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SPRING/SUMMER TRENDS 2012 SOPHIE WRIGHT N0388957 COMMUNICATION AND MESSAGE CREATIVE NETWORKS FASH0041


CONTENTS Athleticism ...... 1 Splash Of Britain ...... 2,3 Track And Field ...... 4,5 On The Run ...... 6,7 Conclusion ...... 8 Walk Like An Eygptian ...... 9 Eygptian Traveller ....... 10,11 Eygptian Queen ...... 12,13 Business Meets Eygpt ...... 14,15 Conclusion ...... 16 Introduction to Athleticism ...... 17 Trend Originated ......18,19 Media ....... 20,21 Represented On The Street ...... 22,23,24,25,26


INTRODUCTION

Sportswear has been a noticeable trend this spring summer 2012 in both menswear and womenswear. Throughout the next few sections on ‘Athleticism’ I will categorise the trend into different sub-categories, investigating the motivations and attitudes this found trend has had on the consumers who wear it. Whilst also indentifying the brands and personalities that have been asscociated with the trend.

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BRITISH SPLASH. Consumers associated with this category are supportive Britain Trend setters! The consumer likes to stand out and show off their personalities through the use of colour. There has never been a better time to be a Brit, the Royal wedding; the Queen’s Jubilee and the Olympics have had a huge influence on designers and brands. Red, White and Blue are a very hot trend and can be seen on everything sporty, consumers are wearing their clothes and the colours with pride. Vivienne Westwood, Rag Bone and Topman are all connected with this trend category.

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TRACK AND FIELD. Consumers associated with this trend are very relaxed and like to feel comfortable yet still look fashionable. They are mindful consumers who are shopping more cleverly, buying sportswear that is functional and that can be worn on a daily basis as well as at the gym. Designers have thought more carefully about the durability and quality of the design, it would seem that functionality in sportswear is not only needed but also necessary. Brands such as Vivienne Westwood, Alexander Wang and Emporio Armani are bringing back versatile, vintage sports style.

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ON THE RUN. The consumers associated with this trend are very body conscious people. Sports inspired body conscious dresses have been introduced to the catwalks and have been very successful. This is a prime example of combining fashion and sports. The use of elastane (spandex) and other lycra based fabrics have proven very popular. Brands have chosen designs that primarily ‘pull you in’ and ‘push you out’ in all the right places making for a sleek silhouette, which is what the consumer likes and always looks for. Alexander Wang, Topshop and Stella McCartney all relate to this certain trend category.

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CONCLUSION It seems the influence of sports and athletic activities on recent menswear collections has had a far-reaching effect – both on the designer plane and on the high street. In modern society, successful sportsmen and women are often treated as celebrities, leading to designers and high street brands capitalising on this through endorsement of their brand and products. I think it is clear to see that the influence of the world of sport on current fashion trends has blurred the lines between formal and casual wear, helping to create a more sophisticated casual look that appeals to the modern man and can easily be transferred directly from the high fashion catwalk to wardrobe.

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WALK LIKE AN EYGPTIAN.


INTRODUCTION The Egyptian theme has been a noticeable trend this spring summer 2012 especially in womenswear.Throughout the next few sections on ‘Walk like an Egyptian’ I will categorise the trend into different sub-categories, investigating the motivations and attitudes this found trend has had on the consumers who wear it. Whilst also identifying the brands and personalities that have been asscociated with this trend.

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EYGPTIAN TRAVELLER. Consumers associated with this category have a casual attitude to styling but still love to involve lots of detailing to their everyday wardrobe. These recent trend collections have a fusion with sportswear as hoodies, running shorts and track suit bottoms, yet still contain an element of ‘Eygptian’ styling with triangle eye motifs and golden detailing. The most noticable brand that has picked up on this trend is Topshop. These designs are enough to tempt anybody to travel to the land of Egypt!

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EYGPTIAN QUEEN. Consumers associated withh this category are extreme fashion fans, they love to pick the trend that will make them stand out and look glamourous. Fusing the decadence of 1920s Deco with Egyptomania, hieroglyphic imagery and techno Deco prints, in-store display champion a summery style of pure, uncompromising glamour that captures a retro Egyptian elegance. Brands such as Topshop and Gucci have used a mix of 1920s inspired items with 90s garments to give a modern twist to the look, with gold, metal, glitter and embellishments at its foundations. This look can be as theatrical and over-the-top as you like, but its diversity means you can take it in several directions.

