WEAR INSPIRED
3.1 Phillip Lim
O M E N ’ S P O R T S
In the Women’s Resort 2014 collections, there was an increased amount of casual, sportswear that appeared to be inspired by sports and active wear apparel. The inspiration was not only apparent in loose, easy to wear garments but also in the choice of fabrics that designers were using. Active wear fabrics are continually becoming more high technology, whether it be fabric that adjusts to your body temperature or lighter weight Kevlar. Fabrics are driving the success of the
sportswear industry. Another quality distinctive of this a active wear inspired trend is the use of mesh, breathable fabrics, similar to fabrics that are used in constructing breathable materials that allow for easy evaporation of sweat. A very common color category found in both Women’s Resort 2014 and Men’s Spring/Summer 2014 are cool, icy colors. Jet black and optic white is a striking pair amongst a variety of active wear inspired collections.
PA R T I C I PA N T S P O R T S
GROWTH PAST THE RUNWAY
Kris Van Assche
The inspiration has spread far
past the runways and has been an undertone in fashion for a few seasons now. There is an allure to putting on active wear even if there is no working out involved. From companies like NIKE, specialising in a vast variety of active wear for all activities, to Lululemon Athletica, focused more on a niche market of “yogis.” Within the booming industry of active wear there are many niche markets, for specific activities and sports. There has been a steady growing movement to pick up a pair of edgy tennis shoes or a sweatshirt and have an easy, comfortable look.
DKNY This urban and sport inspired aesthetic has become a foundation for street style around the United States. Looking past exclusively the fashion aspect of “participant sports” and the active wear that has grown in tremendous popularity, there is a booming industry of health conscious consumers who spend a lot of time working out in the gym or going to yoga. The resurgence of health consciousness can be compared and associated with the use of active wear as transitional, every day dress.
W O M E N ’ S
Liquid Silk/High Sheen
July 12, 2013
LUX FABRIC: Q
FOCUS ON SURFACE TEXTURE U
Fashion designers have increasingly become more creative and inventive with
fabric use. The surface texture and inventive ideas regarding fabric can create an entirely different aesthetic by embellishing fabric, layering fabrics with different opacity and translucency, glossy finishes, and the use of high tech fabrics. During the past runway seasons there has been increased use of high tech fabrics and fabric with elaborate and intricate surface texture, not only by couture fashion houses and designers. Designers are looking to fabric for inspiration and added visual and tactile interest in their collections. During Women’s Resort 2014 and Men’s Spring/Summer 2014, fashion collections were elevated with various fabric choices and developments. The Men’s 2014 Spring/Summer collections were scattered with spongy neoprene fabrics, light and heavy polyester rain wear, glossy resin finished fabrics, various versions of mesh, and new surface texture finishes. The Women’s 2014 Resort collections were less frequented by the high tech fabrics but rather, new and modern ideas of lace, the layering of fabrics, metallic shine and liquid silk, open weave fabrics, and bonded fabrics. One of the most prominent, and eye catching fabric trends was the layering of various types of fabrics to achieve a certain visual depth to the looks. This idea of layering is characterized by sheer outer ayer, whether it was lace, chiffon, or mesh, placed over one or multiple layers of more opaque fabrics. This gave Women’s Resort a fresh and interesting visual component to overall looks sent down the runway.
July 14, 2013
SHORTENED SILHOUETTTE CROP TOPS & MICRO MINIS
3.1 Phillip Lim
Elizabeth and James
omen’s Resort 2014 collections welcomed a fresh style of shortened tops and skirts. The crop top has been prominent on the runway for many seasons now, but women’s Resort 2014 displayed a new, more modest approach to the once ab-exposing shirt. The latest take on the crop top is a more modest, abbreviated blouse often boxy in silhouette. Many designers Resort 2014 collection featured looks with these effortless, abbreviated tops, whether it was Reed Krakoff’s nude sweatshirt style top or the Phillip Lim’s perforated leather top.
C I N
omen’s Resort 2014 were also sprinkled by micro mini skirts that require long legs to accompany the confident look, leg bearing look. Various designers presented their own version of the micro mini down the runway. While designers such as Neil Barrett, Louis Vuitton, Rag and Bone, and Phillip Lim featured straight cut, high thigh grazing skirts, Alexander Wang’s Resort 2014 collection featured pleated skirts with an athletic wear inspired attitude. The abbreviated silhouettes gave a fresh, young tone to many collections within the Women’s Resort 2014 presentations. The shortened silhouette has been present for many seasons prior to Resort 2014, however this season brought a new idea of balancing the proportion of a cropped top or micro mini with it’s accompanying garment.
3.1 Phillip Lim Neil Barrett
Rag and Bone
BEAUTY BIRCHBOX July 19, 2013
Cosmetic Shop at Home
Birchbox was founded in 2010 by Katia Beauchamp and Hayley Barna, two Harvard business school graduates that wanted fill the void of online shopping for beauty products. Birchbox is a ten-dollar monthly subscription service that sends its subscribers product samples according to their beauty profile that is filled out once the customer pays for the Birchbox monthly service.
The Advantages tRY IT BEFORE YOU BUY IT
Imagine you never have to worry about investing on a new beauty product because you can try them out before you commit to the price of the product without knowing whether it is the perfect match. The samples give the consumer the flexibility of trying out a product before spending a fortune on the full-sized product.
Make The Most of Your Purchases
Shopping for cosmetics has always been associated with a tactile, in-person experience. Most women frequent department stores, Sephora, Ulta, and Beauty Brands to find their perfect shade of foundation, blush, and lipstick. This in store experience normally starts with a goal to buy a specific item, such as blush or foundation. However, sometimes the lipstick and eye shadow is just to tempting for a woman to pass up. While you are there, you should go ahead and make the purchase...Right? Well it’s not unusual to get home and use your new lipstick and just realize that isn’t the shade for you or you think it is too glossy. There is an inevitable downside to shopping in-store for cosmetics
and an easy way to cut down on the stash of make-up every woman has that they know they will never use--Birchbox. For women who have purchased their fair share of disappointing makeup products will be ecstatic with the new online retailer Birchbox and the way it is revolutionizing the way that women shop for cosmetics, hair styling surprises, skin care, and various other lifestyle items. With the security of testing out products before purchasing, hundreds of online tutorials available at the click of the mouse, and the customer loyalty program women are continually pleased with their monthly treat in the mail, their cosmetic purchases, and their online shopping experience.
One of the most unique and helpful features on Birchbox are their video tutorials on how to use each product. This unique feature gives Birchbox a competitive edge amongst other online cosmetic retailers because it gives additional follow through to make sure that the customer is one hundred percent satisfied with their purchases and gives the customer more Almost every product has a tutorial video so you apply your samples and purchases perfectly.
Point System incentive
Customers will never complain about a point system, especially Birchbox’s system. Customer loyalty reward programs are becoming exceedingly popular not only with brick-and-mortar retailers but also amongst online retailers. Birchbox has a customer rewards program based on points, when you sign up for a membership you get 110 points, every time you purchase a full-size product you earn 1 Point for every $1 spent (excluding tax), for every friend you refer that signs up for a membership you get 50 points, and for every product feedback survey you complete you will earn 10 points. Some point systems makes the number of points so high in order to receive a reward that it does not lure customers back to the retailer as planned. However, on Birchbox every 100 points that a customer obtains equals ten dollars to spend on Birchbox. The easily obtainable point-for-money rewards keeps customers coming back to their site for almost all of their cosmetic needs.