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BUSINESS MEETS EYGPT. Consumers associated with this category are business women who think fashion when they dress for work. Designers have brought a splash of Eyptian styling to the work/business environment making work seem a more exciting place to dress for. To keep things formal, black has still been used as the main colour but with a splash of gold and embelishments to brighten things up a bit! Topshop, Gucci and Arthur Mendonca are all connected with this trend category.

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CONCLUSION It seems the influence of the Egyptian theme has been a big influence this Spring/Summer 2012. The trend has been seen on many catwalk shows including London fashion week and has made its way into many high street stores including Topshop. Gold was the most noticeable colour in all the collections; whether it was golden accessories, gold detailing or gold embellishments... everything had a splash of gold! Catwalks symbolised an Egyptian Queen whilst high street brands transformed the look into the urban Londoner.


SPORTING TREND. I have taken the trend Sportswear to develop further. I will now look at how the trend has been represented in the media, researching into where this perticular trend has originated from, which brands have been asscoicated with this trend and finally finishing with how the trend has been represented on the high street.

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1970s/80s FASHION GETS PHYSICAL

“SPORTSWEAR IS ‘DRESSING UP’ FOR LEISURE.” Birgit Richard (1997)


ORIGINATED. The sportswear trend originated in the 1970s/1980s. The American

film ‘Grease’ had a big influence on the way people started to dress and more and more of the American ‘red letterman athletic bomber jackets’ started to hit the runways and high streets in and around Britain. From the 1960s-1990s designers worked with Lycra-enhanced materials of all kinds to devise ensembles based on such versatile elements as bodysuits that could double as bathing suits or evening tops, and tubes that could be worn as tops, skirts, cummerbunds, or shrugs. Instead of consumers wearing sportswear to play sporting activites in they started to wear it as a trend which quickly spread.

“IN THE 1970s, ACTIVE WEAR BEGAN TO SET NEW STYLE RECORDS AND IT HASN’T SLOWED DOWN YET!” (Julia Szabo, 1999) ‘LETS GET PHYSICAL.’

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VOGUE “SPRING/SUMMER 2012 SPORTSWEAR TREND IS FRESH AND WOMANLY. IT’S BOLD AND LUXURIOUS, SIMPLE AND FUNCTIONAL.”

V MAGAZINE

“SUMMERS SPORTING LOOKS HAVE A GLAMOROUS SPIN. THINK RUNWAY NOT RUNNING TRACK.”


MEDIA

The evolution from tomboy to full on athletics began last year with the release of a series of androgynous, menswear inspired looks. Many designers and high street brands have discovered this trend. When Spring 2012 hit athleticism attacked the runways. The looks created were chic, minimalist and functional. Marc Jacobs showed preppy sport; Alexander Wang followed a similar path, sporty on top, girly on the bottom, including full mesh pieces, featuring a material that is primarily used in the sportswear industry. Rag & Bone went heavy on the layering incorporating lots of hoodies, water-resistant windbreakers and intimates as outerwear. Various other designers attributed the influx of sports inspiration to the highly anticipated Summer Olympics. Stella McCartney was highly talked about and busy designing all of the athlete’s uniforms for the games and it even seems that a bit of that work showed up in her Spring collection with some sporty shapes and materials. Topman seemed very excited by the Olympics that they decided to do their own sports-inspired shoot. All these designers and brands have been talked about in the media for their sporty collections. I have identified some of the main magazines such as Elle, Vogue and V magazine that were constantly mentioning these trends.

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HIGH STREET INFLUENCE.


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STREET STYLE. The world of sport is not only having an influence on high fashion, the high street has certainly followed and adapted high fashion themes and trends into wearable pieces for the every day consumer. There has been an influx of relaxed, athletic type pieces from all main high street stores such as Topman, Urban Outfitters, Zara, H&M, Primark and many more. I have collated many different images of consumers found shopping on the streets that really represent this up and coming sportswear trend. Noticing a lot of rforated mesh, drawstring details, hooded anoraks and bright colours.

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SS12 Trend Book